subject: Advice for PRs: how to build relationships with the media [print this page] Advice for PRs: how to build relationships with the media
With dozens of PRs vying for a journalists' attention on any given day, it pays to build up mutually beneficial relationships with your key contacts to ensure your voice is heard. There are a few easy steps you can take to ensure that journalists view you in a complimentary light and, as a result, hopefully use your stories.
Do your research
Before you approach any publication, you should spend some time identifying the best person to contact and the general tone and type of stories that they've previously featured. This will ensure that you don't waste your time (or the journalist's) selling in a story that isn't appropriate; it also means you might be able to adjust your story slightly to fit the publication better.
Also be sure you're aware of the publication's deadline; you should never call when they're trying to put the issue to bed. Also be aware of how far in advance they work with some monthly publications, it can be as many as three months to ensure you're selling in relevant content.
Also have a think about whether there's any value in trying to arrange a face to face meeting with particularly important contact
Be respectful
Journalists are often very busy and may not have time to chat with you when you call to pitch your story. It's polite to ask if they're free to speak at the beginning of your conversation they're unlikely to remain patient if you just launch straight into your pitch.
If they tell you your story isn't relevant, there's nothing wrong with briefly trying to demonstrate why you think it is. However, if they still feel the same, then don't push it; if you really strongly believe the story is right for them, try putting something down on an email.
There's nothing wrong with following up on your story if you see it hasn't been used, but don't labour the point don't go beyond one polite follow up email or call.
Give them what they want
Bombarding your contact with non-relevant stories will only jeopardise your relationship; be sure to take a careful and well thought out approach to what stories are best for them And remember it's a two way street; should journalists ever get in touch with you with enquiries, be sure to respond quickly and as thoroughly as possible.
Technology and Media PR can be a difficult area to try and manage on your own, ensure your company looks for Manchester PR services to effectively handle your brand and your reputation.
