Five Foolproof Ways to Nurture Your Media Relationships

Five Foolproof Ways to Nurture Your Media Relationships

Ever wonder why some businesses get media coverage and some don’t?

Have you wondered why you can’t get the media to pay attention to your business?
Why does your competitor get all of the coverage anyhow?
You know you can help people with their problems, and you definitely have great information that can really make a difference to people.

The reason?

It is not your information that keeps you from getting a media win; it’s your approach.

Times are a ‘changing, but there are some tried and tested approaches that can win over the media and get your story in print or on screen.
The key is just to build a real relationship with the journalist or media outlet you want to target some time in advance of sharing your story.

How do you do that?

By following these five foolproof tips for improving your current media relations, that’s how!

  1. Social media is a great way to connect. Facebook, Twitter, and Linkedin can give you a great window into what the journalist is working on and what they are passionate about.  Monitor their Twitter hashtags, see what is trending.
  2. We all like compliments! A journalist is no different (they are human too!). If you liked a story they wrote or shared, let them know.   If the journalist has a blog, read it, subscribe to it, and comment on posts that interest you.
  3. Here’s a thought: Pick up the phone and introduce yourself (briefly). You can be prepare to do this by developing your key messages and your 30 second elevator pitch (There will be more on this in another posting). How can you have good media relations if you never take any initiative?
  4. You can also sign up to,, or any other site looking for experts to provide newsworthy stories.
  5. Another strategy for effective media relations is to start out small. Check out publications with smaller and more targeted readerships, such as a local business weekly publication. Often, these publications are one or two people shows. They are always keen for good quality information and the time saved tracking down their own stories.

Life is about relationships.

People are not going to do something for you for nothing; there has to be a return on their investment.   A journalist is definitely not going to provide free advertising for your business; that’s not their job.  A journalist is seeking good, quality information that interests their readers. Be a source that has taken the time to get to know them and what they are looking for. It will get you much farther than just asking for a handout will!  Here’s a helpful tip – if you do get a run, be sure to say thanks!

It does take a little more time; yes, I know you want coverage NOW. But the rewards of developing a real relationship with your targeted outlet will prove to be fruitful.

PR is a long term strategy. It takes more than a single media release to get the results you are looking for.

1 Comment

  1. Definitely some great tips there. Annette, how do you know which journalists to approach? I know if you’re local, don’t bother with national, but what if you have a service with broad appeal? Or what if it’s a book you’ve written? It’s really hard to know who and where to go to find these people — I guess that’s where the Publicity Genie come in.


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