No matter what the flashy headlines might claim, journalism remains a bedrock of how we learn about what’s happening around us—including in the business world.
In my years at Goodwin Consulting, I’ve helped companies of all kinds hone their media relations skills, pitch stories, and get more out of their connections with journalists. The key is putting in the effort to establish genuine, mutually beneficial relationships.
Relationships with Journalists Are Two-Way Streets
Your relationship with a media contact is like any other business relationship: you must nurture it for it to thrive. I encourage businesses to think about these connections as two-way streets. You already know the value a journalist can provide for you. Now, ask yourself: “How can I provide value to them?”
Journalists are often incredibly busy. Given the speed at which today’s news cycle moves, they must act quickly to track down leads and experts on an array of subjects, all while fielding a constant stream of requests and pitches—often from people who don’t understand their beat.
So, don’t become part of the noise. Here are some examples of how to develop and nurture meaningful relationships with journalists:
- Make a journalist’s life easier by reaching out to provide a valuable tip (even if it has nothing to do with your business) without expecting an immediate return
- Engage with journalists on social media and compliment their work
- Attend events where you can meet journalists in person
- If you make a misstep, apologize and learn from your mistakes
These actions will not only help you establish credibility and trust for the next time you pitch a story but also keep you top of mind for unexpected opportunities.
In the end, journalists want relationships with businesses and PR professionals who understand their beat and content just as much as businesses and PR professionals want relationships with journalists who can get their message in front of their target audience.
How to Initiate a Relationship with a Journalist
Thinking of contacting a journalist but unsure how to make the first move? In my years of experience coaching companies on media relations, I’ve learned what businesses should do before, during, and after reaching out to a journalist for the first time.
Before. Research the journalist’s beat, learn the details of the topics they cover, and above all, read their work.
During. Keep your initial email short, sweet, and relevant. In that same message, be sure to provide some value, such as an expert source or relevant information you learned from an event, customer, or colleague.
After. Always follow up—not just once, but regularly. Because journalists often change seats, staying in touch will keep you informed about whether they’ve switched beats or outlets—or moved onto a new career altogether.
Good Media Relations Lead to Good Wins
The relationships I’ve built with journalists throughout my career have proven mutually beneficial time and again. I provide value however I can, follow their beats with interest, and cheer them on from the sidelines. In return, I am treated with the trust and respect I have earned. For example, there have been many times when journalists have reached out to me directly for sources or story ideas, helping me score wins for my clients.
Need support with your media relations strategy? Reach out today—I’d love to help!
