Build Better Journalist Relationships with These 4 Tips

Build Better Journalist Relationships with These 4 Tips

According to a report, 3,087 jobs were cut in the digital, print, and broadcast news subset of the media sector in 2023. That’s the highest since 2018 (excluding 2020).

With so many layoffs and journalists moving publications, keeping track of their whereabouts can be challenging but not impossible.

This is especially true with our Media Database , which is the most accurate on the market. We use AI and human review to update contacts weekly, ensuring you always have the latest information.

While finding the correct journalists for your news is important, your job doesn’t stop there.

A large piece of media outreach success is in the relationships you create and nurture with journalists.

There’s an art to this, and in this blog post, we offer four tips for building better journalist relationships.

From seeing things from the journalist’s perspective to mastering communication, these tips will help you build relationships that amplify your news and brand awareness.

Why does building relationships with journalists matter?



The goal of media outreach is earning media mentions.

If you’re unfamiliar with earned media, it’s essentially online word-of-mouth marketing that includes features, interviews, mentions, and more.

The benefits of earned media are plenty, but these are two of the most important:

• Awareness - Features in publications open your brand to new audiences. This exposure amplifies your message and builds awareness. Plus, thanks to the backlink-building power of earned media, you can boost your brand’s SEO, improving your visibility.
• Credibility —When you see a brand mentioned in a publication you trust, what are your feelings toward that brand? The odds are that you pay attention and find them trustworthy and credible. That’s the power of earned media. Positive brand mentions are worth their weight in gold.

Journalists are gatekeepers

Imagine standing in a long line that goes around the building. When you finally get to the door, the bouncer closes it.

All that time and energy, and you came up short.

You can feel the frustration. It’s familiar. That’s because you’ve likely experienced this with your media outreach.

You’re doing everything possible to make it through the door.

Imagine the same scenario, but the bouncer recognizes you and lets you in this time.

Your established familiarity paved the way for your opportunity now and in the future.

The same thing happens with journalists. You want to build a rapport and strengthen their trust in you so those doors to valuable media coverage are always open.

How do you build journalist relationships?

Two integral steps of media outreach are using a trusted Media Database and Media Pitching .

Luckily, we’ve bundled these two, as well as Media Monitoring and our Media Rooms , into one solution - our Media Suite.

Your approach to media pitching is key to building strong journalist relationships.

Here are four tips to consider:

Respect Their Time

It’s reported that journalists receive anywhere between 50 to 500 media pitches per week.

Now, put yourself in their shoes and imagine fielding that volume of messages.

It’s overwhelming, and understanding that journalists are inundated with outreach will help you tailor yours.

With this in mind, you also don’t want to send a media pitch to the wrong contact. Not only does it waste your time and theirs, but it also puts a blemish on your brand for not doing your research.

Be Direct

Keep the content of your pitches to the point.

Given the flood of messages, they don’t have time to sift through lengthy narratives.

Start with a compelling subject line and use the body copy to support it.

Before reaching out, research and review the journalist’s past articles. You can include references in your pitch, which shows you’ve done your research and taken the time to learn more about their work.

Be Relevant

Building on the previous point, ensure your pitch aligns with the journalist’s beat and look for a common thread linking your news to their prior work.

Help them connect the dots by addressing the following:

• What: Clearly outline your news.
• Why: Explain how relevant it is to the journalist and their audience.
• How: Illustrate how your news offers value to the reader.

Be Useful

Good stories and being a reliable source are two foundational pieces of fostering good relationships with journalists.

When you consistently deliver both and emphasize your availability for future pieces, you keep the lines of communication open.

Follow through on your promises and commit to delivering journalists the information they need to do their job.

How much is too much when it comes to follow-up?

Sending too many follow-up emails to a journalist can hurt your relationship.

When you send a pitch, give the journalist at least 48 hours to a week to review it.

If you want to follow up, we suggest doing so first thing in the morning before the craziness of their day ensues.

Meet Our Media Suite

With the most accurate Media Database on the market, personalized Media Pitching, extensive Media Monitoring, and a Media Room that displays your most important information having access to our Media Suite will help you build brand awareness and move the needle for your business.

Schedule a demo today if you’re ready to maximize your media outreach and build better journalist relationships.