Building strong relationships with journalists is vital for successful public relations. A genuine connection increases your chances of securing coverage that enhances your brand’s authority.
However, today’s media landscape presents challenges. While communication tools have made outreach easier, shrinking newsrooms mean journalists are often overworked and less responsive to digital PR pitches.
Fostering meaningful relationships requires understanding their needs and delivering value through relevant, well-crafted stories.
Add in the fact that they receive hundreds of emails every day, and grabbing their attention feels downright impossible. Thankfully, providing value is an easy way to stand out.
The Importance of Strong Media Relationships
A strong connection between journalists and digital PR specialists drives compelling coverage. In the long run, both parties have plenty to gain.
Mutual Benefits
PR professionals rely on the media to get their stories out. That way, they can reach a wider audience, improving their brand’s credibility.
Online media coverage also has a positive impact on Search Engine Optimisation. It earns companies high-authority links that improve rankings.
70% of journalists, meanwhile, consider PR professionals (you could be the PR professional) essential to their success. They supply story ideas and offer the inside scoop on industry insights.
Under the right circumstances, this level of access makes their job easier and, therefore, yours.
Long-term Impact on Brand Visibility
Journalists are more likely to prioritise pitches from people they know.
If you cultivate your contacts, you have a better chance of building a consistent media presence for your brand.
This will cement authority, as coverage on reputable websites offers more credibility than ads or self-published content.
Additionally, a close connection to media professionals can prompt exclusive opportunities like long-form features and interviews.
Journalists who trust a brand’s PR also tend to deliver unbiased reporting, which can be helpful in times of crisis.
Strategies for Building Trust with Journalists
While there is no surefire recipe for getting journalists to trust you, there are strategies that can help you win them over.
Understanding Journalists’ Needs
Journalists receive an average of six pitches per day, which can lead to information overload.
When those pitches don’t even align with their usual beat, it adds unnecessary frustration into the mix and strains their relationship with the sender.
On top of that, they frequently face tight deadlines, so they may be slow to respond to emails. Therefore, you can make a good impression by being considerate of their time.
Research the journalist to make sure your pitch fits the topics they usually cover. If you don’t get a response right away, give it a few days before you reach out again.
Pestering them with emails won’t win you bonus points. It’ll do quite the opposite.
Providing Value
When the stories you pitch bring value to the journalist’s audience, your odds of securing coverage improve.
Rather than sending a bland press release, think about what readers are interested in. Can you help them fix a problem or learn something new?
Data shows that 68% of journalists prefer pitches that incorporate original research or expert opinions.
You encourage trust if you can become a reliable source of exclusive insights within your industry.
Personalisation in Outreach
A generic message won’t get you far when trying to build rapport with a journalist.
Since their inboxes are generally overflowing, you will only catch their attention if you personalise your approach.
Tailor pitches to individual journalists to show that you’ve done your homework.
You can reference their previous work and explain exactly how your pitch fits their beat. This level of effort is key for building a genuine connection.
Transparency and Honesty
On a similar note, be honest when reaching out to media contacts.
Don’t misrepresent your message by hiding your promotional motive, especially when the story is about boosting a product or service.
Overselling is another big no-no. 27% of journalists are concerned with maintaining credibility, so they have a knack for sniffing out fishy data and fact-checking everything they publish.
Always provide accurate information that holds up to close scrutiny.
Respecting Boundaries
A Muck Rack study found that 83% of journalists prefer to receive pitches via email.
While engaging with them on social media nurtures the relationship, sending a pitch via direct message can appear unprofessional and get lost.
As for calling, that approach should be reserved for breaking news, preferably if you already have a rapport with the journalist in question.
Being respectful of journalists’ time and boundaries is vital if you want your messages to be well–received.
Effective Communication Techniques
Building lasting relationships with journalists boils down to communication. If you’re strategic about your outreach, you’re in a better position to earn their trust.
Crafting Compelling Pitches
While how you approach journalists matters, the content of your pitch is what ultimately seals the deal.
Create a compelling narrative around your message to make it as relevant and newsworthy as possible.
Research from Propel shows that 80.14% of journalists reply to pitches under 150 words, so keep it short and sweet.
Therefore, start with an attention-grabbing opening sentence, outline your story in a few lines, and end with a call to action.
Utilising Multiple Channels
Just because email is the primary pitching channel doesn’t mean you can’t use other mediums of communication in your favour.
To build relationships, find ways to engage with journalists in their preferred online space.
Check out their articles and comment when you can add something relevant to the conversation. You can also interact with them on social platforms by liking or sharing their work.
If you only contact them when you need something, your relationship won’t evolve past the transactional.
Timing Your Outreach
Given that journalists are busy people, timing your outreach right can also play a role in securing coverage.
If you can link your pitch to the news cycle or an industry event, for instance, it will be more likely to capture interest.
Timely pitches show that you’re aware of current trends and have something to contribute.
Even so, avoid pitching during known hectic periods. The holiday season, elections, major events/crises - pitching during times when journalists are already overworked won’t be particularly effective.
The Art of Persistence Without Pestering
The quickest way to annoy journalists is to repeatedly send them “Are you interested in this story?” messages. However, a polite nudge can bring your pitch back to attention.
Follow Up at the Appropriate Time
A study among Australian journalists found that only 16% appreciate getting one follow-up email or phone call from digital PR specialists.
Nonetheless, a second email gives them another opportunity to engage if they missed your first one, so it shouldn’t be too intrusive.
When you don’t hear back, wait for about a week and shoot them a brief message that reiterates your main points.
A second follow-up, though, is appropriate only if the journalist has expressed some interest in covering your story.
Add Value in Your Follow-ups
The best kind of follow-up messages are those that add extra value to your initial story. See if you can find a new angle, provide an update, or offer additional resources.
That way, you have something fresh to bring to the conversation and increase the likelihood of your pitch being picked up.
Respect Rejection
Despite your best efforts, journalists may not be interested in what you have to share. When that’s the case, accept rejection gracefully.
Stop insisting when it becomes clear that the journalist isn’t keen to run the story. Ending the conversation on a positive note keeps the doors open for future opportunities.
Nurturing Long-Term Relationships
Building trust in your relationships with journalists goes beyond pitching. If your goal is long-term connections, go the extra mile.
Be Consistent
Engage journalists in regular, non-pitching interactions. You can email them industry insights or discuss trends even when you’re not looking for media coverage.
A friendly note around the holidays or other special occasions will also show that you value your professional relationship.
Network
Attend industry events to meet with relevant media face-to-face and spark more meaningful connections. Informal mixers can also be a networking goldmine.
Show Appreciation
Acknowledge when your pitches are used and provide feedback when appropriate.
You can point out specific aspects of the story you appreciated or share positive reactions from the brand’s audience.
Authenticity Fosters Connections That Last
Besides crafting relevant pitches, building long-term connections with journalists involves respecting their time and engaging with them on a human level.
You’re more likely to encourage trust if you’re authentic in your communication and show genuine interest in their work.
If you only focus on what the journalist can do for you, your interactions will stay surface-level. Prioritise collaboration, and the relationship will be successful on both sides.
