Building Relationships with the Media

One of the driving forces of franchise public relations, or really just public relations in general, is the relationship between those in public relations and those in the media.  Those in PR want to spread the word about a client and the media provide the vehicle or ability to do so.  The relationship between the two parties is essential for both to succeed.  Here are some tips on building strong relationships with those in the media:

1- Value:  Before you approach anyone in the media, such as a journalist, evaluate your story and your pitch.  Ask yourself, “Why is this story important?  In public relations the criteria for any piece you create are: timely, human interest, significance, prominence, and proximity.  Now ask yourself a question based off of each of the criteria, for example, “Does my story have significance?” or “Is my story timely?”  If you can’t answer the questions with solid answers, then you can’t expect a journalist to have any interest and you should reconsider pitching the story.  To build a solid relationship with the media you must provide them with a story they will want to use.  In the future, they may remember you and be more willing to help you.

2- Approach: Once you have determined your story is journalist-worthy, you must carefully consider your approach as this is key to the start of developing a good relationship with anyone in the media.  Know the publication you will be pitching to.  Know the scope and look at their editorial calendar so you know the topics that are planned.  This way you can time your pitches and give them the types of pieces they will want at the correct time. 

3- Know the journalist: If you pitch a story to a journalist that is outside the realm of their area of interest, then you will be wasting their time and that is no way to start a solid relationship with anyone.  Pitching relevant stories to the right journalist is an excellent way to build credibility and appreciation from a journalist whose time you will not be wasting.  Also, dig through past pieces of what a journalist has written to get a better idea of the type of pieces they typically cover.  That’s a great way to assess your own piece and see if you think your piece will be something they are interested in.

4- Honesty: Always, always, always be honest!  Lying to a reporter is a huge no no.  Besides the fact that lying is unethical, it will only give you a bad reputation.  Lying will completely destroy your relationship with anyone in the media.  Journalists will not even bother reading pieces you send if they have to continually check your facts because they can’t trust you. 

5- Be available: Try your best to always be available if a reporter calls with questions or needs any additional information.  If you miss the call you run the risk of the journalist going to another source for information or scrapping your story all together.

Looking for more tips on building relationships the media?  Feel free to comment below or contact us.