Building Journalist Relationships
The founders who get the most coverage are the ones journalists want to call. Here's how to build genuine, lasting relationships with the press.
Beyond the One-Off Pitch
Transactional PR works like this: you pitch, maybe you get coverage, then you disappear until you need something again. The journalist forgets you exist.
Relationship PR works differently: you become a trusted resource, a go-to expert, someone journalists think of when covering your industry—even when you haven't pitched them.
The Benefits
- Journalists reach out to you for stories
- Higher response rates when you do pitch
- More favorable coverage over time
- Introductions to other journalists
Understanding Journalists
What Journalists Want
- Good stories — That's their job
- Reliable sources — Who respond quickly and accurately
- Background context — Industry expertise they can learn from
- Respect for their time — Quick, relevant interactions
Their Pressures
- Constant deadlines
- Hundreds of pitches daily
- Pressure to generate clicks/engagement
- Beat competition to stories
What Annoys Them
- Generic mass pitches
- Not knowing what they cover
- Excessive follow-ups
- PR jargon and spin
- Asking them to share articles
- Requesting to review articles before publication
Identifying Key Journalists
You can't build relationships with everyone. Focus on 10-15 journalists who:
- Cover your industry regularly
- Write for publications your audience reads
- Have engaged with similar companies
- Are active on social media
Research Deeply
- Read their last 20 articles
- Follow them on Twitter/LinkedIn
- Understand their interests and angles
- Note what they respond to
Initial Outreach Strategy
The Non-Pitch Introduction
Your first interaction shouldn't be asking for something. Instead:
- Share useful information related to their beat
- Offer yourself as a background resource
- Compliment specific work (not generically)
- React to something they posted on social media
Example: Value-First Introduction
Hi [Name],
I enjoyed your piece on [specific article] — your point about [specific insight] really resonated.
I run [Company] in this space and thought you might find this useful: [link to relevant data, report, or insight — not about your company].
Happy to be a background resource anytime you're covering [topic]. No pitch, just wanted to introduce myself.
[Name]
Providing Value
Being a Reliable Source
- Respond fast: Journalists work on deadlines. Respond within hours, not days.
- Be quotable: Give them clear, usable soundbites.
- Be accurate: Never exaggerate or mislead.
- Be available: Make it easy to reach you.
Background Information
Journalists need context. Offer to explain:
- Industry trends and dynamics
- How technologies work
- Competitive landscape
- Customer perspectives
Data and Research
Share interesting data even when it doesn't directly benefit you. Journalists remember helpful sources.
Introductions
Connect journalists with other interesting sources. This builds goodwill and positions you as well-connected.
Maintaining Relationships
Regular (Non-Pitch) Touchpoints
- Congratulate them on new roles or big stories
- Forward relevant articles they might find interesting
- Share data or trends you're seeing
- Check in occasionally (quarterly)
When You Do Pitch
After building relationship, your pitches should:
- Reference your history ("As we discussed...")
- Be clearly relevant to their interests
- Respect the relationship (don't abuse it)
When Things Go Wrong
Handling Rejection
- Thank them for considering
- Ask if there's a better fit/timing
- Don't argue or push back
- Stay professional for next time
Negative Coverage
- Stay calm and professional
- Correct factual errors politely
- Don't attack the journalist publicly
- The relationship matters more than one story
Social Media Relationship Building
Twitter/X Tactics
LinkedIn Approach