You’ve put together what you think is the perfect pitch—compelling, relevant, and newsworthy. But when you send it out, it vanishes without a trace.
Most pitches get ignored because they miss the mark—whether it’s the wrong message, bad timing, or simply a lack of relevance. In this blog, we’ll share five key dos and don’ts for building lasting media relationships that can help your brand get the coverage it deserves.
1. Do use data to refine your media outreach
Data-driven decisions are a game-changer in media relations. Tools like Google Alerts, BuzzSumo, and MediaMeter can help you track the stories journalists are covering, monitor the performance of your press releases, and adjust your outreach strategy for better results.
Set up Google Alerts for specific topics in your industry and track which journalists are covering them. Use tools like BuzzSumo to analyze what kinds of stories are getting traction across social media. Then, adjust your future pitches to match the types of stories that are performing well.
For example, if you notice that a specific reporter is covering a lot of stories about AI technology, but your pitch is about a new software update, you can adjust your approach to emphasize how the software ties into emerging AI trends. This increases your chances of catching their attention.
Also Read: What Is the Value of Media Relations?
2. Don’t treat media as a one-off transaction
Journalists are constantly pitched stories, and if your approach is only to reach out when you need something, your name will quickly be forgotten or worse, flagged as spam.
According to a 2023 report from PR Newswire, over 72% of journalists say they prefer to build long-term relationships with PR professionals who consistently provide relevant, high-quality information. If you want to build a lasting relationship, you must offer more than just a good pitch every once in a while. Share useful insights, be a go-to source, and proactively offer content that aligns with their editorial needs.
This could mean offering exclusive access to your CEO for an interview or providing journalists with early access to new product launches or data that is valuable to their stories. Journalists are looking for reliable sources they can trust to consistently offer value, not just a one-time interaction that fades once the story is written.
Social media isn’t just for posting updates—it’s a tool for building genuine relationships with journalists, influencers, and bloggers. By engaging with their content, you show interest in their work before pitching. It makes your outreach feel like a continuation of an ongoing conversation, rather than a cold sales pitch.
Pick 2-3 key journalists or influencers in your industry, and engage with their content regularly. Comment on their posts, share their articles, and join in conversations on trending topics. This builds rapport that can increase your chances of getting a response when you do pitch.
If you’re a tech brand, commenting on a journalist’s post about the latest gadget or responding to their tweets about tech innovations can help build recognition and credibility.
4. Don’t be overly aggressive in your follow-ups
It’s common for PR professionals to send multiple follow-ups, but you don’t want to come across as overly aggressive or pushy. If a journalist doesn’t respond to your first pitch, don’t assume it’s a no right away. But sending multiple follow-ups in a short time frame can create frustration and damage the relationship.
Give journalists time to respond. If you don’t hear back after the first follow-up, try to wait at least 3-5 business days before reaching out again. Be polite and respectful, and remember that journalists are under constant pressure to meet tight deadlines.
A well-timed follow-up is much more effective than relentlessly checking in every day. And if you still don’t hear back, take it as an opportunity to move on to the next opportunity rather than repeatedly pestering the same journalist.
5. Do understand the journalist’s work style
When you’re building a media relationship, getting the approach right is just as important as the story itself. Every journalist has their own preferred way of being pitched—some prefer emails, others like calls or DMs, and some may want more details while others just want a quick hook.
Before you send that pitch, do some research. Check out the journalist’s previous work, see how they engage with PR professionals on social media, and pay attention to any communication preferences they’ve mentioned.
If a journalist typically works under tight deadlines and you’ve seen them post about preferring pitches in the mornings, make sure your email lands first thing. Don’t wait until the afternoon or send multiple follow-ups—respecting their schedule can make a huge difference in how your pitch is received.
Media relationships take time
Remember: journalists are people too. They want to work with reliable sources, get the information they need, and tell great stories. So, approach media relations with patience, respect, and a little bit of strategy—and the results will speak for themselves.
M2.0 Communications is a Public Relations Firm that specializes in business, technology, and lifestyle communication. We offer a range of PR services including corporate communications, media relations, social media marketing, influencer marketing, and video production. Learn more about our work on our case studies page.
