12 Ways PRs Can Build Meaningful Relationships With Journalists
Mastering media relationships in busy newsrooms
In an age of overflowing inboxes and shrinking newsrooms, building genuine relationships with journalists has never been more important...or more challenging. I’m going to go so far as to say that in the age of AI and fake experts, they’re non-negotiable.
A well-crafted pitch might earn you a click but trust and relevance are what earn you a reply, and ultimately, coverage. Before we get into my top tips, I want to stress that a solid relationship with a journalist will not get your story published but it makes you way more likely to get a reply or feedback.
The thing I value most about the PRs that I have a good relationship with is that I trust them. The people who spring to my mind are reliable and responsive. They have gone out of their way to deliver a quote or an op-ed for my readers beyond the standard 9am to 5pm day. They work fast. Many are also useful beyond their clients/organisations. They’re not always trying to promote their cause.
There are also lots of ways that PRs can be helpful to journalists outside of pitching. So, here goes...
Help journalists spot patterns or trends early. You’re likely seeing what clients in a particular industry are worrying about before it hits the mainstream. Sharing that with journalists, even off the record, is incredibly valuable. If three clients are suddenly asking about the same risk or regulatory issue, there might be a story there.
Give journalists a heads-up on what’s not worth covering. Yes, you read that right. A trusted PR will sometimes say “Honestly, I don’t think this story’s for you but keep an eye out for what we’ve got coming up next month.” That kind of honesty builds credibility and it shows you’re not going to waste a journalist’s time for the sake of getting something placed.
The days of lunches and coffees are not gone. I go to a local Westminster watering hole so often that they know me by name. When I asked whether others are in there as often as I am, a staff member laughed and answered “Sure, if that helps you sleep better at night.” I know PRs and newsrooms are squeezed on time but keep trying to get coffees and lunches in the diary. My advice is to make an initial in-person meeting with as low effort as possible for a journalist. Try a 30 minute coffee right by their offices. You can always do a longer lunch later down the line.
If you do secure a coffee or lunch with a reporter, don’t drop off the face of the planet afterwards. The in-person meeting is the start of the relationship, not the end. You’ve got your in so keep in regular communication with an email or WhatsApp message (I’m not totally against that) every once in a while.
If calling a journalist about a press release, then please don’t just read out a script. PRs or press officers who call to rattle off a few paragraphs have usually already emailed me the same speech moments earlier. I don’t think these kinds of follow-ups or pitches work. It’s not a memorable (or meaningful) interaction. If you do ring, please be able to answer the questions reporters might ask (especially those that aren’t on your script)!
Pick up the phone and give me a call - but make sure you’re doing something more than pitching. Some of my favourite PRs/comms pros call me and it starts off feeling like a chit chat about something cool they’ve found, read or heard. It humanises them because they’re often sharing things they’ve genuinely found interesting. I’ve often found stories this way too. Then, they’ll circle back to the reason for their call with something like “Oh, by the way, I wanted to talk about XYZ.” This may work best for those with somewhat of a basic relationship with a reporter first.
Genuinely engage with professional social media accounts. There is a PR on LinkedIn who has moved over to following me on my Instagram account. She appears to be genuinely engaging with my content. When her name pops into my inbox with a pitch, I’m definitely going to open and engage with it because I’m confident she knows what my journalism is about. She’s done her homework in an organic way by watching the things I share online.
Bring reporters in to speak to your teams/host Q&As/panel events. A great way to build networks with journalists beyond pitching is by inviting them in to meet and speak with your teams. An organisation I did a media masterclass for earlier this year emailed me just last week. It was nice to see them pop into my inbox again. I clicked on it straight away because I know what they’re about. The Q&A helped them gain insight from a journalist’s perspective but it helped me get a sense of what they do and what stories they’re able to provide me with.
Invite reporters to conferences/events/press trips/site visits. Again, I know resources are being squeezed on all sides, but getting people face-to-face is still the best way to build relationships. Try to make that happen however you can.
Did you like a piece a journo wrote that has absolutely nothing to do with your clients/organisation? Tell them you enjoyed the piece. This has a lot to do with being human. Did you spot a piece in the paper you liked? Did something a reporter shared on LinkedIn make you think? Get in touch with the journalist to let them know! A direct message on a social media platform may be the best way of doing this.
Don’t aim to build relationships with the most senior journalists in newsrooms. I still remember the first PRs who asked me out to coffees when I’d only just started out as a journalist. This is a great entry point for people new into PR too. Find new journalists and you can climb the career ranks together!
Pick up the phone before 9am and after 5pm. I know the people who’ve picked up the phone at 5pm on Friday and pulled through with 400 word op-eds. You never forget them. I’d go back to them for reaction/comment pieces in a heart beat. I know some of the things I’ve suggested above are demanding, and beyond a standard job description, but journalism doesn’t operate as a 9am to 5pm gig. That’s just not the job. People who can spring into action out of hours are true, unforgettable heroes of the newsroom.
What else would you add to the list to help PRs build genuinely meaningful relationships with journalists?
Remember folks, keep this just between us! We’re off the record.
Thank you for reading Off the Record! There are more than 2,400 subscribers now! I want to make my weekly newsletter as helpful as I can, so please get in contact if there’s anything specific you want to see.
I also offer media masterclasses for brands/PR agencies looking to sharpen their storytelling, improve their relationships with journalists and boost their media coverage. If you’re interested, please contact me at stephspyro1@gmail.com