In any kind of relationship or collaboration, it’s the connection that matters most. I am speaking of the relationship connection. As you build your media contacts, nurturing that connection is everything.
Building long-term relationships with journalists, influencers, bloggers, and media outlets requires a strategic, thoughtful, and consistent approach. I thought it would be valuable to share a few key steps to nurturing these connections over time for ongoing benefits:
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Personalize Your Outreach
- Research First: Before reaching out, understand the journalist’s or influencer’s niche, audience, and content preferences. Show genuine interest in their work by referencing specific articles or posts they’ve created. Don’t just say, “Your work is really valuable. You’re doing great work in the world.” Way too vague. You must refer to something substantial that shows you really are familiar with their work.
- Tailored Pitches: I feel like I shouldn’t have to even say this, but when you pitch a story or collaboration, make sure it aligns with their interests and the type of content they typically cover. A personalized approach demonstrates respect and professionalism, increasing the chances of a favorable response. As an example of what NOT to do, just yesterday I received 4 pitches for the podcast I produce that clearly did NOT fit what we do. It’s just lazy and very unprofessional.
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Offer Value Consistently
- Be a Resource: Position yourself as a valuable resource by offering data, insights, expert opinions, or exclusive content that can help the media craft better stories. This builds trust over time and few think to do this. You will stand above many if you do.
- Solve Problems, Don’t Just Sell: Instead of pitching your projects solely, think about what their audience would benefit from and position your outreach accordingly. Help them create compelling content without it being overly promotional. This is key.
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Develop Relationships Beyond Projects
- Regular Communication: As with any relationship, don’t just contact them when you need them. Keep in touch throughout the year, sharing useful industry updates, newsworthy content, or personal messages that show you’re interested in maintaining the connection. They may respond, they may not, but you need to be willing to earn their trust. It takes time.
- Engage on Social Media: Follow their social media accounts, share their content, and engage meaningfully. This makes your interactions feel more genuine, which strengthens the bond outside of formal emails or pitches. They may never acknowledge this, but I guarantee they will notice.
Bottom line
Building lasting relationships with the media is about creating trust, respect, and genuine connections. It’s not just about one story or one project—it’s about cultivating partnerships that can grow and evolve over time. When you focus on being a resource, offering consistent value, and staying in touch with thoughtful, authentic communication, those relationships will naturally deepen. Yes, it takes time, but that’s what makes it meaningful. As you continue to nurture these connections, you’ll not only create lasting opportunities but also build a sense of camaraderie and collaboration that can open doors you never expected. Remember, every interaction is a chance to plant a seed for something bigger, and your commitment to doing it right will make all the difference.
To your success!
Joanne
P.S. There is a free webinar coming up on Tuesday, September 17 that addresses the question of DIY book publicity vs. hiring a publicist. Join me here.
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