What journalists want: insights on pitching and building media relationships
In the world of Public Relations, building and maintaining strong relationships with journalists is crucial. Journalists are the gatekeepers of news and information, and getting your story in front of them can greatly impact your brand's credibility and exposure. But how do you grab their attention and get them to care about your message? In this article, we'll explore some key insights on pitching and building media relationships from the perspective of journalists themselves.
First and foremost, it's important to understand that journalists receive countless pitches every day. According to a survey conducted by Muck Rack, a platform for journalists and PR professionals, 91% of journalists said they receive at least one pitch per day, and 25% receive 11 or more pitches per day. With that in mind, it's crucial to make sure your pitch is relevant, concise, and personalized to the journalist's interests. It's also important to do your research and make sure you're reaching out to the right person for your story.
When it comes to pitching, most journalists prefer email as their preferred method of communication. According to the same Muck Rack survey, 85% of journalists prefer to be pitched over email, while only 2% prefer phone calls. However, make sure your email stands out among the sea of pitches they receive. Use a compelling subject line, get straight to the point, and include any relevant statistics or data upfront. Personalizing the email to the journalist's beat and interests can also go a long way in getting them to pay attention. It's important to note that journalists receive a lot of spammy, irrelevant, or poorly written pitches that don't make it past their inbox filter. By taking the time to craft a thoughtful, personalized, and relevant pitch, you can significantly increase your chances of success.
Another important aspect of building strong relationships with journalists is maintaining transparency and honesty. Building trust with a journalist can take time, but once they know they can rely on you for accuracy and honesty, they are more likely to come back to you for future stories. This includes being upfront about any potential conflicts of interest, being timely with reporting deadlines, and respecting the journalist's editorial independence.
Social media can also be a powerful tool for building relationships with journalists. Following journalists on Twitter or LinkedIn and engaging with their posts can help you get on their radar and build rapport. However, it's crucial to maintain a professional demeanor and avoid spamming them with irrelevant messages or pitches on their social media accounts.
Finally, it's important to remember that building relationships with journalists extends beyond just pitching them stories. Taking the time to get to know them on a personal level and building a genuine connection can help strengthen your professional relationship. This could mean meeting up for a coffee or lunch, attending industry events and networking, or even sending the occasional congratulatory message on a recent article they wrote.
In conclusion, pitching and building relationships with journalists is a vital aspect of any Public Relations strategy. By tailoring your pitch to their interests and being honest and transparent, you can increase your chances of success and build a lasting professional relationship. Utilizing social media and attending industry events can also help you get on their radar and strengthen your connection. Remember, journalists are people too, and building a genuine connection can go a long way in ensuring your message gets heard.