In public relations, media coverage is one of the most powerful tools for building credibility and visibility. But here’s the truth: journalists don’t just cover stories — they cover people they trust.
If you want consistent media attention, you need to think beyond pitching and focus on relationship building. Here’s how to cultivate stronger, long-term connections with journalists in 2025.
1. Do Your Research Before Pitching
One of the fastest ways to damage a relationship is to send irrelevant pitches. Journalists receive dozens (if not hundreds) of emails every day.
- Read their recent articles
- Follow them on social media
- Understand their beat and audience
🔑 SEO Tip: Search for “[journalist name] + recent stories” to see what they’re writing about now.
2. Provide Value, Not Just News
Strong media relationships are built on trust. Don’t only reach out when you want coverage — share resources, insights, or expert commentary that helps them do their job.
🔑 Pro Tip: Offer data, reports, or access to experts even when it doesn’t directly benefit you.
3. Personalize Every Pitch
Generic press releases sent to mass email lists rarely work. Journalists appreciate when you tailor your outreach to their interests.
Example:
❌ “We thought you might find this news interesting.”
✅ “I noticed you’ve been covering supply chain trends — our latest research may add a new angle.”
4. Respect Deadlines and Preferences
Journalists work under pressure. If they ask for email over phone, or quick bullet points instead of long paragraphs — respect that. Flexibility makes you a go-to source.
5. Be Available When News Breaks
Relationships aren’t just about outreach. Being responsive when journalists need a quote, a fact-check, or quick access to your executives is one of the best ways to earn trust.
6. Follow Up (But Don’t Stalk)
If you don’t hear back, a polite follow-up after a week is fine. More than that risks damaging the relationship.
Conclusion: Relationships > Pitches
The most successful media relations strategies are built on relationships, not one-off pitches. By providing value, respecting preferences, and showing up consistently, you’ll become a trusted partner that journalists return to again and again.
Free Download: Media Outreach Tracker
👉 Keep your journalist relationships organized with our editable Excel tracker. Log contacts, track your pitches, and schedule follow-ups — all in one place.
