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What are the best ways to cultivate and maintain media relationships?

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Media relationships are essential for any practice that wants to increase its visibility, reputation, and referrals. However, building and maintaining these relationships requires more than just sending out press releases or pitching stories. It takes a strategic, consistent, and respectful approach that values the needs and interests of both parties. In this article, you will learn some of the best ways to cultivate and maintain media relationships that can benefit your practice in the long run.

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1 Identify your media targets

Before you reach out to any media outlet, you need to do some research and identify your media targets. These are the journalists, editors, producers, or influencers who cover topics related to your practice, your specialty, or your industry. You can use online tools, databases, or social media to find out who they are, what they write about, and how they prefer to be contacted. You should also familiarize yourself with their work and their audience, so you can tailor your messages and pitches accordingly.

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Lynette Hoy

Igniting You & Your Business to Stand Out Above the Competition Profitably! Firetalker PR is a Full-Service Public Relations and Marketing Firm Focused on SMBs, Speakers, Authors, and Entrepreneurs. Become Irresistible.
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In my few decades of experience, I have found that creating relationships with key media is critical. Introduce yourself. Know what they like to cover. Do your homework. Comment on their stories. Follow them. Show you care, and that you are interested in their coverage. And when you bring them a story, come from a place of service. They do not owe us anything. And never, ever assume that you will get their attention every single time, even if they know who you are, and generally love your story ideas. And over 90% of the time they don't have the bandwidth to respond with a "no thank you," either. It is a numbers and timing game!

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2 Offer value and relevance

One of the most important ways to cultivate and maintain media relationships is to offer value and relevance to your media targets. This means providing them with useful, timely, and newsworthy information that can help them create engaging and informative content for their audience. You can do this by sharing your expertise, insights, opinions, or stories on topics that relate to your practice, your specialty, or your industry. You can also offer to be a source, a guest, or a contributor for their media platforms. However, you should avoid being too self-promotional or salesy, as this can damage your credibility and trust.

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3 Be responsive and respectful

Another key way to cultivate and maintain media relationships is to be responsive and respectful to your media targets. This means responding to their inquiries, requests, or feedback promptly and professionally. You should also respect their deadlines, preferences, and guidelines, and follow up with them politely and appropriately. You should also thank them for their coverage, recognition, or collaboration, and express your appreciation for their work. By being responsive and respectful, you can show your media targets that you value their time, effort, and relationship.

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Yolonda K.

Foreign Service Officer at the U.S. Department of State
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Be cognizant of their time and deadlines. Perhaps the best time to chat with a reporter is midnight or other non-traditional business hours. Make yourself accessible when it’s convenient for them.

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Mark D Anthony

Technical Product Manager @ Design and Tool Co. | Math and CIS | Repair | Research |
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Media, or published sources, are uniquely formatted according to the writers and editors. They also achieve competitive preferred location standings. Therefore, the strategic selection of location etc...is a difficult choice. However, because of local geography and competition distribution some choices are great compliments to the current styles. In non-local markets the strategic decisions are more about placement. Therefore, the best decision is to be responsive and respectful to cultivate media relationships!

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4 Build rapport and trust

A third way to cultivate and maintain media relationships is to build rapport and trust with your media targets. This means establishing a personal connection with them beyond your professional interactions. You can do this by engaging with their content, commenting on their posts, or sharing their work on your own media platforms. You can also reach out to them occasionally to check in, offer support, or share relevant updates or opportunities. You should also be honest, transparent, and consistent in your communication and actions, and avoid any conflicts of interest or ethical issues.

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Randy Oostra

Senior Partner - CEO Advisory Network. Managing Partner- BlueprintN1. Committed to longevity, the social determinants of health, hunger as a health issue, and healthy aging.
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When you have great media relationships, it’s easy to take things for granted. When you don’t, you wonder if you can ever repair things. Having seen both, media relations, like anything in life is about relationships. Positive working relationships are built on regular communication, responsiveness, providing detailed helpful information, and pitching great story ideas! I have worked with some great media people, and they do all the above. There are going to be times though that test your relationship, especially when media desires information and you are not in a position to share. Or if you believe they have not been fair. It’s at those times, that a positive relationship and trust can carry the day.

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Pamela Jensen

Hospital Council of Northwest Ohio and Proven Results, LLC
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Honest, transparent communication is the key to most every relationship in life, including relationships with the media. Understanding that there may be times when cannot yet release all the details about a certain issue, being timely, open and honest when you can, is key.

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Dorcas Aba Annan

Global Communications & PR Consultant | Adjunct Lecturer | PhD Candidate -Marketing | Mentor | Trainer | Plastic Recycling ?? | Climate Change | ACL Fellow
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Actually, I agree that building rapport and trust is one of the best ways to build a positive media relationship. Most communicators just send emails or text messages to media outlets to publish a press release or cover an event without creating any rapport. Some of the ways to build rapport include spontaneously calling them for check ups, giving them gifts on some occasions, celebrating with them on thier special days and mourning with them.

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5 Seek feedback and improvement

A final way to cultivate and maintain media relationships is to seek feedback and improvement from your media targets. This means asking them for their opinions, suggestions, or criticisms on your media outreach, pitches, or content. You should also monitor and measure the results and impact of your media exposure, such as the reach, engagement, or conversions. You should use this feedback and data to evaluate your strengths and weaknesses, and identify areas for improvement . You should also share your feedback and data with your media targets, and show them how you are implementing their advice or addressing their concerns.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best ways to cultivate and maintain media relationships?

1

2

3

4

5

6

1 Identify your media targets

2 Offer value and relevance

3 Be responsive and respectful

4 Build rapport and trust

5 Seek feedback and improvement

6 Here’s what else to consider

Practice Management

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What are the best ways to cultivate and maintain media relationships?

1

2

3

4

5

6

1 Identify your media targets

2 Offer value and relevance

3 Be responsive and respectful

4 Build rapport and trust

5 Seek feedback and improvement

6 Here’s what else to consider

Practice Management

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