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What are the best ways to build and maintain relationships with journalists?

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Building and maintaining relationships with journalists is a key skill for strategic communicators, especially if you work in internal communications and need to share your organization's stories with the media. How can you establish trust, credibility, and rapport with reporters and editors who are often busy, skeptical, and inundated with pitches? Here are some best practices to help you connect and collaborate with journalists effectively.

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Rafa? Sa?ak

Making sure the BaseLinker story is being heard ??
P K Surendran

Senior Editor of Boooks and Contents=Cheetah Books and Contents

1 Know your audience

Before you reach out to a journalist, do your homework. Research their beat, their previous stories, their interests, and their style. Find out what topics they are passionate about, what angles they are looking for, and what sources they trust. Tailor your pitch to their specific needs and preferences, and show them that you understand their audience and their goals.

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P K Surendran

Senior Editor of Boooks and Contents=Cheetah Books and Contents
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Journalists ought to be chosen carefully for the purpose you have in mind. There are beat Reporters, Desk Editors, and Correspondents who cover events on a geographical basis. Befriending journo is an art. Once you pick up them, keeping a warm but ideal distance is the wise way to sustain them. the relationship should be two-way traffic and not one-way--this is the most crucial point to be remembered. Like Earth at the right distance from the Sun harbour life while other planets do not, keeping a warm but not hot alliance will help you cultivate journo

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2 Be relevant and timely

Journalists are always looking for fresh, newsworthy, and relevant stories that can capture their audience's attention and provide value. Don't send them generic or outdated information that is not related to their beat or their current agenda. Instead, offer them timely, compelling, and credible stories that can help them cover a trending topic, fill a gap, or provide a unique perspective. Explain why your story matters now, and how it can benefit their readers or viewers.

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3 Be respectful and responsive

Journalists are busy professionals who have to meet tight deadlines and deal with multiple sources and stakeholders. Don't waste their time with long, vague, or irrelevant pitches that don't get to the point. Be clear, concise, and courteous in your communication, and respect their preferences and boundaries. Don't spam them with follow-ups, but don't ignore them either. Be responsive to their questions, requests, and feedback, and provide them with the information and resources they need in a timely manner.

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4 Be helpful and supportive

Journalists are not just contacts, they are potential partners. Don't treat them as mere outlets for your messages, but as collaborators who can help you tell your stories better. Be helpful and supportive in your interactions, and offer them value-added services, such as expert interviews, exclusive insights, multimedia assets, or case studies. Show them that you care about their success, and that you are willing to go the extra mile to make their job easier.

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5 Be honest and transparent

Journalists value honesty and transparency above all. Don't lie, exaggerate, or mislead them about your stories, your sources, or your motives. Don't hide or withhold important information, or try to manipulate them into writing favorable pieces. Be upfront and honest about your goals, your expectations, and your limitations. Admit your mistakes, and correct them promptly. Build trust and credibility with journalists by being ethical, professional, and accountable.

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6 Be human and friendly

Journalists are human beings, not robots. Don't treat them as impersonal or interchangeable entities, but as individuals with personalities, emotions, and opinions. Don't be formal or distant, but be friendly and personable. Use their names, remember their details, and express your appreciation. Don't be pushy or demanding, but be polite and respectful. Don't be transactional or opportunistic, but be genuine and authentic. Build rapport and connection with journalists by being human and friendly.

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Rafa? Sa?ak

Making sure the BaseLinker story is being heard ??
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One of the best things to do is to follow the stories they cover. Stay up to date with what they write about, what they share on LinkedIn or Twitter, and their opinions on certain topics. Then, engage with them: respond to their tweets, comment on their posts, and share your views via your own posts, email, WhatsApp, or over coffee (the latter works best, but reserve it for your major contacts). I guarantee you'll stand out from the regular PR crowd, and they'll remember you when the time is right. That's the essence of media relations.

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7 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 build and maintain relationships with journalists?

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1 Know your audience

2 Be relevant and timely

3 Be respectful and responsive

4 Be helpful and supportive

5 Be honest and transparent

6 Be human and friendly

7 Here’s what else to consider

Strategic Communications

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What are the best ways to build and maintain relationships with journalists?

1

2

3

4

5

6

7

1 Know your audience

2 Be relevant and timely

3 Be respectful and responsive

4 Be helpful and supportive

5 Be honest and transparent

6 Be human and friendly

7 Here’s what else to consider

Strategic Communications

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