5 tactics for cultivating media relationships
Launching a pitch and wishing for coverage is like tossing a stone in the air and hoping to hit the moon. Instead, try these approaches for enduring partnerships with journalists in your niche.
The story is the cornerstone of every good pitch.
Journalists get hundreds of pitches each day. Most pitches are ignored, even when they’re well-written. They’re like banner ads; the sheer volume makes tune-out inevitable.
That’s why media relationships matter so much.
Building authentic rapport with a journalist helps you (and your brand) stand out amid a barrage of emails, DMs and phone calls.
It removes the friction and uncertainty that reporters encounter when dealing with an unknown brand or publicist. If you’ve provided them with a good tip or story in the past, maybe you’ll have something good this time around.
Unfortunately, building credible media relationships is harder than ever. The competition for a reporter’s time is fierce. Journalists are skeptical about thirsty PR and comms people.
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