The Ultimate Guide to Meeting Journalists For Coffee or Lunch
This is a practical guide with tips for what comms pros can do before, during and after meeting a journalist face to face.
I love meeting comms pros for coffee or lunch. I make a point of getting drinks (of the hot chocolate/smoothie variety) in the diary several times a week because nothing beats face-to-face conversations. It’s one of the most rewarding parts of the job.
This edition is filled with practical tips that comms people can use before, during and after a meeting with a journalist over a peanut butter smoothie or a chicken schnitzel (or a veggie quiche if you’re that way inclined). This is especially useful if you’re meeting a reporter for the first time and want to start building a solid, long-term relationship.
For an initial meet-up, I tend to recommend coffee rather than lunch. It’s less time-intensive for both sides. Where possible, it’s also worth choosing a spot close to the journalist’s newsroom. Of course, if they’re working from home, this needs a bit of flexibility and judgement.
Right, let’s talk about how to make the most of a meeting when time-pressed journalists aren’t straying too far from the newsroom…
What should comms pros do before meeting a journalist for coffee/lunch?
I’d advise trying to map their professional pressure points, not just their beat. Instead of knowing what they cover, figure out: What they could be under-resourced on (time, data, access, expert voices or visuals). What they write about often and could be tired of writing? What do they enjoy covering and want to cover more of? This research will give you a great springboard to asking brilliant and informed questions.
Scan their last 5–10 pieces and note any patterns. Look for what isn’t there but you think should be. Sometimes absence tells you more than presence. Are these gaps you could fill?
The question you should have on your mind going into the meeting is: “Where can I quietly make their job easier over the next year?”
Bring one thing with you that isn’t a pitch. Do you have a trend you’re seeing that hasn’t made the news yet? An unexpected data point? A contrarian point of view from an expert they don’t yet know. Do you have a “this might never be a story, but…” insight? This helps reframe you from PR to informant.
Go into the meeting with an internal goal. This could be “understand how they like to be pitched” or “sense-check whether X is even on their radar”.
What should comms pros do during coffee/lunch with a journalist?
