You're struggling to connect with journalists in PR. How can you strengthen those relationships effectively?

Relationships with journalist are not about transaction of messaging but of creative storytelling. As a PR pro, you need to be able to understand the mindset of a journalist and how to explore the questions and stories they are looking for. Timely and clarity of vision can bring things to life.

I get asked frequently for feedback on why we turn down pitches across various entertainment verticals. Oftentimes this may include passing on interviews or exclusives with notable celebrities or studio projects. While storytelling vs messaging can be a part of it, to be successful in today’s digital media landscape is to understand and focus on the ROI for a journalist/editor/publication. Is your PR pitch something that will drive authority, expertise, and links? Or will it earn them a realistic opportunity for revenue from traffic to easily offset costs involved? If not, the pitch isn’t a fit. There’s a limit on favors, especially if it’s not a priority beat…

1. Don't just go to them when you need something. Build a relationship. Have coffee. 2. Remember to post what is written on your social channels. Follow their social channels

Generic pitches won’t cut it. To stand out, personalize your outreach by referencing the journalist’s recent work and showing genuine interest in their focus area and check with them for relevant story ideas. A friendly, respectful tone can help build rapport. Personalization shows you value their time and efforts, increasing the chances your story will be considered.

Empathize with the journalists and understand their challenges. Help them proactively whenever possible and don't keep a ledger for Quid Pro Quo. In other words, it should not be a transactional or mechanical relationship of give and take. You don't necessarily have to become "friends" with them but be a professional acquaintance who wants to work with them and not just extract stories from them.

Quando você se comunica com os jornalistas, a personalização da abordagem, do pitch e do conteúdo a ser compartilhado é muito importante. Evite enviar propostas genéricas, o mesmo conteúdo para todos e sem personalidade; ao contrário, crie mensagens que se comunicam diretamente com os interesses e assuntos já publicados e de cobertura do jornalista. Faça uma pesquisa meticulosa, mostre que você conhece o trabalho do jornalista e explique por que a sua proposta é relevante para ele.

Journalists receive thousands of pitches everyday. Yours is just another email. Don’t just send a mass pitch email and complain when you don’t hear back. Get into the habit of building a foundation first. Establish relationships, invest time to meet for coffee, and get to know them and the beat they cover. Work with them and get their thoughts on stories they would be interested to cover, and also educate them on the clients you look after and the sectors they work in, topics and themes they can comment on. Media relations is a two way street, so turn yours into a collaborative effort.

Enhanced collaborations and effective media relations are some ways to go. With such agenda setting, the best may be achieved.

Para fortalecer o relacionamento com os jornalistas, posicione-se como uma fonte e interlocutor confiável e sempre disponível. Esteja sempre à disposição, seja flexível e ofereça informações exclusivas, dados e fontes valiosas para o dia a dia dele. Os jornalistas estão sempre em busca de histórias únicas e fontes confiáveis - se você puder oferecer isso, estará no caminho certo.

Seja assessor de imprensa que auxilia jornalistas em busca de boas histórias e boas fontes. Entenda que jornalistas precisam de ajuda e, quando você apenas o enxerga como um instrumento para emplacar apenas seu cliente, essa relação fica desequilibrada. O recado para meus clientes sempre é: seja fonte do seu mercado, não da sua empresa. E isso se transporta para o PR: seja uma ajuda para o jornalista, ele sempre vai lembrar.

Instead of just pitching your brand, dive into the journalist’s world—research the stories they’re working on and anticipate what they might need next. Offer valuable insights from your clients that truly add to their story, not just generic quotes. The key is to be helpful and relevant, so they see you as a resource, not just a PR pitch. Bonus tip: Follow up thoughtfully, not pushily!

Follow-ups should be thoughtful and spaced out— give journalists time to respond. If you don’t hear back after the second attempt, gracefully move on without being overly persistent. By respecting their time and choices, you foster a positive relationship, leaving the door open for future opportunities.

Realizar o follow up com os jornalistas é uma tarefa que exige equilíbrio. É preciso garantir que a sua sugestão seja vista, mas sem parecer excessivamente insistente. Tenha paciência, mas seja proativo. Respeite o tempo do jornalista e evite encher a caixa de entrada dele com muitas mensagens. Whatsapp pode ser importante, mas é bom sempre se certificar se é um canal que ele utiliza e valoriza no relacionamento. Só use para exclusivas, e não somente para dar check se ele recebeu o conteúdo por e-mail ou não.

A exclusiva, atualmente, precisa estar bem alinhada antes de ser oferecida. Ela tem demorado para ser publicada. Se o cliente topar esperar um pouco mais, a estratégia sempre é válida. Entretanto, jornalistas não conseguem se comprometer com prazos. Alinhamento prévio entre todas as partes é o segredo de uma estratégia de exclusiva bem executada.

Offering exclusive content and pitching unique stories backed by data/statistics is a surefire way to strengthen your relationship with journalists. Where they’re bombarded with hundreds of messages and calls, exclusive content is like a beacon that cuts through the noise. It’s your golden ticket to stand out and get noticed.

Exclusivity always makes sense with high reach media which would otherwise mention your story in few lines only. If you have respondent who never appeared in local media before and has an interesting story to tell, go for exclusivity, it will strenghten your relationship with selected journalist.