How to Become a Journalist’s Dream Contact
By: Doug Cipriani
Media relations is just what it says: relations. Building rapport with journalists is an essential way to not just secure coverage but to lay the groundwork for a positive relationship. The key is showing reporters that you’re a pro they can trust for a smooth working experience and that’s done by waving journalists your green flags – the things they want to see from their PR counterparts.
Embrace Consistent Communication
Part of building trust in any relationship is honest and consistent communication, and that is no different when working with journalists. Reporters want to know their go-to PR pros are trustworthy, and it’s on you to show them you deserve that trust. This means being clear in your conversations and delivering what you promise.
For example, don’t switch out the spokesperson you offered a reporter for someone else at the last minute or communicate that an announcement is under embargo or is an exclusive when the product is already on store shelves. The bait and switch or lie negates your credibility – you didn’t stick to what you agreed on and you’ve now impacted how their final article or segment turns out. Journalists are extremely busy, so remaining consistent with what you say from the pitch to the completion will help ensure you’re not wasting their time and damaging your relationship. Focus on delivering what they need to build long-term relationships with journalists and the results will follow (although maybe not at the exact time your client needs them.) Relationships are a long game.
Do The Homework
Including data, statistics and trends in pitches is great, but being able to back up the flashy figures is crucial. Backing up your claims with proof – studies, research or expert commentary – makes their job easier. And that’s our job. Wave the green flag of delivering what they need to help build a good relationship based on trust.
Respect Journalists’ Time
A journalists’ day is fast paced and almost always on deadline, so respecting their schedule and job demands is another key way to make it easy for them to work with you. Take note of any instructions and timing they provide when working with them, and be proactive to confirm these details. From there, adhere to the instructions they give you (e.g. don’t call me, text me; don’t text me, email me; don’t email me, whatsapp me, etc.) – meet the deadlines they set and submit assets and information in the format they ask for. The name of the game is being easy to work with in time for them to do their job.
Similarly, given their fast paced environment, they need PR pros who are responsive, especially when it comes deadlines. We know how great it feels when a journalist responds to our pitch quickly, so be the one to elicit the same response. Continue showing them you’re reliable and that they can count on you, and your relationships will go far.
Express Appreciation
The work doesn’t end once you’ve done all of the above and you score a great piece of coverage. Continue to show up by expressing your gratitude to the journalist. This can be a simple thank you note to them, showing them you value them enough to take the time to send a note thanking them instead of only when things go wrong. To go a step further, share the story on your personal LinkedIn, X, TikTok, or work to share it on the brand’s social channels too. Journalists appreciate the exposure and amplifying their work is a simple way to not only validate their work but also reinforce your connection.
By taking all of these steps, you’re telling the journalist that the relationship isn’t transactional. You’re communicating that you want to continue working together and that you value them, regardless of whether they remember your name or not!
Interested in how effective and successful media relations can support your business? Reach out to the Double Forte team for more information.