The media landscape is constantly changing. With newsrooms getting ever smaller, breaking through has becoming increasingly competitive, making it harder than ever to catch reporters’ attention and interest. Both quantity and quality of media relationships are a key component of any successful communications program, so it’s up to PR pros to evolve with the landscape, and build strong and long-lasting relationships with journalists.
Here are a few of our favorite tips for breaking through the noise:
- Be(ing)Real: It can be easy to think of reporters as coverage gatekeepers, and they are, but they’re also human. Seeking out opportunities to connect on something personal — sharing travel tips or a restaurant recommendation — can help build a personal relationship, so the interaction doesn’t feel transactional.
- New Role Niceties: When changing publications or shifting beats, journalists often seek out tips or introductions to the who’s who in the new-to-them space. Keeping an eye on target journalists’ LinkedIn and X (Twitter) feeds to jump in with a quick “Congrats on the new role!” can provide an opening to introduce a brand or executive.
- Read Their Stories: It might seem obvious, but actually reading and engaging with a journalists’ articles goes a long way in building a relationship. Share an article with their tag on social media or send an email with a specific element you liked about their story — everybody likes a compliment! And, if there’s a relevant tie-in, it can be a good opportunity to offer an exec to share a counterintuitive or unique point of view.
- Outside the (Zoom) Box: In-person interactions are simply more memorable. An offer to meet a journalist for a coffee (or cocktail), reintroducing yourself at a conference or a friendly wave across the Subway platform can strengthen a digitally-built relationship. The same is true for executives; tacking a reporter meeting onto a business trip can make the trip even more impactful.
The world of B2B tech media is small — building and maintaining strong relationships with reporters can pay dividends over the long term. And if you lose touch, a cold offer to reconnect when the opportunity is right can reignite a relationship.
