Hallelujah! You know someone who knows someone in the very media organization where you’re trying to get coverage. That second someone may be the very person you think is most likely to be interested in the something you’re pushing.

Quite often the first someone may be working within your own organisation, perhaps in a different section to you.

As long as it’s not a stretch on the relationship, ask the first someone to talk to the second someone about your something. At least ask them to make the initial contact, since they have an existing line of communication.

This is The Path of Least Resistance, and it can be the quickest way to get the results you want.

The media are under siege and on guard. They’re in the middle of an ongoing PR assault, from you and countless others. But your job is to get results.

If your chances are enhanced by someone else making the initial contact on the story, go for it.

You can sometimes also create The Path of Least Resistance by a quick Google.

Identify the key “search words” that your media release relates to and see what articles have been written on that topic, or similar topics, recently. Identify who wrote the piece and go to them direct with your follow-up angle, or development, on the story.

And if there’s an industry newsletter or web page that will definitely cover your story, no matter how small, make sure you secure that coverage.

Get what you can and aim to build on it, and always look to take advantage of The Path of Least Resistance.

This blog is drawn from The Little Red Book of PR Wisdom, www.prwisdom.info – a new resource for 2013 – by Brian Johnson, an award-winning journalist and leading PR practitioner.