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What are some creative ways to build relationships with journalists outside of traditional media pitching?

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Media pitching is a common and effective way to get your company's story in front of journalists, but it's not the only way. In fact, building long-term relationships with journalists can help you increase your chances of getting coverage, establish your credibility, and create mutual value. Here are some creative ways to build relationships with journalists outside of traditional media pitching.

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Caryn I. Anderson, APR

founder at stakeholderbrand co. | Fractional Nonprofit CMO | Brand/Culture/Purpose
Nishank .

Senior Associate - Nangia Andersen LLP | Ex-Infosys | Marketing Communication | Corporate Communication| Crisis…
Sophie C.

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1 Connect on social media

One of the easiest ways to start a conversation with journalists is to follow them on social media platforms like Twitter, LinkedIn, or Instagram. You can comment on their posts, share their articles, or send them a direct message. This can help you show your interest in their work, learn about their preferences and interests, and offer relevant insights or feedback. However, be careful not to spam them or be too pushy. Keep your interactions genuine, respectful, and professional.

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Nishank .

Senior Associate - Nangia Andersen LLP | Ex-Infosys | Marketing Communication | Corporate Communication| Crisis Communication | Public Relation | Stakeholder Management | Brand Development | Press Release |Media Relation
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Attend Industry Events, Tradeshows and Conferences Join Journalist-specific Networking Groups Take Advantage of In-person Travel Review Their Previous Work Tailor Your Pitch to Match Journalist’s Interests Highlight the Relevance and Uniqueness of Your Story Create an Attention-Grabbing Subject Line

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2 Offer your expertise

Another way to build relationships with journalists is to offer your expertise as a source, a guest, or a contributor. You can use tools like HARO (Help a Reporter Out) or ProfNet to find journalists who are looking for experts in your field. You can also pitch yourself as a guest for podcasts, webinars, or events that are relevant to your industry. Or you can propose to write a guest post, an op-ed, or a case study for their publications. By offering your expertise, you can demonstrate your value, showcase your thought leadership, and position yourself as a go-to resource.

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3 Share your appreciation

A simple but powerful way to build relationships with journalists is to share your appreciation for their work. You can send them a thank-you note, a testimonial, or a review after they cover your company or your industry. You can also send them a gift, a card, or a token of appreciation on special occasions like holidays, birthdays, or anniversaries. You can also nominate them for awards, endorse them on LinkedIn, or introduce them to other contacts. By sharing your appreciation, you can express your gratitude, strengthen your rapport, and foster loyalty.

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Caryn I. Anderson, APR

founder at stakeholderbrand co. | Fractional Nonprofit CMO | Brand/Culture/Purpose
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As with all other effective relationships, it is important to share your appreciation with your journalist contacts. Express gratitude for the coverage they provide for your organization and in general. Embrace opportunities to highlight their work and contributions to your community.

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Sanjana Jindal

Marketing Communications Specialist | Content that Connects | Messaging that Matters | Results that Last
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Send personalized, non-promotional emails expressing appreciation for their work or highlighting a specific article you found insightful. This shows genuine interest and can help build relationships with journalists.

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4 Invite them to your events

Another way to build relationships with journalists is to invite them to your events, whether they are online or offline. You can invite them to your product launches, webinars, workshops, or conferences. You can also invite them to your office tours, media days, or networking events. By inviting them to your events, you can give them a firsthand experience of your company, your products, and your culture. You can also create opportunities for interviews, feedback, or stories.

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Sophie C.

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A media lunch in a casual setting is an effective way to engage the media. Try to get to know them as people, not as representatives of an organisation. Get to know the issues they are passionate about so that you can give them material that will really interest them afterwards.

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Caryn I. Anderson, APR

founder at stakeholderbrand co. | Fractional Nonprofit CMO | Brand/Culture/Purpose
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Including journalists in organization events is an effective way to allow them to experience your brand firsthand. They have the opportunity to see the brand narrative in action, interact with leaders, and get immersed in programs and initiatives. This provides an organic potential lead in for stories or other future collaboration. Creating intentional opportunities like a media day or press reception around a brand milestone or annual event is also beneficial to developing and sustaining relationships with journalists.

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5 Support their causes

A final way to build relationships with journalists is to support their causes, whether they are personal or professional. You can donate to their fundraisers, volunteer for their charities, or sign their petitions. You can also support their projects, their books, or their campaigns. By supporting their causes, you can show your empathy, your alignment, and your generosity. You can also create a positive impression, a common bond, and a lasting connection.

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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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Sanjana Jindal

Marketing Communications Specialist | Content that Connects | Messaging that Matters | Results that Last
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Instead of always reaching out with a pitch, offer assistance when you can. Share valuable information, resources, or insights that align with their interests.

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Fran?ois BRAULT

SAS (Senior Architecture Student)
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Press rarely want to be the only one covering a story. First coverage is great but showing a media the coverage you got from their peers might give them ideas of their own potential coverage, plus demonstrates your skills at providing them with a good story, and easy-to-be-dealt with attitude. Especially if you have new news, original pictures etc. Finally being friendly to you competitors might attrace you to roundtables and other trade events that will enhance your visibility and attract more media to your story.

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What are some creative ways to build relationships with journalists outside of traditional media pitching?

1

2

3

4

5

6

1 Connect on social media

2 Offer your expertise

3 Share your appreciation

4 Invite them to your events

5 Support their causes

6 Here’s what else to consider

Corporate Communications

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What are some creative ways to build relationships with journalists outside of traditional media pitching?

1

2

3

4

5

6

1 Connect on social media

2 Offer your expertise

3 Share your appreciation

4 Invite them to your events

5 Support their causes

6 Here’s what else to consider

Corporate Communications

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感谢您的反馈

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