Many business employees know the feeling. You’re reading a news story or journal article and come across a quote from a fellow industry team member, wondering why the reporter didn’t contact you instead. Chances are it’s because that reporter doesn’t know you.
While researching media outlets, deciding on a story to pitch and how to pitch it will get you on the right track, it’s the relationship with a journalist that will lead to an interview and likely the inclusion of a linkback to your company’s website. As the media landscape evolves with leaner newsrooms, new content platforms and growing competition for credible sources, building authentic relationships with journalists matters more than ever. Keep in mind that if you’re too busy to respond, they’ll likely move on to someone who isn’t. In the current media environment, being present and engaged matters more than simply being available.
Whether you’re reaching out for the first time or maintaining an existing connection, the following practices can help you strengthen your standing with media members and position yourself as a trusted, go-to source.
Do Your Research
Like a marriage, friendship or business partnership, a relationship with a journalist is a two-way street and requires effort from both parties. Before you ever reach out or deliver a pitch, explore the previous works of a reporter to get a feel of their coverage area. You can even reference a previous story of theirs to showcase your understanding of them and their beat. A good first impression can go a long way toward securing a fruitful partnership with a reporter.
Even when you don’t have a story to pitch, it’s important to keep in touch with journalists to maintain that relationship. Follow them on social media and show your support by sharing a story on your personal social media channels. Developing your relationship with reporters will also help determine their various preferences. It’s safe to assume an email is a good form of communication, but as you get to know them better, you may come to find they prefer a phone call or text message.
Be Easy to Find
While it’s still important to do your part in fostering and maintaining a relationship with a media member, there will also likely be times that a journalist or reporter wants to reach out to you first. And nothing will jeopardize your earned media opportunity like not having contact and background information readily available and easy to access. Keeping your bio, a photo and any other assets — such as a simple online press kit — in a centralized location on your company’s website will make it easier for a journalist to contact you when the time comes.
Sticking to a consistent schedule with your content marketing efforts can also help in this practice. The more often you publish relevant content, particularly with the right keywords, the more likely you are to be found through a Google search. Plus, the more content you produce on your own will give a reporter a better understanding of your work to determine whether or not you would be a reliable resource for future stories.
Be Available
One of the most effective ways to strengthen your relationship with a reporter is to make time for them. Journalists often don’t set their own deadlines and there are times they’ll be racing against the clock to finish a story. Responding promptly can make all the difference. No matter how hectic your day feels, remember that reporters are often juggling dozens of stories and sources at once — acting busier than they are is a sure way to get left out of the story.
That’s not to say you should drop everything whenever a reporter calls or emails. Keep in mind that you’re the expert and thought leader in your industry, and providing some assistance to a journalist in need likely won’t take too much of your time. However, few actions do more to strengthen your connection with a media member. Be responsive, and you’ll become a trusted source that they rely on again in the future. Ignore it, and the opportunity may never present itself again.
Be a Resource
It’s no secret that having a good relationship with a journalist can benefit both you and your organization. The credibility and expanded reach can open doors to new audiences and establish you as a thought leader in your field. To stay top-of-mind with reporters, focus on being a reliable resource that they can reach out to whether the story involves your company or not.
Create a short profile highlighting your expertise, current role and areas of knowledge that can be easily shared or referenced. This helps journalists quickly understand where your insights fit within their coverage, putting you at the top of their list when they need an informed perspective. Providing genuine value — like trends, context or data from your industry — builds trust and ensures you’ll be remembered when the right story opportunity arises.
The most important thing to remember is that a relationship with a journalist is like any other acquaintance. You didn’t become best friends with someone the first day you met them. It takes time for trust to grow, and the same is true with a reporter. Stay consistent, stay credible and you’ll become a resource they can count on.
Stay Current in a Changing Media Landscape
The fundamentals of media relations haven’t changed, but the environment certainly has. Many journalists now work in smaller teams and rely more on trusted sources who can respond quickly with accurate, quotable information. From social-first coverage and brand newsletters to podcasts and other multimedia storytelling, newsrooms are also navigating new formats. Meanwhile, AI-assisted tools are helping reporters research faster, meaning your owned content and online presence now play an even bigger role in how you’re found and perceived. Staying visible, credible and responsive keeps you in their orbit.
If you find yourself struggling to build strong working relationships with journalists or missing out on earned media opportunities, our team can help. At Ghidotti, we specialize in helping brands elevate their thought leadership through strategic earned media and content marketing, driving awareness, credibility and measurable results.