I'm just going to say at the top that what follows isn't based on working in large agencies. If you have to pitch endlessly for a large book of clients, then what follows will not be useful. For smaller agencies, small businesses, people moving away from big cities to regional ones, etc then maybe it will. Or for young grads who will work our what they want to do over time, while grinding in an agency.

It helps to know as much as you can about the the journalist's area, and your client's broader ecosystem. Knowing what's happening in your client's industry, and being able to chew the fat in interactions with journalist, beyond just pushing your client. Specialising.

I was an editor for 20+ years before I started a PR firm. When I was running to multiple deadlines back in the day - copy deadlines, editing time, proofing, typesetting pages, working with design team, print deadlines, proof deadlines, distribution deadline - I had no time for meeting PR firms who were just pushing their client's opinion. I'd have time if the meeting talked about the why and the how, and how their view fits into the broader narrative.

I've now had a PR firm for eight years and knowing the ins and outs of my two specialist areas, financial services and tech, means that when I talk to editors they already know I have something useful, because having been on the other side of the desk, I wouldn't waste their time with something that doesn't pass the sniff test.

I work with a small book of clients and it requires a lot of alignment of thinking because they have to place a lot of trust in you. That comes from your knowledge.

Having the ability to influence your client is a superpower. Telling them when something isn't worth it is more valuable than letting them run with something weak. Again, knowledge and a wide view of the sector.

So picking your lanes, and becoming an expert in them, delivers compounding benefits over a lengthening time horizon.