Practical Advice for Building Trust with Reporters
By Gina Stegner, SMS
Senior Account Executive
It’s called media relations for a reason. People who consistently land coverage do it because they build relationships. I don’t mean relationships in the sense of, “I went to college with this reporter so she will write a story.” That’s not how it works. It’s not about who you know. It’s about whether a reporter or producer can depend on you to deliver timely, accurate and useful information.
As a former reporter, I know how many emails journalists get every hour. I also know they do not have time to read them all. That’s why how you pitch matters just as much as what you pitch.
In my previous role, I promoted numerous public events and services and secured multiple stories each month. Part of that success came from knowing what makes a good story. The other part came from trust. Reporters knew I would connect them with the experts, provide photos quickly and follow through on whatever I promised.
A news director once told me, “We open all of your emails because we know it’s going to be a good story.” That trust didn’t happen overnight. It was built by respecting their time, understanding their needs and being prepared.
Reporters and local morning show producers knew they could count on me so they would call or email me when another story or guest fell through. They knew that I’d have a story and the expert to talk about it, even when I only had a few hours’ notice.
Here are five tips that make media relations work.
1. Not everything is a story.
Just because something matters to your organization does not mean it matters to a reporter’s audience. Pitching weak or overly promotional stories is one of the fastest ways to get future emails ignored. Before you pitch, ask yourself one question: Why should the public care? If you cannot answer that clearly, it may not be a story.
2. Write a strong, reporter-friendly release.
Most newsrooms are understaffed. Reporters are short on time and want the basics fast. Make sure the who, what, when, where, why and how are clear.
Write in AP style and make it easy for them to use. Paste the release into the body of the email and attach it as a Word document. Many journalists who have spoken at the Cincinnati Chapter of the Public Relations Society of America’s annual Media Day have repeatedly said they do not want PDFs.
Strong subject lines matter, but they do not need to be clever. Use a subject line that explains exactly what the email contains, such as an event, announcement or interview opportunity, and the topic. If you have worked with a reporter before, remind them of that relationship with a quick note.
Reporters at Media Day also say they prefer photos to be attached to the email rather than embedded in the release. A clear, usable release saves time and increases your chances of coverage.
3. Reach out individually.
Reporters do not want to be part of a mass email. They know when they are one of many recipients, even when emails are blind copied. Sending individual emails takes more time, but it helps build real relationships. A short personal note can make a difference.
4. Be prepared and respect their time.
There are few things more frustrating than receiving an out-of-office reply from someone who just sent a news release. If you send a pitch, make sure someone is available for interviews and that you are ready to coordinate. Being responsive builds trust.
5. Meet them when you can.
If you have the chance to introduce yourself in person, take it. Attend a PRSA Media Day, go to studio tours or community events where reporters are already present. Organizations like LINK NKY offer meet-and-greet opportunities throughout the region. These settings make it easier to connect without adding pressure.
Media relations is not about volume. It is about trust. When reporters know you are a reliable source, they will open your emails. And eventually, they may call you first.
Looking for more? Check out these posts.
Craft Your Media Pitches with a Journalist’s Mindset
Why didn’t the Media Run My Story
Rasor is an award-winning marketing agency in Cincinnati, delivering communications, design and public relations strategies to industries including healthcare, municipal and infrastructure and B2B/B2C. Contact us at info@gorasor.com or 513-793-1234 to find out how Rasor can help your organization with media relations and training.