“If you want to be interesting, be interested.” – Dale Carnegie

If you want to boost your visibility and position yourself as the go-to expert in your industry, securing media coverage is essential. But media coverage isn’t just about sending a press release and hoping for the best. It’s about relationships - specifically, the relationships you build with journalists.

Journalists are inundated with hundreds of pitches every day. If you want yours to stand out, you need to cultivate trust, credibility and a genuine connection with them. Here’s why building relationships with journalists is the key to your PR success - and how you can do it effectively.

 1. Trust Leads to Coverage

Journalists are constantly searching for reliable sources who can provide insightful, accurate and engaging content. If they trust you as a credible expert in your field, they’re more likely to feature your stories repeatedly. By consistently providing valuable information and being responsive, you position yourself as a go-to resource.

2. Your Pitches Are More Likely to Get Noticed

A well-crafted pitch can get lost in a sea of emails. But if a journalist recognises your name in their inbox, your chances of getting noticed increase dramatically. Establishing a relationship means your emails don’t feel like cold outreach - they feel like a trusted exchange of information.

3. You Become a Preferred Source

When you cultivate relationships with journalists, they will come to you first when they need expert commentary or industry insights. This gives you a major advantage over competitors who are constantly fighting for media attention.

4. Long-Term Media Success

One-off media features are great, but ongoing media presence is what truly builds authority. Journalists who trust you will return to you again and again, which keeps you in the public eye and continually builds your credibility.

HOW TO BUILD STRONG RELATIONSHIPS WITH JOURNALISTS

a) Be Helpful, Not Self-Serving

Instead of pitching only when you need media exposure, offer journalists valuable insights, data or unique angles on stories they might be covering. Be proactive and send information that could benefit their audience.

b) Engage with Their Work

Read, watch or listen to their content. Comment on their articles, share their work on social media and engage in meaningful conversations. This not only helps you understand what they’re interested in but also puts you on their radar.

c) Personalise Your Pitches

Avoid mass emails. Research the journalist, understand their beat and tailor your pitch specifically to their interests. Show them that you respect their work and that your story is relevant to their audience.

d) Be Responsive and Reliable

If a journalist reaches out for a quote or expert opinion, respond quickly. Journalists work on tight deadlines - and if you prove to be a reliable source, they are much more likely to reach out to you in the future.

e) Stay in Touch Without Being Pushy

Building relationships takes time. Follow up periodically with journalists by sending them relevant story ideas, industry insights or just checking in. However, avoid spamming them with constant pitches.

The Bottom Line

PR success isn’t about one-off wins. It’s about long-term credibility and visibility. When you focus on building relationships rather than just chasing coverage, you set yourself up for ongoing media success.

By becoming a trusted, go-to expert for journalists, you ensure that your media mentions aren’t just occasional but a consistent part of your brand’s presence. The media world is built on connections - so start cultivating them today.

If you want to know how to become the go-to expert and authority in your sector, get in touch to book a free 45-minute PR Game Plan call.

Good luck!