One of the aspects I like most about working in public relations is interacting with the media. During my time in the industry I’ve been able to cultivate some great relationships with journalists, bookers and producers that have really helped my clients (and let’s not kid ourselves, myself as well). It’s rewarding to work with people you like and respect and make everyone in the process (yourself, the journalist and the client) happy.
Because I enjoy working with the press so much, I thought I’d share some tips that have helped me along the way. Nothing here is truly groundbreaking, but they work! The main takeaway? Relate to the reporter, whether it is personally, professionally or both. Here’s how:
- Stay in touch – Once you work with a journalist, producer or booker, it’s important to cultivate the relationship whether it be online (if they reside outside of where you work) or in person. Send emails outside of pitches; talk on the phone; meet up for lunch or drinks. This way, journalists get to know you and will remember you. Hopefully instead of chasing them to run a story, they might even come to you to help out with one!
- In a similar vein, but worth making note of, make the relationship tangible – I’ve always gotten the best results for clients with journalists that I have a real, in-person relationship with. It’s not always about taking them to lunch or for drinks. Meet up at networking events (Meetup groups) and trade shows (CES). Make it a point to show reporters that you’re interested in their beats and have clients that can help make their job easier. The enthusiasm on your face alone will probably seal the deal for them and make them want to work with you.
- Don’t abuse the relationship – Once a relationship has been established with someone from the press, don’t abuse it. It’s simple, just because you know them doesn’t mean you can throw any old pitch their way. If you start barraging them with pitches for multiple clients, they will most likely see it as harassment, desperate or annoying. Most likely, they’ll see it as all of the above and not want to write about or book your client. Be selective and appropriate with pitching the media, even when you do have a relationship with them.
- Be professional, but relatable – No one wants to work with a robot. If we did, I think PR professionals and journalists would have chosen different industries. Provide journalists with what they need in the most professional way possible: timely, politely and with all the information they might need. But add in some personality. They can probably get what they need from 10 other PR reps they know. If they feel connected to you or just genuinely like you, they’ll come to you every time.
There you have it! If you have any additional tips, feel free to post them in the comments section below or email me.
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