If you’re going to relate well to your colleagues in the journalism sphere, it helps to have a knack for story selling by storytelling. It’s a good thing, then, that Adam Schick of The Wilbert Group fits the bill. As the latest Qwoted 100 PR Superstar, Schick has a demonstrated passion for stories told well, and thrives when he’s brainstorming creative ideas to generate media attention for clients that also serve the public good.

Schick has worked with a wid range of companies, including Walmart, Georgia’s Own Credit Union, Churchill Mortgage, the Decatur Downtown Development Authority and Caddell Construction. Here he discusses the two “r’s” that have made him a standout–relentlessness and relationships–while holding court on what it means to be an emissary for authenticity.

Qwoted: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?

Adam Schick: While technology drives new platforms like Qwoted and making connecting with reporters easier than ever before, the future of PR still lies in relationships. The intrusion of AI into content creation and sourcing has made it even more important to develop deeper relationships with reporters and have a trust that cuts through concerns about authenticity.

Qwoted: What do you do that you’re most proud of and that other PRs could learn from?

Schick: There is nothing proprietary about relentless effort and commitment to winning for your clients. I pride myself on outworking people and being as hungry as possible to get wins for my clients, which means thinking about them outside of the 9-5 window and always keeping your eyes open for opportunities.

Qwoted: What’s your toughest challenge with reporters?

Schick: The toughest challenge is breaking through when you know you have high-quality content but are not necessarily being seen. Every PR rep is going to sell their client in a pitch but certainly not all pitches are created equally. When I have excellent content that I know will enhance a reporter’s story, it’s really tough when you can tell they aren’t seeing it, often because of too much noise in their inbox.

Qwoted: How do you break through the noise floor to get effective coverage?

Schick: Honestly, the best way to break through the noise is to develop relationships with reporters. When you get to the point where they see your name and immediately open your pitch, that is a major step. They are also more likely to include your source in their story, which is obviously the end goal.

Qwoted: What advice would you give to those who seek an effective PR person?

Schick: An effective PR representative is almost always someone with an intellectual curiosity about your business and genuine interest in what you do. Landing media placements can be challenging if you aren’t considered a major player in whatever space you are in, so it takes a PR rep with an authentic passion for your expertise to “make the sale” to a journalist. 

Qwoted: If there’s one thing you could change or improve about journalism or PR—in any area—what might that be and why?

Schick: Few things are as frustrating as unreturned emails to reporters. But I understand that there’s only so much time and people can only get to so much. If I could make one change to PR, I’d eliminate frivolous pitches that waste time and cause reporters to miss legitimate pitches. I know we all have clients to satisfy but reducing the amount of noise reporters get would help all of us in the long run.

Adam Schick is an account supervisor The Wilbert Group. Email [email protected] or connect on LinkedIn.

Lou Carlozo is Qwoted’s editor in chief and the editor/publisher emeritus of Talking Biz News. Email [email protected] or connect on LinkedIn.