Everyone begins their PR career in roughly the same place. With few, if any, media connections to fall back on.
One of the first things you’ll do is develop media lists filled with journalists that you hope will respond to your emails. But pitching can only get you so far. Eventually, every great PR professional will have to develop their own relationships with journalists.
If managed correctly, these connections can last years, blossoming into a perfect harmony of opportunities for the journalist, the PR and their clients.
Here’s what I’ve learnt so far about the importance of meeting with journalists outside of emails.
Learn from your colleagues
Your senior colleagues are a goldmine of insights and introductions. Back when they were in your shoes, they started building their own journalist relationships. And some of those journalists, who were once juniors themselves, are now editors.
There is no harm in asking to join media meets or requesting warm introductions. For example, I joined a meeting with Tom Allen, Editor at Computing, through a colleague. It immediately showed the value of getting out to meet people, because it was over that coffee that he told me he was specifically interested in customer success stories rather than vendor-specific content, and we’ve been able to be much more targeted in our approach ever since.
Be strategic about who you target
When it comes to building your own relationships, don’t blindly ask every journalist in your media list for a coffee or a drink. Instead, identify those that would be most valuable to your clients (and yourself) in the long term. They could be from a national or tech publication relevant across your accounts, or a more specific trade publication that would be great to break into.
When you reach out, introduce yourself and your clients, and share some topics they can offer their expertise on. Include a reason for the journalist to be interested, perhaps a recent client announcement. Or, if you’ve already secured coverage with a journalist, send them a thank-you note and use that as a jumping-off point.
It’s also important to remember that the worst they can say is no. So don’t be afraid to ask the question.
Use events to build media connections
Journalist events and media briefings are prime opportunities for relationship–building. I attended a ‘Meet the Media’ event with TechRadar Pro and ITPro, where I learnt which topics the publications are interested in, and which journalists to contact depending on the opportunity. I was introduced through a colleague to the Deputy Editor, Mike Moore, and have since secured several commissions with him.
You can find these events by looking at media platforms like Roxhill, or by keeping up to date with journalists’ social media accounts to see what they’re up to.
Don’t overlook regional media
Although London has a thriving journalism community, not every useful contact exists inside the M25. So, when you have regional clients, research their local media and aim to build strong connections with journalists in the area.
Unlike London, the UK’s regions have strong, dedicated local titles, often with business pages, that are interested in hearing news and views from businesses in their region. Interesting angles could include the jobs your client is creating in the area, an exciting entrepreneurial story, moving to new premises and creating added value to the region. Local journalists will also be likely to check in with businesses and leaders throughout their business journeys.
Nurture relationships beyond the pitch
Once you’ve met with a journalist and discussed your clients and their interests, focus on long-term relationship-building. Show your worth as a PR who understands their wants and needs. If they mentioned certain topics they’re interested in, which clients/spokespeople could offer insight? It’s all about managing the relationship carefully and making sure everyone wins.
PRs often meet journalists just to catch up, without a pitch in hand. That’s the level of trust we should all aim for.
Ready to build stronger journalist relationships and improve media outreach?
Want to strengthen your media outreach and build journalist connections that support your campaigns? Reach out [email protected] to explore a tailored media relations strategy.
Frequently Asked Questions
Why are journalist relationships important in public relations?
Journalist relationships are important in public relations because they help PR teams secure more relevant, credible and consistent coverage. Strong relationships are built on trust and understanding, making journalists more receptive to pitches and more likely to return to trusted PR contacts for expert insight.
How do PR professionals build relationships with journalists?
PR professionals build relationships with journalists by understanding their beats, respecting their time, offering relevant expertise and meeting outside of the inbox through events or informal catch‑ups. Long‑term value comes from being helpful and consistent, not just pitching when coverage is needed.
Does building journalist relationships really improve media coverage?
Yes. Building journalist relationships improves media coverage by increasing the likelihood of timely responses, better story alignment and repeat opportunities. Journalists are more likely to engage with PRs they trust to bring them credible stories and access to knowledgeable spokespeople.
