How to befriend journalists via e-mail

Eight ways to approach and build reporter relationships, one e-mail message at a time

Back when PR pros schmoozed with journalists at a local bar, or bumped into them at events around town, it was a lot easier to make connections and start lobbing a few pitches their way. Now, years after e-mail took over our lives, PR people have to rely on an impersonal and easily disposable method of communication to make these crucial connections.

Since e-mail is what we’re stuck with, how can you engage a media contact in few words, and without the force of your personal charm? PR pros say that getting too chummy in an e-mail—especially a message to a journalist you’ve never met—usually has the opposite effect (i.e., you sound a bit like a stalker). And a too-formal tone comes off as extra-stiff in an e-mail.