How Do You Build Effective Relationships With Media Contacts?
Public Relations Advice
How Do You Build Effective Relationships With Media Contacts?
In the fast-paced world of public relations, forging strong media connections is key, so we've gathered insights from PR experts and top executives. From engaging beyond professional asks to offering exclusive interactions, discover four unique strategies these professionals employ to build effective relationships with media contacts.
- Engage Beyond Professional Asks
- Provide Value to Journalists
- Create Personalized Experiences
- Offer Exclusive Interactions
Engage Beyond Professional Asks
Don't make each outreach an ask. It's so important to create healthy relationships that aren't solely focused on securing press for a client. Treat your network like people, and take an interest in them and their work. If you read an article they just published, send a quick email and tell them what you loved about it. And don't forget to reach out regularly; staying in touch is critical.
Provide Value to Journalists
From my experience, I've found that building genuine relationships with media contacts is key to successful campaigns. One unique approach I've taken is to focus on providing value to journalists, rather than just pitching stories. I make it a point to regularly share relevant industry insights, data, and trends that could be useful for their reporting, even if it's not directly related to my clients. This helps establish me as a trusted resource and thought leader in the space.
I also make an effort to learn about each journalist's specific interests and beats, so I can tailor my pitches accordingly. A one-size-fits-all approach rarely works. By taking the time to understand what they cover and what kind of stories they're looking for, I'm able to provide them with more compelling and relevant story ideas.
Create Personalized Experiences
One unique approach I've taken is organizing personalized, hands-on experiences that cater to the interests of individual journalists and editors. For instance, we hosted a series of events where media contacts could explore our latest technology and discuss industry trends in an informal, interactive setting. This not only provided valuable insights into our work but also allowed us to connect on a deeper, more personal level. By focusing on creating memorable experiences, we were able to build genuine relationships rooted in mutual respect and understanding.
Offer Exclusive Interactions
Whereas others might rely on the press release and formal pitches, I have made great mates out of my media contacts through a more personable and engaging approach to relationship building. One approach that works for me is offering journalists the opportunity to personally interact with products or services from the clients.
For example, if I'm working with a client in the travel industry, I might extend an invitation for a travel writer to stay at one of their properties or experience one of the company's unique excursions. This not only allows the journalist to gain more in-depth knowledge about the brand but also lets them devise something much more organic and appealing for their audience. It is, in this case, a win-win—the further development of rapport with the journalist and very significant exposure for my client.
One other strategy I have found useful is hosting occasions or meetings for media contacts exclusively. This could range from a product launch party to a behind-the-scenes tour, or even something as casual as a networking event. Events such as these unlock the possibility of one-on-one interactions and really put an environment in place that solidifies camaraderie and rapport between the brand and the people in the media.
