Let’s face it, there is nothing quite like the thrill of getting a positive response to a pitch or having a reporter reach out after receiving your latest press release. I have definitely done a celebratory fist pump or two in those moments.
It feels like hitting the jackpot. “Yes, that idea worked!” you might exclaim, followed by a triumphant “Woop woop!” or “Huzzah!”
But here is the thing: while it is exciting to score a media hit, failing to follow up means missing out on a crucial opportunity to develop a meaningful media relationship. Let me explain.
There is incredible and ongoing value in moving beyond purely transactional relationships with the media to genuine friendliness. Of course, being welcoming, polite, and kind should be standard in our field. This professionalism is crucial, especially when media requests come at inconvenient times. But we should aim to go beyond just professionalism. We need to build connections that acknowledge our shared humanity, especially as people of faith in this field.
True friendship requires building trust over time and genuinely caring about others’ needs. It is about being the kind of person others can rely on and taking a sincere interest in their concerns and plans.
As these friendships form, it becomes easier to send story pitches, and reporters find it easier to reach out to you when they need a quote.
So, how can you develop these next-level relationships with the media?
- Learn a Journalist’s Beat
Take the time to understand their interests and past work. Sending emails that reference their previous stories shows you are paying attention, which goes a long way.
- Follow Up with a Thank You
If a reporter covers your organization, send a thank you note. Reference specific points from their story to show you genuinely appreciate their work.
- Share Relevant Stories
Forward links or videos that relate to a journalist’s beat, even if they are not directly related to your organization. This shows you are thinking about their interests.
- Pass Along Professional Development Tips
Share interesting articles or information about journalism without expecting anything in return.
- Do Not Overwhelm
Once you sense a friendly relationship developing, be strategic and timely with your pitches. Respect their kindness and do not inundate them with ideas.
- Dig Deeper
Share meaningful content. For instance, as a Christian PR professional, I once shared a Bible passage with media contacts, offering a deeper perspective on our work.
In your PR efforts, aim for many fist-pumping moments of success. But more importantly, strive to build trust and genuine connections with media members, showing that you care about their success as much as your own.
Ready to forge lasting connections with the media? CLICK HERE to find out how Inspire Media Group can help.
Article courtesy of Infinity Concepts