One of the most valuable assets of any PR agency or comms professional is the strength of their relationships with the media. Forging and maintaining solid connections with journalists is essential for securing both current future coverage for your clients or organisation. At MediaCast, we pitch to and connect with journalists all day every day – from the TV newsroom chief of staff, to radio producers to print journos, we strive to make meaningful connections that last well beyond the opportunity at hand.

Here are our top five tips for developing and sustaining a long-term partnership with journalists:

1. Personalise your pitch

Personalisation is the cornerstone of building a good relationship with journalists. Take the time to research their recent articles, ensure you have their name correct, and align your story angle with their interests and beat. This not only increases the chances of your story being picked up but also lays the groundwork for a genuine connection.

2. Simplify the interview process

When a journalist expresses interest in interviewing your spokesperson, the quicker you act, the better! Provide them with the most accessible contact information, detailed profiles of the spokesperson, headshots, and key messages you want to convey. Smooth communication is crucial - make it as easy as possible for them to connect with your talent with minimal back and forth.

3. Equip them with everything they need

Proactively supply journalists with all the supporting information and images they may require, even before they ask. Making the process straightforward will significantly improve their experience and your results. Not only the spokesperson bios, headshots, but also additional brand information, data and high-quality images that they can use to assemble their story efficiently.

4. Be transparent about exclusives

Transparency is vital in media relations. Journalists receive countless emails daily, so it’s important to be clear about whether you’re offering an exclusive story opportunity and if so, when you’d like to hear back by before you offer it elsewhere. If a journalist asks directly, let them know if you’re also pitching to other media outlets if that is part of your pitching strategy. Such transparency will help journalists gauge their interest and manage their stories more effectively as well as building trust with you as a contact.

5. Don’t forget to say thank you

Remember to acknowledge journalists once a story airs! To build a positive relationship, send a thank-you email after your story is published or aired, expressing your appreciation for their work. Sharing the story on LinkedIn, tagging the journalist, and giving them a shout-out can also strengthen your connection and keep you top-of-mind for future opportunities!

At MediaCast, we truly believe that investing in your relationships with journalists will always be time well spent! By following these tips, you can foster enduring connections with journalists that enhance both your PR initiatives, your clients’ outcomes and the journalists’ storytelling goals.

If you’re seeking to streamline your PR efforts and make them more effective, give us a call at 07 3160 3370! We’ve spent the last ten years cultivating strong relationships with media outlets across the country. Check out our client success stories here!

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