?? From Pitches to Partnerships: Building Strong Relationships with Journalists and the Media

For those who know me, you know I’m a news junkie. I read articles across business, music, current events, travel, science—you name it. Sometimes, I even reference them in conversations, which has earned me some good-natured teasing from friends and family: “Here he goes with ‘According to a Yahoo Finance article…’” or “Here comes Justin with the articles again!” ??

Beyond being well-read, people frequently reach out to me for insights—especially in business—because I’m constantly learning through reading, research, and hands-on experience. ?? #WellRead #NerdLife #KnowledgeIsPower

But one of the most valuable things I’ve learned is how to build strong relationships with journalists and the media. Over my career—spanning Fortune 500 companies, government, real estate, music, travel, education, and entrepreneurship—I’ve cultivated connections with journalists, Hollywood producers, and media insiders. When I started blogging and creating content over six years ago, dozens of journalists started following me, and I’ve since collaborated with reporters from Forbes, TheStreet, U.S. News & World Report, and beyond.

Here’s what I’ve learned about turning pitches into lasting media partnerships:

1. Build a Personal Brand to Become a Go-To Expert

Why build a personal brand? Because when you establish yourself as a credible, visible thought leader, journalists will come to you—instead of the other way around.

?? Example: I frequently share insights on corporate travel, sales (including b2b), marketing, finance, and leadership, and over time, reporters have reached out for quotes, expert commentary, and media features—without me even pitching them. When your name becomes synonymous with business expertise (or any other expertise), the media naturally turns to you.

How to Establish Yourself as a Trusted Source: Share valuable insights on LinkedIn, industry blogs, and media platforms. Engage in industry conversations—offer fresh perspectives, challenge ideas, and add depth to discussions. Be consistent and visible—when journalists need an expert, they'll keep you in mind for upcoming projects they're working on.

Bottom Line: The more you control your narrative and showcase your expertise, the more media opportunities will come to you.

2. Build Authentic Relationships

The best media relationships are built long before you need a story published. If you only reach out when you want coverage, it’s like texting someone only when you need a favor—it feels transactional and insincere.

??Tip: Engage with journalists organically—share their articles, comment on their work, and provide insights without expecting anything in return.

?? Example: I’ve had journalists reach out months later for an opportunity because I stayed on their radar without constantly asking for coverage. The key is to add value over time.

3. Be a Resource, Not Just a Requester

Journalists are constantly looking for credible sources, fresh perspectives, and industry insights—not just people trying to get featured. If you can help them without expecting immediate coverage, you’ll stand out.

??Tip: If a journalist is covering a topic you have expertise in, offer off-the-record insights. If it's outside your expertise, introduce them to a relevant expert. They’ll appreciate the gesture and remember you when they need a source in the future.

?? Bottom Line: When you help journalists do their job better, you naturally position yourself as a trusted, go-to source.