Mastering the Pitch: Tips for Building Relationships with Journalists

In today’s fast-paced media landscape, good relationships with journalists are essential for securing coverage and building a positive reputation. And as newsroom staffs everywhere become smaller, smart, respectful strategies to pitch and build rapport with them are as important as ever.

Here are five ways for professional communicators to cultivate strong relationships with members of the media:

1. Know Your Audience

Before reaching out or sending a pitch, research a reporter, editor, host, or whomever you want to connect with and be ready to reference their work. Understand their areas of expertise, recent articles, and preferred communication styles, and don’t be afraid to tell pay them a compliment about it. 

Tailoring your pitch to align with their interests increases the likelihood of a positive response. 

2. Crafting Compelling Pitches

When writing your pitch, focus on relevance and value. Highlight what makes your story unique and why it matters to their audience. Where appropriate, follow the newswriter’s playbook: Write in “inverted pyramid” style, “leading” with the most important or attractive information at the beginning, and follow AP Style.

Ask yourself: “Would I cover this story?”

Keep it concise, engaging and to the point. Journalists appreciate clear and well-structured pitches that get straight to the heart of the story.

3. Be Available and Responsive

Once you’ve reached out or made a pitch, be accessible. Journalists often work under tight deadlines, so prompt responses to inquiries are crucial. Being available for follow-up questions and providing additional information quickly can set you apart and establish your reliability as a source.

A little patience can go a long way. Many journalists work long hours and cover a wide range of topics, so finding ways to make their work easier may improve your chances of securing coverage.

Unlike “evergreen” stories, reporters covering topics like pending legislation often need to move fast. That means if they can’t reach their source, they may move on quickly.

4. Offer Exclusive Content

To capture a journalist’s interest, consider providing exclusive access to information, interviews, or events. Exclusive content can create a sense of urgency and importance, making journalists more likely to cover your story. 

This not only builds goodwill but also fosters ongoing relationships.

5. Follow Up Respectfully

After sending your pitch, it’s okay to follow up, but do so thoughtfully. Wait a few days before reaching out again, and keep your follow-up brief and respectful. A simple reminder can keep your story top of mind without coming across as pushy.