Here's how you can cultivate strong relationships with journalists in Public Relations.

One thing journalists often tell me is how they are pressed for time. So if you could save a journalist time, by only sending pitches that are relevant, this will likely bode well for you. Your emails and calls will likely have a greater chance of being opened because of the expectation that has not only been set but met.

Journalists are wearing a lot of hats these days - photographer, writer, editor - they're doing it all! So, help them help you. Sharpen your own newswriting skills and write your news release to double as copy (read: drop all the minutiae that you know won't make or break the story), add a link to give them access to any b-roll video and photos you have. And, do your homework. Is there a national story or trend that you can help them localize with a subject matter expert or other information? These things can go a long way in helping them in a pitch meeting to help the reporter make deadline with a solid story, and you get the coverage you need.

One of the myths that I tend to debunk over and over again is the fact that in order to get coverage you must be connected, have "good connections" with journalists... that you have to send flowers for your birthday, that you sit with them for coffee every morning... True, "connections" can always help, but, I believe there is nothing like credibility that is built up over years, maintaining basic ethical rules, professionalism at every stage in the dialogue with the journalist or his editors, tailoring specific content personally to each and every journalist according to their field of coverage and personal preferences and the most Important: really understand what journalists and editors need or want to fulfill their mission.

Building strong relationships with journalists starts with understanding their needs and how they fit with your goals. Journalists seek stories that captivate their audience, so position yourself as a trustworthy source of relevant content. Begin by researching the specific topics and interests of the journalists you want to connect with, and tailor your pitches to match their publication's tone and audience. By doing this, you demonstrate that you value their time and are committed to providing quality, targeted content that aligns with their work.

This is obviously the most important component. Building relationships matters, but fundamentally, reporters are there to do a job. So, if you help them do that job effectively, you will be on your path to success. This includes being fast, understanding the difference between a good and bad pitch, understanding the rules of "off the record", providing access and insights, etc.

Keep in touch with journalists, especially when you are not pitching any stories to them. Get to know them as a person and understand what issues and concerns drive them as individuals. Let them also know what you stand for and how you treat people. That helps in making you more genuine when you reach out with pitches for them. They are then more likely to help you connect with other reporters, if your story might not interest them or their editors.

Relationships are key and building them should occur outside of pitching. Send an occasional email to your regular journalist contacts and ask if there is anything they need you might be able to help with...or just say hello!

Once you've covered the basics of being trusted, you can work on developing a personal / professional relationship with reporters. Get them to remember you and like you by taking an interest in what they do, stories they are working on, what's going on in the newsroom, etc. To be interesting, be interested.

Be responsive — even when it’s not convenient. It goes a long way to provide an update to a reporter, particularly when you don’t have good news. Showing that you’ll be transparent even when you don’t have a “great answer” helps build your credibility and helps journalists trust you when you’re working on difficult stories.

This I think is the most important. The best way to get blocked by a journalist is to show you may not be a reliable resource. One way that happens, and it happens more than you might think, is to offer a spokesperson who isn't available when you are pitching them.

In the fast-paced world of journalism, the allure of an exclusive story is undeniable. Granting a journalist or media outlet the first opportunity to cover a story can forge a powerful bond. It satisfies their hunger for unique content, driving traffic and engagement, while showcasing your value as a source of compelling news. This exclusivity fosters a sense of reciprocity and trust, positioning you as a preferred contact in the future. However, ensure the story is truly newsworthy and relevant to the journalist's beat. A poorly-matched exclusive can damage credibility. The power of exclusivity lies in its scarcity. Use this strategy judiciously to nurture meaningful relationships that benefit both you and the media.

Lembre-se sempre que a rotatividade no jornalismo é altíssima. Hoje, o repórter daquela mídia segmentada pode ser o editor do maior jornal do país. Cultivar relacionamentos com jornalistas requer que você compreenda que ele vai lembrar de você quando ele ainda não tinha uma carreira em ascensão. Jornalistas precisam de RP's que compreendam não só o seu momento atual, mas que saibam que um bom contato é nutrido por anos a fio.

Engage with and promote the journalists’ work on social media. Supporting their content shows you appreciate their efforts and strengthens your professional relationship.

To build strong relationships with journalists, focus on genuine communication and reliability. Provide valuable, timely information and respect their deadlines. Personalize your outreach and follow up thoughtfully. “Build relationships, not just contacts.”