Fostering relationships with journalists and publications

Everyone knows the importance of gaining media coverage in public relations (PR). However, in order to gain coverage in the right places, a good PR practitioner must learn to build relationships with journalists and publications. It’s one thing to create an amazing campaign or media release, but this effort is wasted if you are not able to get the attention of media outlets who will promote it.

Our public relations team at Adoni Media is made up of experienced journalists, who know first-hand the importance of building relationships and the best way to do so.

We’ve put together 4 tips on how to create solid relationships with both journalists and publications.

  1. Make a relevant list

Firstly, you need to know what audiences you need to reach. The next step is to tailor your media list to specific journalists and publications that will be interested in taking your story and will target the right audience. Think about people who can be drawn from your colleagues’ network, and further research relevant contacts through the internet or platforms such as Telum.

  1. Make sure your story is newsworthy

This goes without saying in PR, your story needs to stand out and be newsworthy. You can imagine the hundreds of media releases journalists are sent per day, so you need to make sure your release stand out from the rest. The more newsworthy, the more likely it will be picked up by a journalist or publication. A video news release is also a great way to capture the attention of journalists, providing them with everything they need to publish the story.

  1. Become a fan of their work

Everyone loves a compliment, and this is certainly true for journalists. Become a reader and distributor of their work to gain an in-depth understanding of their audiences and areas of interest. This allows you to tailer your story towards the specific journalist or publication and increases the chance of them publishing your story.

  1. Make a connection face-to-face

In a world of phone calls and emails, face-to-face connections are still a must. Attend industry conferences and events to expand your network and start initial conversations. Journalists will receive hundreds of media releases every day, therefore the best way to leverage yourself is to make a personal, face-to-face connection and be sure to keep in touch!

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