Lila B
Owner, Ella Bee Social Media & PR | Social Media and PR Consultant for Sports and Entertainment Brands
I am a young public relations professional. I have recently moved to a new city after obtaining my first job. What are some strategies and/or tactics that I can try to build relationships with journalists in my new city?
Good Answers (4)
Julia Z
VP of Corporate Communications, iolo technologies
Best Answers in: Public Relations (2), Professional Networking (1)
Lila,
congratulations on your new job and move! :) Of course, researching the journalists in detail before pitching them, following what they are writing on and making your pitches very relevant and personalized to their interests are some of the obvious recommendations for every PR professional.
However, having worked in two different cities as a young PR professional, I found two specific strategies that work very well:
1) Try to strike personal relationships with reporters that are your peers, either in terms of age or seniority. It's unlikely that a senior editor or editor in chief will engage in a funny, tongue-in-cheek email exchange with you, but chances are pretty high that you'll make good friends among editorial assistants or staff writers whose careers will develop alongside yours and who in a few years will become the editors in charge.
2) Try to meet as many reporters in person as possible. Many PR firms have budgets for in-person lunches that are not simply reserved for the executives. Inquire about those in your PR firm and invite to lunch any reporters with whom you work on a story or simply have a pleasant email exchange or phone conversation. Those face-to-face meetings take your professional relationship to a new level and ensure they'll always at least read your pitch or take your call.
Hope this helps! :)
Julia
Christopher L
Owner, Sterling Cross Communications
Best Answers in: Viral Marketing (1), Mobile Marketing (1), Public Relations (1), Search Marketing (1), E-Commerce (1), Web Development (1)
Lila;
Read everything you can find by the journalists you will need to know. Many of them are pulling double-duty, so read their blogs, follow them on Twitter, etc. Get a taste for what they cover, what angles they take on stories and topics. Be respectful and only pitch what would most likely make sense based upon your research. Be respectful of the method they wish to receive pitches in (we have a few reporters here that will only take pitches via Twitter).
That route should get you up to speed quickly.
Good Luck!
Christopher Lower
Sterling Cross Communications
Traditional Storytelling Integrating Today’s Technology
www.sterlingcrossgroup.com
Links:
Caitlin K
Paid blogger at trueslant.com
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Face to face is essential -- and take a notebook and listen very carefully to the reporter(s) you talk to. Not just what they cover but when and why a story matters most to them, and to their bosses. Some reporters are more ambitious than others and you can't assume that what you think is a great story is what they, or their bosses, think is terrific. Think broadly about all the types of stories that exist: analysis, column, editorial, news, feature, profile, etc, and all the reporters in all the various sections of your local papers and TV and radio who produce them.
Do not forget freelancers! We are often totally overlooked (why?!) by PR people who think that only someone with a staff job has regular access to millions of readers. My story in the NYT two days ago has gathered more than 75 emails from across the country, most of them from strangers -- and I am freelance. A good freelancer writes for a wide range of publications and we are always hungry for great stories -- without which we can't earn a living.
Once someone tells you what sort of story they prefer, do NOT pitch them any old thing because you now have access or your boss or a client is pushing you hard to do so. There are few things more annoying.
Links:
1. Research the media contact before pitching to make sure your news is relevant to his or her beat
2. Craft well-written, concise, error free pitches that are directed to your contact (no mass pitches)
3. Attend press club events and other networking events and introduce yourself
4. read local publications and know who writes what sections or columns so when you meet them you can reference their work.
More Answers (8)
Hi Lila,
I just moved to New York from San Diego in September, so your question hits home with me! In San Diego I was very well connected with the media and here in the big apple I am not. Good luck and stay in touch! Let me know if you find out any secrets.
Cheers,
Dana Humphrey
dana@whitegatepr.com
As a reporter for many years, face-to-face meetings are key. Reporters are only human, and if they like you, they will be more likely to be sympathetic to your pitches - as long as they are relevant. Go for coffee, take them for lunch, pop in with a press release/photo and ask to meet them and their colleagues.
You need to find out what they are interested in and they REALLY don't want pitched stuff that won't work - so ask them what they want and need, then try to give it to them.
Over the years I became friends with many of the pr people I dealt with and now have crossed over myself and know the importance of fact-to-face relationships. Remember that reporters and features writers are often quite gregarious/opinionated but are stuck reading wire copy or re-writing other people's poor copy, so having a good reason to stop is seen as a relief. Relationships take time, and you need to build on them.
I would try to comment on a good story by a reporter in the major local paper(s). I am a NY Times reader and I have often started e-mail exchanges with a reporter after agreeing (or disagreeing) with a point expressed in an article. It's very rare that the reporter does not respond. Once that initial e-mail exchange has occurred, judiciously suggest a story idea when it makes sense and you can be helpful. I commented on a reporter's assessment of his first cruise once and our relationship was born.
Write an op/ed piece for your major daily newspaper and have your firm list you as a topic area expert available for interviews. If managing local events, invite local journalists to be your emcee or host. Best of Luck!
John C also suggests these experts on this topic:
Hi Lila, The most important thing you can do is read, read, read. Set up Google alerts and sign up for RSS feeds from their blogs. Look for events that might be sponsored by PRSA, IABC or even PR Newswire and Business Wire that feature media speakers. Be a resource for them, not just a PR person. If the only time you contact them is when you're pitching them, then you're never going to build a relationship with them. Send things of interest to them, even if it's not related to your company or clients. And when you do pitch them, target your pitches specifically to them and their needs, based on what you know they cover. Good luck in your new position!
Elouise H
Communications Manager, Volunteering Victoria
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Help if and whenever you can, even if, at times, there would be nothing in it for you.
Kathrina C
Kat: Creative, goal-oriented PR professional. Strategic thinker. Connector. Karaoke addict.
Congrats on first job! Agree with the above responses. I would say, first and foremost, set up Google alerts and RSS feeds for the reporters you want to specifically follow (if they have blog, read it and eventually, participate--as a reader--not as a PR rep). AND set up same alerts for your clients' industries...you need to learn the "business of the business" of your clients so you can speak intelligently with the media, too.
Then, set up a quick coffee or desk side to introduce yourself to journalists especially since you're NEW. Tell them you want to learn what you should/should not be pitching them.
AND most importantly, try and become a resource for them. Don't just pitch your clients. If you hear about something going on that is relevant to their beat (i.e. new news, trends, etc.), pass it along. The goal is to be as resourceful as possible...not just someone who only "auto-pitches" your clients. Hope that helps!
Greg P
President ♦ Bluefin Productions Inc.
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Now is the time to build relationships.
When you have nothing you want form a reporter, now is the time. Get to know them. Start with emails, and then MEET them in person. Comment on their columns. Ask about their beat. Get a sense of what it is they are writing about in the future. Let them know you are available for any background information they need for research etc.
Let them know any areas of expertise or contacts you can provide them, even if it is not in your field or company. Now is the time to trade some goods to them, and bank some goodwill.
