Here’s a radical idea. What if we all were willingly sharing journalist contacts?

Instead of “what are you working on?” we asked, “with whom are you working?”

I recently had a PR friend approach me in confidence: She’d learned about a special package a national magazine was working on (that hadn’t yet been announced publicly) through a call with one of the editors she met through our platform.

It could have been a great fit for numerous other PR professionals’ clients within Pitchcraft, but instead of openly sharing, she held it close to the chest. “I didn’t want anyone to steal the opportunity from me,” she said.

In the world of public relations and journalism, guarding our editor and writer contacts like precious secrets has long been the norm.

The fear? That sharing these contacts will somehow dilute their value or give competitors an edge. But what if I told you that breaking this unwritten rule could actually lead to greater abundance for everyone involved? 

Hear me out. I’m not suggesting you cold email strangers asking for connections (i.e., to a writer, which editor did you work on to produce this story? Or to a PR professional, which producer did you connect with to bring this segment to life?). But I’m asking you to be OK with sharing your contacts more openly with your warm community, with six compelling reasons to do so.

1. Sharing journalist contacts cultivates a community of collaboration.

The very essence of Pitchcraft is built on the belief that a relationships-focused approach to pitching and business can transform the media industry. By sharing contacts, we’re not just exchanging email addresses; we’re fostering a community where collaboration and mutual support are the cornerstones. This community mindset encourages the sharing of opportunities, strategies, and successes, ultimately benefiting everyone involved.

It is true that what and whom you know are both important, especially in media and PR; but even more critical are the relationships you’ve built with those contacts. It’s of no value to be well connected if you’re not perceived highly by those contacts for the value you bring.

2. Sharing saves all of us time.

A name and an email are simply a name and an email.

You’re not giving away any covert details by sharing this basic information, which is typically simple to track down with a few easy hacks. (Just ask me — I’m actually a near professional at contact hunting, by this point.)

You are, however, saving the person you share these with some precious time, for which they’ll be grateful. And think of how the rule of reciprocity works. The next time they have a contact who might be beneficial for you, they’ll be apt to share right back, saving you time then. Less time spent tracking down an email means more minutes to spend crafting a smart pitch.

3. Sharing enhances opportunities for meaningful storytelling.

Isn’t that what we’re all trying to do, flex our storytelling muscles? Say you have an amazing client story to tell. Through sharing your contact and angle with others, you learn of more ideas from others’ clients that make an even more impactful pitch. An email is merely a tool; it’s the quality of the pitch that counts.

By sharing contacts, we increase the chances of enhancing stories and finding their perfect home. A contact that may not be right for one story could be the golden ticket for another.

This openness doesn’t just benefit PR professionals. It aids editors and writers in discovering diverse pitches that align with their current needs, leading to richer, more varied content.

4. Sharing journalist contacts builds positive industry relationships.

Sharing journalist contacts is a testament to a trust-based approach in professional relationships. It signals to your peers that you not only say you value collaboration over competition, but actually live up to it.

This can lead to stronger, more positive relationships within the media industry, both among PR colleagues and freelance writers. These two cohorts that have historically leaned more competitive in a way that has not served either well.

It’s a small gesture that says, “I trust you to use this contact wisely,” fostering goodwill and respect among colleagues. (FYI: We are not recommending you name drop the person who shared the contact. Never do so without getting their explicit permission first.)

5. Sharing encourages transparency and honesty.

Openly sharing journalist contacts can also set a new standard for transparency and honesty in the industry. It moves us away from the common mindset of scarcity, where contacts and ideas are hoarded like treasures, to one of abundance, where sharing leads to more opportunities for everyone.

This shift not only benefits us as individuals, but also enhances the overall integrity of the industry. In my own work as an independent journalist, I once had an experienced writer friend ask me for my contact at AARP The Magazine. I hesitated to give it to her, as I didn’t want to risk my assignments from my editor being shifted to her instead.

She wisely coached me that abundance brings more abundance, and I took that to heart. I did end up sharing with her, and the same week, reached back out to my editor there and secured more new assignments for the months ahead. She also began working with the well-paying publication (on a different section than me), which was a win-win-win for all involved. 

6. Sharing accelerates professional growth and learning for all.

Being open with your contacts exposes your colleagues who are PR professionals, writers, and editors to a wider network. This leads them to to new experiences, learning opportunities, and the chance to build reputations as generous, reliable industry players.

When you share a contact, you’re not just passing along an email address. You’re opening the door to new possibilities and connections that can enrich your professional journey. Sharing a contact takes a few minutes at most, and it’s an act of generosity that will go a long way toward establishing your credibility and dedication to fostering relationships in the media industry.

Remember, an email is just an email. It’s the person behind the pitch and the intention with which they use that contact that makes the difference. I’d love to know: Who’s with me in embracing abundance and seeing where it takes us as an industry? Chances are, it’ll be somewhere pretty transformative.