5 tactics for cultivating media relationships

Launching a pitch and wishing for coverage is like tossing a stone in the air and hoping to hit the moon. Instead, try these approaches for enduring partnerships with journalists in your niche.

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The story is the cornerstone of every good pitch.

Journalists get hundreds of pitches each day. Most pitches are ignored, even when they’re well-written. They’re like banner ads; the sheer volume makes tune-out inevitable.

That’s why media relationships matter so much.

Building authentic rapport with a journalist helps you (and your brand) stand out amid a barrage of emails, DMs and phone calls.

It removes the friction and uncertainty that reporters encounter when dealing with an unknown brand or publicist. If you’ve provided them with a good tip or story in the past, maybe you’ll have something good this time around.

Unfortunately, building credible media relationships is harder than ever. The competition for a reporter’s time is fierce. Journalists are skeptical about thirsty PR and comms people.

So how can you build lasting bonds with journalists today? Try these approaches:

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