Establishing solid relations with the reporters covering your industry can yield numerous benefits for your brand, from greater visibility and access to new audiences to accurate communications during a crisis. But be aware that forging such coveted relationships requires consistent, long-term effort. For one, just consider how many others are vying for a reporter’s attention.
Think of the journalist as the most popular kid in the lunchroom—everyone wants to sit next to them, but there are only so many seats. In fact, recent research indicates there are seven PR professionals for each journalist in the U.S. alone. Reporters can be choosy about who is getting that seat.
This is why we’re offering five best practices for breaking through the noise to build—and maintain—those all-important reporter relations:
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Be relevant
Consider the journalist’s needs in terms of the type of story they’re looking for and its actual newsworthiness (software upgrade 2.4.1, we’re looking at you). Also, instead of a mass outreach, identify those reporters whose beats most closely align to your story and personalize the pitch to their interests. As part of this, learn and stick to their preferred pitching methods. (For tips on writing press releases that can help gain journalists’ attention, go here.)
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Be reliable and helpful
Be ready to offer assistance when requested, even if it doesn’t result in an immediate return. Also, facts are a journalistic currency, so have yours straight whether pitching a story idea or taking part in an interview. Fact-checking is way easier than asking for a correction or retraction, which is likely to harm the relationship.
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Be timely
Always respond promptly to media inquiries when you receive them as reporters are perpetually on deadline. This also means encouraging executives to be on time for scheduled interviews and avoid last-minute cancellations.
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Be on their radar
Once you’ve established relations, don’t reappear only when you have major news to share. Keep connections alive by engaging with reporters on social platforms in non-salesy ways, and by issuing regular press releases to remind them that your brand is active so it remains top of mind.
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Be exclusive
This is one some brands are reluctant to do, but often it’s a necessity since media outlets want to be the first to break a big news story. This doesn’t mean other publications can’t or won’t cover you—it just means someone is getting access to the news first. We often distribute releases in advance under embargo or conduct advance interviews to ensure top-tier outlets get the first crack.
Remember that networking with reporters is a two-way street with mutual benefits: Ideally, you gain potential for coverage while they get a respected resource they can count on.
Our skilled media specialists have spent years establishing journalist relationships that help our clients secure coverage in media outlets of importance to their audience. They can also help make introductions between their media contacts and your brand to forge long-term relationships beneficial to building market visibility.
Contact us today to learn more about how we can help you gain the media coverage you need to support your business objectives.