How I got off the bench – and why PR pros should, too

Back in 10th grade, I was the last guy off the bench for Frederick High’s JV basketball team.

But I brought one critical asset to the team: hustle.

Whenever there was a loose ball, I'd hurl myself across the court, dive headfirst, and slide across the hardwood. Sure, I collected bruises and floor burns, and yes, it often looked ridiculous. But more often than not, I came up with the ball.

Coaches love players who hustle, but most people don't want to do it. It hurts, it’s messy, and it definitely lacks glamor.

I remembered those moments with embarrassing satisfaction earlier this month, watching the final seconds of the NCAA Final Four. The game-winning play wasn't a thunderous dunk or a perfectly executed three-pointer – it was one player diving onto the floor to snag a loose ball and secure victory.

In PR, it’s exactly the same.

We all crave those big media wins. We should aim high. But often, the difference between landing the placement or missing out entirely comes down to who’s willing to dive for the loose balls.

The loose balls in PR look like:

• Taking the extra time to pinpoint exactly the right journalist instead of blasting your pitch to 50 random contacts.
• Calling 30 customers to uncover the ONE perfect testimonial for a reporter.
• Stopping to consider nontraditional outlets – like niche podcasts or Substacks – that might actually want your story.

These actions aren't glamorous. They're usually overlooked, sometimes uncomfortable, but they’re essential.

Here’s your challenge for this week:

Before you send your next pitch, ask yourself: “What's the ‘floor burn' version of this story?”

What extra step could you take – something that might feel inconvenient or uncomfortable – but will put you in a much stronger position to win?

Because in a noisy world where inboxes overflow and journalists are skeptical, hustle – real, strategic hustle – is your competitive advantage.

And sometimes, that's the difference between staying stuck on the bench and making the winning play.