Building Relationships with the Media

This post was written by regular contributor Chevis English.

Relationships. In the field of public relations, I am always told how important it is to create relationships with the media. But, how does one starting their career go about creating these relationships?

When I was an intern, I was lucky to have mentors who let me pitch the media (which some interns aren’t given the chance to do), in order to build relationships. I have always noticed in meetings how someone always says, “Oh I will pitch that person because I have a relationship with him/her.” When this happens, I always think – How do I form relationships with these people?

So, what are a couple of things I do when trying to build relationships?

1. If I happen to read a story I like, I’ll write a short email to the author to tell them my thoughts about the story.

I don’t say I am in public relations and I don’t talk about anything other than the story they wrote. Youmay think the media will think this is junk in their inbox, but from my experience, I have always received an email back thanking me for taking the time to write.

2. If I run across something that I think an editor may want to write about, then I will send it to them. Even if it isn’t a client I will send it anyway, because I believe that you should try and help the media even if it doesn’t benefit you.

These are just a few things I have done to try and build relationships, but I know there are numerous things you can probably do that I don’t know about.

What do you do to form relationships with the media? Do you think it is good or bad to send things you have no connection with to an editor?

Image copyright of http://www.nurseryworldonline.co.uk/.

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trishskram

Great advice @Chevis! As a PR/media relations specialist in the field of health care, I feel relationship building is the main focal point of media relations. All the tips, ideas and suggestions above and in the comments are AWESOME points. I also think a great way to build a solid relationship with the media is by following their deadlines and making their job easier as a reporter. Here are my four tips: know the beat, write good "kickers," out how they like to be contacted and make sure you're truly available for inquiries. Details here: http://bit.ly/45CfNz LOVE THIS TOPIC! Thanks for sharing.
Jason Sprenger

The single best thing PR people can do for the media, and in building relationships with them, is to do a great job when working with them. This means using proper pitching mechanics (a whole series of posts by itself), doing your homework beforehand, pitching real and useful news, being responsive and helpful and doing things the right way in general.

More than anything else, journalists associate with PR people that they've had positive working experiences with - and that they trust to be worth their time. On the flip side, journalists blacklist PR people more for a negative working experience than any other single factor. So make sure journalists take positives from your experiences with them - not the other way around.

Can't wait to share more of my thoughts on this topic someday...
@JasonSprenger
ayselvandeventer

I actually just tweeted about this topic yesterday.. so this is definitely timely! I also just spoke to my PR mentor this morning and she gave me some wise advice. Like you said, you want to be a resource. The media wants to know that they can rely on you to give them a lead or a tip to a story in your field, or maybe another field of interest. To start off, do the research like you mentioned. Then you can shoot them an e-mail or even drop by if you are in the area to quickly introduce yourself and hopefully leave an impact. Send them a Thank You and give them updates. Become an expert in your field, so you can give them credible and useful information. Also, join some local organizations or communication associations. Find the places where the media hangs around and make a point to build relationships there. Also, come up with a creative press kit idea. You're bound to leave an impression on some of the media!
Eddiemart

Such a timely piece for me as I'm transitioning into a role where I am just starting to build my relationships with local media. I love your ideas Chevis, they are more personal than professionalm which I think reaches people.
I'm just going to reiterate that research is so important - know background on your reporters, what they cover, etc. Being well informed makes both people's jobs easier.
Great post - love it!
Face Doctorette

It is VERY important to research who you are contacting before you reach them. I have definitely learned the hard way even when it wasn't my fault. Thanks for the comment Eddie!
Tom O'Keefe

Well done, Chevis! Great tips!

As I read this, I couldn't help but draw a comparison to the relationships that I've been able to form on Twitter. In the beginning, I followed a few PR pros and read their tweets and blog posts. As time went on, I started re-tweeting them and then steadily felt comfortable enough to comment on their posts and reply more to their tweets to offer my opinion. Eventually, these simple things grew into a better relationship in which we were able to share more and more and help each other.

So, just like on Twitter (and real life), a relationship with a media member starts with small gestures, being accessible for help, and mutuality.

Thanks for the tips and I'm looking forward to reading more comments!

Tom
@TomOKeefe1
chevis

I feel the same way about Twitter. I feel like I know a lot of the people I have connected with on there, but in actuality I have never met them in person.

I also love how the media is on there as well interacting with everyone. Do you have any tips on how to pitch the media via Twitter?
Tom O'Keefe

Chevis- I've never pitched the media on Twitter, but I imagine that it's similar to doing it via e-mail or the phone. You have to make sure that it's the right media person to pitch and there needs to be some sort of relationship there.

Can anyone else help out here?
Christina K

Great post idea - I think it's all about remembering that just like building a friendship, it's the little thing. Like you said, If I saw an article I enjoyed, I would most definitely send a note without mentioning, my job or my clients. Just from me. Make it personal.

Also if I've really enjoyed working with a member of the media I let them know. Everyone likes to be told thank you for a job well done. And don't forget to let them know why. Whether they were readily available, or flexible etc.

I work with a variety of authors in different genres so sometimes I lose touch with specific contacts. Every now and then I will drop them an e-mail or make sure to read up on what their doing and send a note along.
chevis

Thank you for the ideas Christina. What is your take on snail mail?
christinaklenotic

Hi Lauren,

As you mention, building relationships with media is incumbent upon being a good PR pro first - doing your research and providing useful and relevant pitches. I've also found it really beneficial to set up quick meetings over coffee with reporters to build relationships...whether that's in Cleveland where I work or NYC, LA or Tokyo. In many cases, the people I've met are more likely to respond to my pitches because they have a sense of who I am, my company and whether the info I send them is useful. Try it!
GoKTGo

Those are some really great ideas, Chevis!

When I was in college I was determined to get to know the media - if for no other reason than to understand what they do in their day-to-day life.

I started out by setting up coffee meetings with UNC Alumni who worked for various publications and broadcast outlets in both Raleigh and Charlotte.

Here are some of the things I learned:
-Reporters realize that the relationship they have with PR pros is mutually beneficial, they might not be inviting you over for dinner but they will remember you if you are a valuable asset to them and they will eventually return the favor
-Become a credible source (like you mentioned, Chevis - give them news even if it's not necessarily your client) - let them know that they can come to you when they need information and that you will get them what they need
-Don't waste a reporters time - Pitch the right beat, do your research & read their stuff, don't start out an e-mail to a reporter you don't know acting like you are best friends - be straight to the point
-Help the reporter to make a local tie

It's tough to form those relationships though - Especially when you're just starting out. Just because you've pitched a reporter once and they were nice to you doesn't mean that they remember you or that you have a "relationship" with them - it takes time. But keep persevering! Eventually reporters will start to remember you and (hopefully) value the time you take and the information you send them.

@goktgo
chevis

You mentioned some great points and ideas Katie. I love that you would arrange coffee dates while in school and I'm sure that was very beneficial to you. I love how you said that just because you pitch a reporter once they won't necessarily remember you. I always try and be nice when pitching the media without sounding to friendy.

Thanks for the suggestions!