PR professionals often pride themselves on their ability to earn media placements in hard-to-reach publications. They often boast about writing ability, relationships and work ethic that lead to unparalleled results for their clients.

These individuals have earned a strong reputation with their clients and peers because they can talk “the talk” and back it up. The best people in PR can establish lofty goals – set bars that no one else can reach – and destroy them.

Today’s media landscape is a far cry from the environment that existed when our young industry began. Journalists are obligated to produce a handful of articles each day; sometimes up to ten unique pieces. PR professionals are increasingly responsible for doing more work up front in order to make targeted, strategic pitching more accessible and appealing to the media. Everyone involved is feeling heightened pressure. That said, the point is that even today, if you put in the hard work, you’ll place your clients where they want to be.

It is for this reason that companies seek out folks with large rolodexes and broad media connections. But are they barking up the wrong tree, for the wrong reasons?

Although talented PR practitioners can achieve top media results in publications everyone wants to be in – The New York Times, Wall Street Journal, Huffington Post and the like – do they possess the wherewithal to sniff out and secure media opportunities that their clients don’t even recognize as valuable?

Talent hits a target no one else can hit; genius hits a target no one else can see.” – Arthur Schopenhauer

Arthur makes a great point: talent is everywhere, but a truly unique approach is invaluable.

Voxus PR brings an effective and novel spin to media relations. Not only does our firm target and secure high profile, often-sought-after media opportunities for our technology clients, but we also make a concerted effort to seek out and execute on new, unusual and out-of-the box media opportunities.

Last month, Voxus injected a B2B firewall appliance company into a mainstream pop culture conversation  about hacking based on the prevalent new USA television show “Mr. Robot.” Voxus saw an opportunity for a client to offer reputable commentary on a widely visible issue and provide value to both the consumers and businesses through the lens of a compelling TV program. Sure, plenty of outlets are doing weekly reviews on this program, and many infosec companies are blogging about this topic, but none are doing so from this angle, and with a media partner for added visibility.

The weekly column on Mr. Robot has provided an opportunity to position our client as an incredibly relevant resource in the information security industry, while remaining accessible and informative to everyday consumers. Brand recognition. Thought leadership. Relationship building.

This is just one example of Voxus hitting a target that most other agencies might not see.

PR folks: are you simply maintaining the status quo and pursuing the usual suspects, or are you constantly seeking out unapparent opportunities for your clients?

PR clients: are you holding your agency to the highest standard and are you truly willing to remain open to out-of-the-box thinking?