4 ways to bring relationships back to media relations

Sometimes PR pros get so wrapped up in crafting their client’s announcement, they forget that established relationships with media sources are paramount to getting coverage.

“Some of my best pitches are three lines in an email,” said Jennifer Nycz-Conner, senior director of enterprise communications at Hilton, during the 2025 PR Daily Conference. “One of the challenges we all face as communicators is not understanding each other’s challenges between journalists, media and communicators. We each have a lot of pain points and we can help each other out if we just know how to do that.”

The terms “media” and “relations” often feel separate in today’s environment, but they truly go hand in hand. It’s knowing how to foster more meaningful relationships that make the difference, Nycz-Conner said.

Engaging with media sources when it’s not transactional helps establish an authentic connection, she said. Journalists’ inboxes are usually full of pitches and news, so you need a way to stand out.