How do you build and maintain relationships with media professionals after a successful pitch?

Journalists like working on great stories. After working on one successful story, take them to the next one. They will value you for doing that. For this, continue reading journalists' work and offer them new angles occasionally. Don't do it just for the sake of it, offer valuable inputs only. Also, share their work wherever you can. This will get them more readers and everyone likes to be read by an ever-expanding base of people. When an opportunity presents itself, set up meetings between the journalist and a relevant client to share insights. Having a clear agenda and practical expectations sets you up for future success.

Offer yourself as a resource for future stories or projects. If you come across information, data, or sources that might be valuable to a media professional, share it with them. Being helpful and proactive can position you as a valuable asset in their network.

If you can provide journalists with three main things you’ll almost certainly get coverage: 1) Quotes written so that the reader understands them and which explain the story as well as have an opinion; 2) Data that back up your arguments; and 3) Case studies the demonstrate what your saying If you can find some data that is released/attainable quarterly, then a journalist will find it even easier to sign up as they can see the relative ease of a repeat story.

After a successful pitch, stay connected with media professionals by expressing gratitude, providing timely updates, and offering exclusive content. Foster a two-way communication channel, engage in their work, and attend industry events. Building a genuine, ongoing relationship will enhance collaboration opportunities and ensure continued positive engagement.

Even better than sending a thank you note... offer up an exclusive story. Journalists thrive on being first to tell a story, so the best way to nurture your relationship with a reporter is to give them first crack at a great story. When I was a reporter I rarely received thank you notes, so know if you do send one it will stand out.

It still amazes me—after decades in the field—how many #publicrelations professionals do not read, do not follow journalists, and do not engage on social media. Media relations professionals should already be an active part of their targeted media’s social media circles prior to pitching stories.

Relationships are a two-way street. It is crucial to continue engaging with journalists after a successful pitch. Continue to read their stories, follow them on social media, engage with their posts and share their content with your network. Don’t be a leech; build a symbiotic relationship.

Sharing and promoting media professionals' content is like being a supportive friend with SpongeBob SquarePants. Just as SpongeBob cheers for his pals in Bikini Bottom, he shares and promotes the work of media professionals enthusiastically. It's like celebrating their achievements. Amplify their content through your channels, like SpongeBob spreading positivity in his underwater community. By approaching it with SpongeBob's cheerful spirit, your collaboration with media professionals will be as uplifting and harmonious as a sea shanty in Bikini Bottom. ????

Don't email a reporter just to keep in touch. It shows you don't respect their time or understand how their job does not allow for the typical social niceties of other professions. Make sure you have something newsworthy to offer before you reach out to a journalist.

Keeping in touch and offering value to media professionals is like staying connected with a pen pal, reminiscent of Woody from "Toy Story." Just as Woody maintains friendships with sincerity, keep the lines of communication open and provide valuable insights or resources. It's like sharing the latest news from Andy's room. Stay engaged and offer assistance, much like Woody supporting his toy friends. By approaching it with Woody's loyalty, your relationship with media professionals will be as enduring and mutually beneficial as a friendship forged through letters. ????

Don't rely on your databases to tell you what they prefer! Offer to take them to coffee and *ask*. Or if in-person isn't possible, ask over email. You'd be surprised how willingly journalists are to share their preferences so you can implement them. Take it another mile further and share those preferences with your fellow publicists, even if it is your external agency of record.

Respecting media professionals' preferences and boundaries is like understanding the game's rules with Elsa from "Frozen." Just as Elsa creates her space in the ice palace, acknowledge and honor their communication preferences and boundaries. It's like navigating a realm of mutual understanding. Respect their time, communication channels, and preferences, much like Elsa respecting the boundaries of her ice kingdom. By approaching it with Elsa's grace, your relationship with media professionals will be as harmonious and respectful as the snowflakes in a winter wonderland. ????

As a news reporter, I received HUNDREDS of pitches every day. I deleted most because of non-compelling subject lines or because I knew the person sending it failed to offer newsworthy topics. Make sure your pitch gets looked at by being a good source of relevant, timely information.

Being consistent and reliable in your interactions with media professionals is like the steady rhythm of a drumbeat with Moana. Just as Moana navigates the ocean consistently, maintain a reliable presence in your communication. It's like sailing on the reliable currents of trust. Be consistent in your updates, responses, and commitments, like Moana's unwavering determination on her voyage. By approaching it with Moana's steadfastness, your relationship with media professionals will be as dependable and resilient as the waves that carry you to success. ????

Be respectful of their time and inbox. Be transparent. If you can't make a deadline, let them know well in advance, not 5 min before deadline. Treat them as they want to be treated. They're human too!

In my experience, when you’re thanking them for the coverage, it’s worth asking if they’re working on anything else that you can help with. Then, even if you can’t help them with a comment from you/your company, point then towards someone who can help within your natron. This approach demonstrates that you’re genuinely committed to building relationships. Worked for me for past 20 years.