Cultivating strong, mutually beneficial relationships with journalists, podcasters, producers, and editors is a key strategy for any PR professional aiming to build lasting media influence. Here are some practical tips to establish and maintain these relationships effectively:
Nurture long-term connections. What does this mean? For starters, do not treat media professionals like transactional contacts. Build a relationship over time by engaging with them regularly, whether it’s through sharing relevant story ideas, offering exclusive content, setting up a coffee to discuss what they are covering or interested in covering that is in your wheelhouse of expertise and clientele. And, stay in touch even when you don’t have a specific pitch, just to check in and offer helpful information.
Personalize Your Communication: In a world of spam emails and blast texts, it is critical to tailor your pitches and emails to each journalist or outlet. Whether the reporter is a long time contact, someone you briefly met or never met at all (cold contact). This demonstrates that you’ve taken the time to understand their work and the type of stories they cover. Journalists appreciate personalized messages over generic ones, and this helps build trust. We also have a blog post on how to write a good pitch here.
Be a Reliable Source: Journalists rely on sources who are trustworthy and consistent. Be responsive to queries, provide accurate information, and follow through on promises. Being a go-to source for a journalist is a surefire way to build long-term credibility.
Share Your Expertise: Offer expert commentary or exclusive access to events or news stories. Being a resource for high-quality, valuable content will make journalists more likely to turn to you in the future.
Offer Exclusives or Early Access: Providing journalists with exclusive access to stories, events, or products can help forge deeper connections. Exclusivity makes them feel valued and can give them a competitive edge.
Be Patient and Understanding: Journalists work under tight deadlines, so they may not always respond to pitches immediately. Be patient and understanding, and avoid being overly persistent. If they’re interested, they’ll get back to you when they’re able to.
Follow Their Work: Take time to follow journalists on social media, comment on their articles, and engage with their work. This helps you stay on their radar and shows you genuinely value their work.
Offer Opportunities for Collaboration: Sometimes, media professionals appreciate being invited to collaborate beyond just covering stories. Whether it’s through interviews, podcasts, or participating in panel discussions, offering opportunities for collaboration builds rapport.
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