The 10 Commandments of Working with Journalists: PR Strategies for Getting the Coverage You?Deserve

Mastering Media Relations Without Hiring a PR Firm

A few months ago, a consultant executive search agency asked me to create a presentation for their consultants on how they can secure press coverage for themselves to become positioned as thought leaders. I was honored to be presented with the opportunity, given my two decades of securing top-tier media placements in The Wall Street Journal, Bloomberg, The New York Times, and more, and now being able to share my knowledge.

And thus, the presentation, officially called, The 5 Absolutely, Positively Unbreakable Commandments in Becoming a Go-To Contact for Journalists (And Another 5 for Good Measure!), was born. True to my status as a Super Achiever (sounds more heroic than overachiever, yes?), I decided to create both a full presentation and a 142-page workbook to boot to guide the consultants through everything I taught on the webinar.

One of the greatest tips in content creation is being able to repurpose your content for multiple platforms. Since I’d already done the heavy lifting of creating the step-by-step guide and presentation, why not make it accessible to more people? And so I did! It’s now a full-length webinar, available free of charge on my YouTube channel for anyone who wants to learn for themselves how to become a go-to source for journalists.

What follows is the cliff notes version of what you’ll find in the video, and is covered in exercises through the accompanying workbook.

1. Thou Shalt Know Your End Goal

Before reaching out to the press, ask yourself: What do I want to be known for? If a journalist quoted you in The Wall Street Journal today, what would you want readers to take away about you? Define your core message before you pitch.

2. Thou Shalt Know Your Prey

Sending a pitch to the wrong journalist is a PR sin. Research their beat, past articles, and tone. If they’ve never written about your industry, they never will.

3. Thou Shalt Cultivate a Relationship

You wouldn’t ask a stranger for a favor, so why do it with journalists? Before you pitch, engage with their work. Follow them on social media, comment on their articles, and show appreciation for their insights. Be valuable before you ask for anything.

4. Thou Shalt Know Who You Are in 5 Bullet Points

Journalists don’t have time to decipher long-winded emails. Know your five key talking points?—?what you can speak on with authority. When introducing yourself, keep it short, sharp, and to the point.

5. Thou Shalt Strike While the Iron is Hot

Ever heard of newsjacking? It’s when you tie your expertise to a trending topic to insert yourself into the conversation. If there’s breaking news in your industry, be the first to reach out to journalists and offer a valuable perspective. Timing is everything.

6. Thou Shalt Take No for an Answer

Not every pitch will land, and that’s okay. Follow up no more than twice. If you don’t get a response, move on. Harassing journalists won’t get you coverage, it will get you blacklisted. Sometimes, it’s just about timing, so be patient.

7. Thou Shalt Never Give Up

While you should respect a journalist’s “no,” you should never give up on the process. If one journalist isn’t interested, pitch another. PR is a numbers game. Refine, adapt, and keep going until you find the right fit.

8. Thou Shalt Live and Die by the Clock

Journalists work on tight deadlines. If they reach out for a quote, respond immediately. If you miss their deadline, they’ll move on to someone else?—?possibly your competitor. Speed matters in PR.

9. Thou Shalt Be Persistent, Patient, and Promotional

PR isn’t instant gratification. It takes time to build relationships, land coverage, and see results. Consistency is key. Once you do get coverage, promote it! Share it on your social media, website, and newsletter.

10. Thou Shalt Trust the Process

PR isn’t an ad?—?it’s a relationship. You don’t control the final article, and you can’t approve it before publication. You can, however, control your messaging. Be clear, concise, and trust that your expertise will shine through.

Want the Full Breakdown? Watch the Webinar

These are just the highlights. In the full webinar, I go in-depth on each commandment, sharing real-world examples and actionable steps to help you land media coverage.

?? Watch it now on YouTube: https://www.youtube.com/watch?v=ECD42_bTcns

?? Download the free workbook to plan your steps: https://thepradvisor.com/10-tips-on-how-to-build-successful-relationships-with-journalists/

If you’re serious about getting featured in top-tier media and positioning yourself as an industry leader, this is the roadmap you need. And while you’re on my YouTube channel, make sure you subscribe as I will be making more videos based on my presentations to groups. You’ll get to see what others paid to access.

Let me know: which of these commandments do you struggle with the most? I’d love to hear your experiences.