Tips and Tricks to Build a PR Relationship with the Media: When pitching an idea to the media, communication professionals should take the time to learn more about the media outlet before doing so. Of course, you don’t need to know them on a personal level, but it helps to make sure you’re reaching out to the correct kind of audience. There are various ways you can help improve your media relations in order to win over the hearts of journalists.


Here are 6 tips to help you build your PR relationship with journalists and media outlets:

1. Keep an eye on current trends

Journalists are after stories that reflect what’s going on the world right now, therefore, delivering pitches with current, up-to-date narratives can help increase your chances of being featured. Make use of tools that help you stay updated with current events, such as news monitoring software or alerts, to stay ahead of trends that may be emerging.

2. Learn who you’re pitching to

Do your homework into the media outlet you are pitching to and make sure to avoid targeting those that may have no interest in your particular pitch topic. All journalists have various kinds of content they focus on and sometimes, your pitch might not align with their topics. Make sure to learn more about who you’re pitching to, as well as the types of stories they tend to cover, and their audience.

3. Timing is everything

It’s a good idea to figure out what send schedule works for your pitches. Be aware of what days and times journalists might be more likely to receive certain pitches. For example, Monday mornings might leave many journalists overwhelmed with emails after the weekend.

4. Include graphics, such as photos, visuals or videos

Including relevant visuals alongside your pitch can put you in the good books of many journalists, who focus on reporting in with multimedia elements. Things like graphics, photos and videos can help bring news stories to life, as well as drive engagement from the outlet’s audience.

5. Provide all the information the journalist will need

Give the journalist all the critical details they will need should they feature your pitch. Many don’t have the time – nor patience – to hunt down important information, therefore, might be more likely to omit the feature if not all the content is there. By providing any insightful content, relevant data and accompanying visuals, you’re providing fewer hoops for the journalist to jump through, making them more likely to cover your story.

6. Don’t be relentless

No one likes being hounded repeatedly and often, PR professionals relentlessly following up can be hugely off-putting for media professionals. Give it a few days for journalists to look over your pitch and if you’re going to follow up, do it politely and at a reasonable time – for example, not 8pm in the evening!

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