Public relations experts know how important relationships with journalists are. They (and their editors) are often the deciding vote on whether your client gets coverage or not. If you have a positive relationship with a journalist, you will often be their go-to if they have a story relating to your client. However, one bad pitch can send you straight to their blocked list, never to be heard from again.
According to Muck Rack’s “The State of Journalism Today” report, only four percent of journalists in the U.S. believe the relationship between themselves and PR personnel is a “relationship,” while 24 percent believe the relationship is a “necessary evil”. Some journalists dislike PR professionals so much that they have created a dedicated twitter page, @PRGripes, to revel in various pitching failures.
Below are a few tips to create positive and long-lasting relationships with journalists that I have picked up from various professors, mentors, and those senior to me in the PR industry. Hopefully with a little effort and respect, we can all keep our pitches from being roasted on Twitter.
Value their time
Do your research and determine whether or not your story is in line with a journalist’s beat. You don’t have to specifically mention their previous pieces in your pitch but know what they are and how your story aligns with them. Do not waste a reporter’s time pitching content that is irrelevant to them; you will lose credibility and your future pitches will not be read or considered.
Keep in mind that journalists work on strict daily deadlines and are often cramped for time and space. Always ask about their deadlines and be quick to answer any follow-up questions they have. If you are offering a source, suggest times where the person is available to talk. This cuts out multiple follow-up emails where the reporter has to ask about scheduling, thus saving everyone time.
Find the story
Most journalists will not simply write about your client because you ask them to. You need to find the story for them and point out why your pitch or press release is newsworthy. If there is ever a way to make a journalist’s life easier, do it. Do not make them search through the bulk of a press release to find a catching story— most of the time they won’t read past the first line anyway. Make the story obvious and call out any hard news, along with how it will impact the reader.
In addition, make sure truth is at the forefront of everything you pitch. The easiest way to get blacklisted by a journalist is to feed them false information. If you are offering a story, provide the journalist with verified information and source notes, if necessary, so they do not have to question you or your client. If you want a positive relationship with a journalist, be a source they can always rely on to provide accurate information.
Perfect your pitch
Crafting your pitch well is essential to ensuring it gets picked up rather than thrown out. Always have the journalist in mind and make it easy for them to read and understand. Most importantly, always make sure to get their name right – using an incorrect name will instantly tarnish your relationship with them.
Keep your pitch clear and concise. Be sure to clearly identify your client’s name, or whoever you are reaching out on behalf of, and be sure to clarify any areas that could be misconstrued. Include statistics whenever you can, or anything else that will prove your point and grab the journalist’s attention. For everyone’s benefit, be sure to emphasize your main point. Use bold, underline, or italics in the title, and state your claim as clearly and concisely as possible.
The last thing you want to hear as PR professional is that you are a necessary evil. Rather than being the name journalists hate to see in their inbox, create a reputation for yourself as someone who values their time and delivers relevant, accurate, and concise information, 100 percent of the time.