PR is about relationships. If people do the right research when they start they will which media outlets their audience is watching and/or reading. A good PR agency can help refine their image but they can not give a personal relationship with a producer. If a person wants to be friends with a media outlet contact them yourself and become their find by supplying valued content and referrals.
Read my friend Geeta’s blogs post https://tinyurl.com/yd83v3mv