Five Ways to Establish Strong Media Relationships

In the world of public relations, you are no one without your Rolodex. Here are five quick ways to establish or strengthen your relationship with the media.

Be a Conduit

Reporters survive on information; high-quality, accurate information. When you become aware of a news item that may slip under the radar, a quick email to a reporter or assignment editor will go a long way towards building your credibility and reputation as a well-connected source. For young reporters, give them tips on new employment opportunities if you believe they are qualified for the job.

Be Polite

If you don’t think this will make you stand out, you are dead wrong. We are all too time-stressed. We never can get it all done. These days the person who response quickly to a phone call or to a note has discovered the way to be a differentiator.

Write Thank You Notes

No matter if the reporter missed the story, attributed your client’s quote to a competitor, or never called to include your client in a story; always send a note of thanks. As reporters like email pitches, they also appreciate the brevity of an email note.

Know Their Deadlines

Just because the News at Five starts at five o’clock doesn’t mean that you have until then to respond to a reporter’s request for more information. Ask about their deadline when they make an inquiry and beat their deadline. You will be a hero by providing prompt responses, even if you don’t have the information they requested.

Set Expectations and Deliver

When you’re swamped with requests, it’s best to be up-front with reporters as they call. Let them know you are juggling a lot of things, and will get back with them. Tell them when they should expect you to follow up, and then do it. I sometimes ask reporters to nudge me with a call or text to keep me on tract. It keeps your phone quite, and calms their nerves because they are doing something to keep connected even if you can pay rapt attention to their needs right then.

Bonus Tip

Read Harvey Mackay’s book Dig Your Well Before You’re Thirsty. It is simply the best book about networking you will read.

Here are other articles I have written on this topic:

• Why You Should Know Your Staff Member’s Hobbies
• Twitter Poll: Who Do You Follow?
• Three Must Sees at the ICUL Convention
• Previewing the Illinois Credit Union League Convention
• Networking: Martin Luther King, Jr. Breakfast