PR folk like to tout all the personal contacts they have in the media. I certainly do that when I'm approached about helping mobile software companies, because I've been working in this field for over a decade and happen to know some folks who write about mobile tech.
Those contacts are certainly useful sources, but they're not the most important asset a PR person should bring to the table. From my experience, there's so much turnover in the media and the amount of blogs that come and go that relationships I may have had last year are completely pointless this year.
If your news is newsworthy and targeted to their particular "beat" then there's a good chance they'll cover it whether they "know" your PR rep or not. When considering hiring a rep, just remember this winning rule: media relationships are nice, but their ability to communicate and strategize on your behalf is even more important.
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