Media relationships are essential for public relations professionals. According to a recent study conducted by the U.S. Department of Labor, there are six PR pros for every one reporter. It can be difficult to maintain relationships, or make new relationships with journalists, with numbers like that. How do you stand out in this fragmented media landscape? At Ellipses, we work hard to build and maintain our positive relationships with the media. Below are a few pointers on how to better connect with journalists.
Attend industry networking events – Attending networking events is a great way to meet and connect with key industry players. Our PR team recently attended the BATW Spring Mixer at SF Travel. It was a fun way to meet local travel writers and connect with our existing media contacts. Journalists are more likely to respond to messages from someone they have met, so it is important to establish a relationship in-person whenever possible.
Personalized pitching – Loved an article? Send a note to the writer! If you want to start a relationship with a journalist, begin by responding to pieces they write. Make sure to share honest feedback on what you enjoyed about their piece. This is a great way to show journalists that you follow their work and understand what they cover. When possible, share story ideas based on their recent coverage. Engaging with content is one way to ensure your name stands out to journalists.
Social media (Twitter/Instagram/Facebook) – Take the time to follow the media contacts you want to connect with on social media platforms like Facebook, Twitter, Instagram, LinkedIn, etc. These social media platforms are a great way to keep up with journalists and see what they are working on. Develop a dialogue by commenting, liking, and sharing posts that interest you. Showing sincere interest in their work before sharing story ideas or pitching is important.
Meet in person (coffee or lunch meetings) – Don’t underestimate the value of face-to-face connections. Connecting offline is a great way to establish a relationship with journalists. Setting up a coffee or lunch meeting is a more personal way to discuss possible ways to work together. This is an authentic way to build rapport and set the foundation for a great professional relationship. Make sure to ask them about what they are working on and what types of stories they need before diving into your client base.
PR Pros we want to hear from you! How do you connect with reporters? Let us know.