A journalist’s inbox is rarely short of story ideas. Every day, PR professionals compete for attention with press releases, interview offers and commentary on the latest headlines. While a well-timed pitch might secure coverage, the real value of a strong media relationship often becomes apparent further down the line, when a journalist gets in touch looking for a credible source or a fresh perspective.
Building that kind of relationship takes time and requires an understanding of what journalists need and how you can make their jobs easier. So, what does it take to become a contact they turn to time and again?
The best pitches start with understanding the journalist you're approaching. Before drafting an email, take the time to read their recent articles - this means looking at the subjects they regularly cover and considering what matters most to their audience.
It's also worth looking beyond their published work. Journalists often share what they're interested in or currently researching through LinkedIn, social media or journalist requests, which can provide useful insight into the stories they're looking to explore.
This research should inform how you approach a story. For example, a national business journalist might be interested in the wider economic implications of a technology announcement, while a specialist trade reporter may be more focused on its practical applications or what it means for their industry. Tailoring your pitch to these different interests makes it much easier for a journalist to see why the story is relevant to them.
Referencing a recent article can also help establish that connection, particularly if you can offer a new perspective or additional insight into a topic they've already explored. However, personalisation needs to be genuine. Simply mentioning a journalist's latest article before launching into an unrelated announcement is unlikely to make much of an impression.
Even the most carefully tailored pitch needs a compelling story behind it. Journalists want content that will interest their readers, so it's important to establish the news value early and provide the evidence to support it.
For B2B technology stories, this might mean offering original research, relevant industry data or access to a spokesperson with first-hand experience of an emerging issue. Whatever the angle, the information needs to be credible, accurate and easy to understand. A striking statistic might catch someone's attention, but it becomes far more valuable when a journalist can confidently explain what it means and why it matters.
The same principle applies to expert commentary. Journalists are often looking for perspectives that add something new to an existing conversation, so spokespeople should be able to offer informed opinions, practical examples or insights drawn from their own experience. Generic commentary that simply repeats what everyone else is saying is very unlikely to stand out.
It's also important to make the next steps as straightforward as possible. Being clear about spokesperson availability, offering additional data or providing relevant background information can help journalists quickly assess whether a story is worth pursuing.
Ultimately, sending fewer, more relevant pitches is likely to achieve better results than filling inboxes with announcements that offer little editorial value.
Securing a journalist's interest is a great starting point, but how you handle the conversation that follows can have just as much influence on the relationship.
Journalists frequently work to tight deadlines, and a delayed response can mean the difference between being included in a story and missing the opportunity altogether. Responding promptly and being realistic about what you can deliver all help build confidence in you as a contact.
If a spokesperson is unavailable or you need more time to confirm information, communicate this early rather than leaving a journalist waiting. Equally, making sure that any facts, figures or claims you share have been properly checked is essential to maintaining credibility.
Reliability also matters when there isn't an immediate opportunity for coverage. A journalist might ask for background information, clarification on a technical subject or an introduction to someone with relevant expertise. Taking the time to help, even when there's no guaranteed media opportunity, demonstrates that you're a contact they can depend on.
Over time, these interactions build trust and make journalists more likely to approach you when they need something in the future.
There's no shortcut to becoming a journalist's first call. Strong relationships are built through consistent communication and the ability to deliver useful information when it matters.
Every interaction is an opportunity to demonstrate your value, whether that's securing an interview, providing a useful piece of research or simply responding quickly to a request.
And perhaps the clearest sign that those efforts are paying off is when the dynamic starts to shift and a journalist approaches you first, knowing you'll understand what they're looking for and help them find it.
We help B2B technology businesses put the right people in front of the right journalists, and keep them there. Get in touch to talk it through.