How to Become a Journalist's Go-To Contact
12 tips to help you become a reporter's first thought when a major story breaks
Every journalist has a mental shortlist. The people on it are the ones we call when a story breaks, an op-ed is needed at short notice or a complicated topic needs explaining clearly and quickly.
The good news? That list isn’t fixed. If you’re not on a reporter’s mental shortlist yet, the tips in this edition will help you get there.
While writing this, I found myself thinking about my favourite comms pros and why I rate them so highly. The thing they all have in common? They make my job easier. They’re also all trusted, responsive and consistently helpful.
So, here are my top tips on how to become a journalist’s go-to contact:
Be a fixer when you can’t be the answer. If a query isn’t right for you, recommend someone else who can help. Becoming the person who solves problems, even indirectly, makes you invaluable.
Share value even when you have nothing to promote. Send a heads-up or a piece of industry intel with no agenda attached. It shows you care about the journalist’s beat, not just your client/organisation.
Make the journalist your go-to. This sounds counterintuitive but the best comms pros make me feel like I’m being offered all their best stories/ideas first and exclusively. That sense of trust and priority goes a long way.
Keep the process invisible. Sign-offs and approvals should happen behind the scenes. From a journalist’s perspective, the process should feel seamless. Just deliver the outcome.
Acknowledge quickly, especially on breaking news days… and Sundays/out of hours. If a query lands and you’re still gathering information, say so. Silence is far more frustrating than “I’m looking into this and will revert shortly”.
We have seven more tips for paying subscribers to help you become a journalist’s go-to contact.
