How to Build Effective Media Relationships

One of the building blocks of a good PR strategy is cultivating and developing good working relationships with journalists. This not only means knowing who to pitch to, but when and why. This isn't just about keeping a list of names with publications next to them in a spreadsheet, it means generating a sense of coexistence with the media over time. Journalists want to write about your business, they just don't know it yet. Building a strong relationship with journalists over time will ensure that your company gets the coverage it deserves, from an honest and transparent place of mutual respect.

Authenticity over Disingenuity

When you start dealing with journalists you'll have an immediate choice on how to present yourself. You can either start the relationship with transparency about your company and what it does, or you can muddle the truth — creating a future problem when that curtain is pulled back. It might seem ridiculous, but journalists will tell you they have often dealt with companies that hide certain aspects of their business in order to appear more appealing. This could be something small like hiding key product features or incomplete initiatives.

An even simpler example of this is calling something "revolutionary" or "the first ever". The former is completely overused and holds no weight with journalists, while the latter is rarely true.. Journalists will discover the truth and do their research, especially when they see these phrases making a claim that is likely unsupported. Be authentic, concise, support what you write with facts, and journalists will respond positively.

Pitch correct

Journalism has changed over the years. There are countless niches now, an overwhelming amount of verticals and opinion sections. Journalists sometimes stick to one niche, sometimes crossing over into many. It can feel difficult when compiling media lists to really place every journalist on the right list. That is why correct pitching in the beginning of a relationship with a journalist will foster a line of communication that makes it easier to update your lists in the future. 

Pay attention to what type of writer you are pitching before you pitch them. If you have a lifestyle product, unless there's a particular angle that crosses verticals, pitch to lifestyle writers and build those relationships. Don’t pitch a lifestyle product to a writer who usually covers the financial markets. This will help the journalist understand that you understand which verticals they cover, given them a bit more confidence in your contribution to the relationship.

That's why it's important, when first pitching journalists, to make sure that you do your research and read their most recent body of work. This methodology will get you closer to coverage and closer to building a relationship with the journalist. Also keep in mind that journalists are often just as busy as you are, so manage your expectations accordingly.

Check in and check your ego

Not every email to a journalist has to be a pitch. Sometimes it's just as fruitful (if not more so) to send them a birthday or holiday greeting email or just a hello from time to time. Journalists, like entrepreneurs and startup founders and CEOs are all just human after all and it can't hurt to acknowledge each other's existence without demanding something from the relationship in that moment.

At the same time, recognize that journalists get hundreds of pitches a week, deal with dozens of companies on a regular basis and keep their own Rolodexes of favored businesses. Check your ego at the outbox and be mindful that you could possibly be one of many — as they are to you. It doesn't take much to draw out a certain level of indifference with the media and acting like you are the only show in town can achieve that very quickly.

Respect deadlines and value time

One building block to a good working relationship with journalists is being mindful of their lead times, of their deadlines and of their time overall. This is a busy group of people, and the more efficient you are in communication, the more efficient they are when writing about your company. Journalists appreciate any effort you make to have quotes, data or whatever they've requested back to them with plenty of time to disseminate and write about it. 

Staff journalists especially tend to be always up against a deadline, always up against the wall. One tip for dealing with this is offering up plenty of lead time then limiting your check-ins to quick emails that simply jump the pitch to the top of the inbox. Be clear about your own deadlines and embargoes and don't play the urgency card unless it's absolutely necessary. Everything can't possibly be urgent all the time. When something is actually urgent, be understanding if journalists simply can’t get to it. If you maintain the relationship, there will always be a next time.

Be media friendly

Journalists are humans that are just as much searching for a connection with a good story as you are searching to tell yours.. In this case the connection is whatever newsworthy item your company is producing. This doesn't mean you have to bow to their whims and desires, but it does mean you should operate from a place of shared respect. The best PR allows room for both PR and journalists to come to an mutually respectful agreement on workloads, lead times, and so on.

When journalists contact your company, be prepared to handle that communication appropriately. Journalists do not like to be put on hold while you figure out who they should be talking to. That person should be at the ready and known to the company as the person who speaks to the media. When you contact the media, be sure to be consistent in your messaging and your tone until a solid relationship is built (at which point light asides and jokes are allowed).

Building relationships with the media doesn't have to be complex. Journalists are always looking for interesting companies to put a spotlight on and if you have consistent and frequent output, it benefits you to keep an open and honest line of communication. This line of communication keeps everyone working together in harmony and the content flowing.