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If you’re in the business of PR, then you know how rapidly the field is changing. The act of crafting the perfect pitch, agonizing over which witty subject line is going to get the media to open your email and then waiting for the phones to ring is, quite frankly, extinct.

Whether you are someone who loves PR 2.0 and how it’s changed what we do forever, or curse it for making our jobs harder (because it has), the bottom line is that the rest of the media world is moving forward and you’re either headed in the same direction or falling behind.

So, let’s get moving! Here are a few tips for how to connect with the media and build lasting relationships:

Pick up the Phone.

This one isn’t rocket science, but you would be surprised how few PR professionals actually do this. Relationships aren’t created via email – introductions are. There are a thousand reasons why this is more successful than just email, but here are three of them:

1. It gives you a chance to build rapport with the reporter.
2. The writer may never take the time to look at your awesome pitch because they just don’t have time to read the 150^th email they got that day.
3. IT WORKS! Didn’t your momma always tell you the squeaky wheel gets the grease?

Stand Out from the PR Pack.

It can take three, five, maybe even 10 touch points before a writer tips – meaning s/he agrees to interview your client and converts it into an article. But, those touch points are more than just sending pitches and making following calls. Try sending reporters an article you think they would be interested in, helpful stats or even a source for another story they are working on (that has nothing to do with your agenda of getting covered).

The result? You build a relationship with someone that sees you as a valuable resource; someone that brings them great content, great sources and makes their jobs easier.  You also get someone who will at least be open to listening to what you have to say. You place yourself above the pack and offer value.

Google: It’s a Wonderful Thing.

Those of us that rely on Cision, Vocus, MediaAtlas or any of the other databases available to find media contacts know how inaccurate and unreliable these services can be. Not only that, but name, email and phone number don’t exactly tell you much about the person you want to reach. So Google them! Look at their LinkedIn and Twitter profiles. See if they have a blog – many journalists do.

Social media profiles and personal blogs can tell you a lot about a person – don’t be afraid to incorporate these things into a customized pitch. It’s not stalking! It’s doing your homework. And most of the time, the journalist will appreciate that you attempted to understand what they were all about before reaching out.

The media may be difficult to access, but those who take the time and effort to do so will reap the greatest rewards – client coverage and strong relationships with the media.

Colleen DeVine
Zer0 to 5ive Senior Strategist
Twitter: @DevineColleen