While the importance of relationships with media should not be diminished, many not involved in the world of publicity seem to put too much emphasis on publicists’ relationships with the media.  A good publicist, is a good publicist, even without the contacts, while no relationship can salvage a bad pitch.  If something isn’t newsworthy, it is likely that even if the journalists is one of your best friends, you can’t get them to run it.  So, with a solid pitch and the correct contact, you should be able to succeed, no matter if you have worked with a journalist in the past.