Think about for a second what reporters are tasked with every day—the limitless stress of latest deadlines, sourcing tales, scheduling interviews and rapidly turning round a number of tales. If that’s not sufficient, journalists can obtain almost 100 PR pitches every day, most of that are irrelevant, uninteresting or careless sufficient to deserve the dreaded #PRFail public shaming on social media.
As media relations professionals, we should always construct lasting relationships with reporters by demonstrating and delivering worth over time, not simply after we need protection on the most recent product launch, firm announcement or pattern story.
To successfully forge a working rapport with reporters, it’s crucial to recollect these three easy guidelines:
1. Interact and verify in
I’m embarrassed to confess that as a junior PR practitioner it took me a very long time to comprehend “pitching” and “media relations” weren’t the identical factor. Pitching is merely one side of well-rounded media relations, which ought to lengthen far past the act of sending out a pre-approved pitch and making a follow-up name. Guarantee the connection is a two-way road, that you just’re not solely approaching them when “you” want one thing.
Take into account planning espresso conferences with reporters to study their focus areas and pursuits, as a journalist and as a person. Arrange periodic check-ins to allow them to study new modifications along with your firm or shoppers, and to get a way of their most well-liked technique of communication for numerous tales. Do they like written feedback or interviews? Do they need cellphone calls or texts for breaking information, or would they like an electronic mail?
Moreover, learn their articles and allow them to know your ideas. Determine tales you discover attention-grabbing and interact in a dialogue by way of electronic mail or on social media platforms. That’s it—no catch. Don’t plug a shopper or spokesperson. This can be a real strategy to share that you just respect the work they’re doing and present that you just acknowledge their work, whether or not it consists of your material knowledgeable (SME) or not.
2. Be genuine
After all, should you’re going to inform a reporter you preferred their article, it will be smart to have really learn it. You’ll be able to’t faux authenticity. Make sure that everytime you’re speaking with a reporter (or anybody) you really imagine what you’re saying.
Discover a mutual curiosity, and don’t be afraid to say it when talking with or emailing them. When you went to the identical college or like the identical sports activities crew, add a P.S. to your pitch. A easy gesture like this may present you took the time to study a bit about them and provides a taste of character outdoors of looking for protection for a shopper.
3. Take heed to them
Lastly, take note of what they share with you. In the event that they let you know to not supply interviews, don’t supply interviews. If they like to obtain pre-drafted statements, ship them pre-drafted statements. This looks as if the best of the three guidelines, however I’m shocked to listen to tales of reporters consistently receiving pitches in classes they’ve already indicated aren’t a match. Take note of their preferences and regulate the way you work together with them accordingly. This implies you’ll must tailor your outreach based mostly on who you’re pitching (a novel idea, I do know).
As a communications skilled, the flexibility to construct relationships with members of the media is without doubt one of the most dear expertise you possibly can have in your portfolio. It might launch or additional a profession and can assist elevate your organization or shopper’s presence within the media. Nevertheless, like some other relationship, media connections are constructed on belief and expertise working collectively. Put your self in a reporter’s footwear and do not forget that a profitable working relationship is a two-way road.
