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Going back to PR 101, public relations is most widely defined as a strategic communication process that builds mutually beneficial relationships between an organization and its public. Those beneficial relationships extend to the media – the journalists and freelancers writing stories to educate their B2B audiences and helping brands build awareness and leadership in the meantime.

Sometimes, a struggle for PR professionals is building these relationships beyond being merely transactional. Real relationships take time, effort, and a clear understanding of the types of stories your media is looking for, and how your client can be a relevant, helpful source.

Are you looking to build better media relationships? Below are some tips to get started!

Research

When introducing yourself to reporters, you need to know what they have covered and how your client fits into their beat. Do not waste your time, or theirs, if there isn’t an immediate parallel between your client and their coverage. If you’re building a media list from scratch, conducting simple audits of competitive companies can give you a good idea of which journalists to reach out to. Additionally, it’s always important to be cognizant of reporters shifting roles – and, in some cases, media outlets being bought out – so that you’re always on top of the most relevant journalists and publications.

Well-Crafted Pitches and Rapid Response

The best way to get a reporter’s attention is with a snappy subject line and a well-written pitch that offers a relevant topic or metrics that positions your clients as the best source. Reporters get hundreds – maybe even thousands – of emails every day, so your message needs to stand out to grab attention. One practice that can help break the ice is reaching out to journalists who have written similar stories, letting them know you have a source with relevant experience for future stories. When working at relationship building, this can be an easy way to showcase you’re taking interest in their work by reading their articles, as well as your client’s value without pushing for a specific end result. Check out our blog on rapid response for more tips!

Exclusives and Embargos

Reporters love getting the first crack at new news, so having the ability to either offer an exclusive or giving them an early heads-up can be a great way to engage with them. Not only is a newsworthy story about your client on the horizon, but early access can also give them time to facilitate interviews where they can become more aware of your client’s expertise and build rapport. As a PR professional, you must set the right strategy for any type of news, but exclusives and embargos don’t always have to be limited to the big stuff, like funding or M&A. Offering reporters a heads-up on product news is welcome. When an opportunity presents itself, you must take it!

Hustle, Patience, and Time

Unfortunately, there is no magic formula to make a relationship work; they take time and patience. Some reporters can take weeks, if not months, to respond, so you have to keep at it. Being selective with your pitching and knowing when to ease off when you’re being aggressive are good skills to possess. Sooner or later, the hope is that your desired reporter will notice you, but you must not push so hard that you annoy them or completely break off the potential for a relationship. If you don’t think an angle is good enough, speak up and don’t pitch it! If you have a game-changing case study that demonstrates your client’s capabilities, you might be in the game. It all just takes time!

Reliability

When you’ve finally scored an interview for your client, and they show up prepared and engaged, resulting in a fantastic story, shout it from the rooftops! For you as a PR professional, this is your next step in your relationship with this reporter. Send them a thank you note and share the story on your LinkedIn, BlueSky, and X. This will show the reporter you care, and help drive more eyes to the story. Following this, you have to find a balance for keeping your client top of mind for future stories. A general rule is not to pitch the same reporter after a story has just run, as they tend to want to spread out sources for different articles. But if you have another important announcement, keeping them abreast of the news is an exception. The news moves at breakneck speed, so clients that can meet tight deadlines with informative, reliable commentary will be the ones that keep these reporters coming back to you.

Politeness and Respect

It should go without saying that reporters should always be treated with respect, even when you’re getting antsy about them passing on your story or not responding to your emails or phone calls. It happens all the time – even with reporters you may have worked with for years. While hustling and grinding are significant parts of the job, reporters have their own guidelines to help control their work. If they said “do not follow up,” do not follow up with them. If they say “Keep in Mind,” respect the note and keep them in mind for your next angle or announcement. Following their rules will make you stand out, hopefully leading to a strong working relationship.

Journalists are people, and like anyone, they vary widely in how they work. PR practitioners rarely know what stories they are working on, so luck and timing are also factors in landing interactions. However, knowing the reporters you are reaching out to, providing helpful information, offering a heads-up on news, and always being proactive keeps you in the best light.