10 Ways to Build Strong Relationships with Journalists

Building a good rapport with the key journalists in your sector?is not only about pitching your stories but creating a mutually beneficial connection based on trust and respect

Journalists play a pivotal role in shaping public perception, so establishing and maintaining relationships with the media is a critical aspect of any successful public relations strategy.?Building a good rapport with the key journalists in your sector?is not only about pitching your stories but creating a mutually beneficial connection based on trust and respect. Here's how to?build effective media relationships that will grow your business:?

1. Know Your Journalists:?

Before reaching out, take the time to research and understand the journalists you want to connect with. Focus on the key journalists in your sector. Familiarise yourself with their work, beats and writing style. This demonstrates that you value their expertise and are genuinely interested in what they cover. This will also help you to understand the stories they’d like to be pitched.?

2. Tailor Your Pitches:?

Show journalists how your story adds value to their audience and fits seamlessly into their content

Generic pitches rarely make the cut. Craft personalised and relevant pitches that align with a journalist's interests and their publication's focus. Show them how your story adds value to their audience and fits seamlessly into the content they produce.?

3. Establish Credibility:?

Journalists receive countless pitches daily. To stand out, establish credibility by providing reliable sources, statistics and relevant background information. If they see you as a trustworthy source, they're more likely to engage with your content.?

4. Build Relationships Before You Need Them:?

Don't wait until you have a story to pitch – or worse,?a crisis to deal with - to start building relationships

Don't wait until you have a story to pitch – or worse,?a crisis to deal with - to start building relationships. Engage with journalists on social media, attend industry events and participate in relevant conversations. Building rapport over time increases the likelihood that they'll consider your pitch when the time comes.?

5. Respect Their Time:?

Journalists work under tight deadlines and heavy workloads. Be concise and get to the point in your communications. Try not to contact journalists when they’re likely to be filing their copy and respect their time by providing all the necessary information upfront and making yourself available for any follow-up questions they may have.?

6. Be Responsive:?

When a journalist expresses interest in your pitch, respond promptly. Provide additional information, arrange interviews, or connect them with key contacts. A timely and efficient response builds trust and helps to streamline the process.?

7. Share Exclusive Content:?

Journalists are always on the lookout for exclusive and compelling stories. Offer them unique insights or access to information that others may not have. Providing exclusivity can not only make your pitch more appealing and increase the chances of coverage but it will also make you one of their go-to contacts.?

8. Feedback Matters:?

If a journalist provides feedback on your pitch or coverage, take it seriously. This is a great opportunity to use their?constructive criticism to refine your approach so you can?send better pitches?in the future, which are more likely to get accepted.?

9. Stay Updated:?

The media sector is fast-moving with?journalists’ beats constantly evolving and media outlets?changing quite regularly. So, stay informed about changes in their coverage areas and adjust your pitches accordingly. ?

10. Say Thanks!:?

It doesn’t take a lot of effort but when a journalist covers your story, thank them! A simple thank-you note goes a long way in building and maintaining strong relationships with journalists. Acknowledge their efforts and let them know you appreciate their work.?

Building strong relationships with journalists is an ongoing process that requires time, effort and genuine interest. By understanding their needs, respecting their time and providing valuable content, you can create lasting connections that benefit both parties.?

Hi, I'm Jane Griffin, a Chartered PR Practitioner, PR consultant, founder of Positive Story?PR Consultancy and former BBC and ITN television news reporter.???

I'm passionate about helping sustainable tech start-ups, and engineering and infrastructure companies win new business and investment with strategic PR.????

If you would like help with your strategic PR, contact me?for a confidential, no-obligation chat:?[email protected] ?

In early 2024, I will be launching a new step-by-step online PR course for entrepreneurs, founders and start-up owners. To get updates on this as well as PR tips and advice for your business join my Facebook group,?PR That Sells ?or follow me on my new Instagram account?@janegriffinpr ?