Previously, I shared 3 powerful ways to build relationships with the media. If you missed them, you can catch up here. Today, I’m expanding that list with even more strategies to help you foster genuine connections.
4. Show Appreciation and Acknowledge Coverage: When your story gets published, amplify it by sharing it on your channels and send a thoughtful note of appreciation. However, be discerning with your gratitude. While thanking an influencer might be welcome, a trained journalist could see it differently. They are, after all, doing their jobs. Instead of a simple “thank you,” try offering genuine praise for their unique perspective or the way they approached the topic. Demonstrating appreciation thoughtfully strengthens your rapport.
Offer Exclusive Access or Invitations: Invite them to special events or book launches, or provide early access to new projects. For example, I recently had a client with a book launch at Festival Napa Valley, where we hosted journalists with an exclusive reception featuring the author/composer, fine food, and drinks. The coverage that resulted was outstanding, showcasing the power of creating memorable experiences for media professionals.
5. Be Reliable and Respect Deadlines – Timeliness Matters: Always respond promptly and meet deadlines. One client of mine dropped a bombshell a week before his book launch, saying, “Oh, by the way, I’m leaving for a cruise to Antarctica next week!” Scrambling to cover all media opportunities was challenging, but we managed. Avoid putting yourself—or your publicist—in such a position. (We thank you in advance!)
Honesty and Transparency: If something changes or you can’t deliver as promised, communicate it immediately to the journalist, influencer, or producer. Being honest and transparent builds trust, and as our parents always said, honesty truly is the best policy. We might not have believed that as kids, but we certainly do now.
6. Be Patient and Have Consistent Long-term Vision: Relationships take time. Don’t expect instant results. Be patient and nurture connections without pushing for immediate favors. In this fast-paced, social media-driven world, it’s tempting to expect instant responses, but real relationships blossom over time. Be consistently engaged, yet allow things to develop naturally.
Follow Up Thoughtfully: If you don’t get an immediate response, wait a while before following up. Timing is key—2-3 days might be appropriate for time-sensitive events, but always avoid being overly persistent. Instead, remind them politely of your pitch or collaboration opportunity. If you did your homework and it’s a good match, then following up is something you really must do.
7. Collaborate Creatively and Offer Joint Projects: Propose ongoing collaborations like a series of interviews or regular expert commentary. Long-term projects keep you top-of-mind and build a stronger, enduring relationship.
Sponsor or Partner: When working with bloggers or influencers, consider strategic partnerships such as guest blogging or co-hosting events. These collaborations often outlast individual campaigns and evolve into valuable long-term alliances.
8. Keep a Record of Contacts and Preferences Database: Keep detailed records of your interactions, preferences, and any feedback from media professionals. This is your ‘liquid gold’—a resource that will become invaluable in tailoring your future communication and interactions. Trust me on this.
Respect Boundaries: Pay attention to how frequently journalists or influencers want to be contacted and their preferred method of communication. Whether it’s email, text, or an app like Signal, noting and respecting their preferences shows that you value their time and individuality.
Bottom line
One of the best parts of this work is the relationships you build and maintain. By implementing these strategies, you’ll build stronger, more authentic relationships that benefit both you and your media contacts. Remember, it’s all about creating lasting, mutually beneficial connections.
To your success!
Joanne
P.S. We’re all in this together!!
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