How to Approach Media and Build Relationships

Effective and successful media relations is the key to securing coverage and publicity that can have an impact on your business’ bottom line. Essentially, PR is about fostering and maintaining relationships, and like any relationship, it takes time and energy to establish a meaningful connection. It is important to remember that it has to be a two-way street; while you want to promote your company, the journalist needs to craft a piece that is useful for their audience.

Here’s how to approach media and build relationships, in five easy steps:

Step One: Identify Your Targets

The first step is to identify the media outlets and individual journalists that will have an interest in your brand because it is relevant and will serve their readers in some way. You probably already do this and may not even know it. Do you regularly read a column or blog related to your industry and think that your brand or company could easily be featured there? If so, that’s a good place to start.

Step Two: Reach Out

Reaching out to the people you follow and respect is a good way to begin, since you are already very familiar and knowledgeable about their style and content. This familiarity will make your approach intelligent and genuine, and journalists will recognize this instantly and will be more likely to respond, even there is no immediate need for the information you are supplying.

The initial outreach may not even be a direct pitch, but an introduction of yourself and your company, and acknowledging that it falls under their beat and availing yourself as a resource.  Comments as to recent published pieces and industry trends are one way to help foster these key media relationships. This should begin a dialogue that will prove results over time, knowing that it may take several attempts to reach the right angle or story idea.

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Step Three: Offer News

In order to offer the type of information journalists generally seek, you need to understand that media’s primary mission is to inform their audience. In short: news. Is your company new or offering a new service or product? Have you or your company received an award or other recognition? Are you offering something timely or seasonal either for a holiday or in response to a recent event? These all represent opportunities to contact an appropriate journalist, which will hopefully result in publicity.

Step Four: Be Available

If there really is no news to offer, another approach is to alert them that you are available as an industry source. First, let them know that you regularly read their pieces and find them helpful and informative. Then, briefly describe your expertise and offer yourself for comments or interviews on the subject. You should make it clear that you would be happy to speak with them even if it is just for background and not for publication, as this will help create that two-way connection you are seeking, as you are not just looking for publicity, but are willing to help them even without an immediate benefit. 

Step Five: Be Reliable

Being reliable and keeping your promises is critical in any relationship, and possibly more so in the early stages of developing media contacts. There is a very easy, simple way to do this: Do what you say. If you say you will be available to speak, be available or let them know beforehand. There is no better way to blow up a relationship than to make promises you cannot keep. An unreliable source will be quickly replaced by someone who is reliable and makes their job easier instead of more difficult.

While it is never a good idea to bombard people, maintaining a regular flow of communication keeps you and your business top of mind. So, when an appropriate opportunity arises or perhaps if they’re in a crunch, when the journalist needs a quick comment on deadline, they will reach out to you.