These eight tips can help PR pros looking to improve their relationships with journalists.

1. 8 Ways to Be a Journalist’s
Favorite PR Contact
Rachael Hesling

2. The love-hate relationship between journalists and PR professionals is a hot topic
in today’s media industry, and it’s not difficult to see why. The number of PR pros
far outweighs the number of journalists out there, and with so many PR specialists
vying for a limited amount of attention and article space, things are bound to feel a
little strained. In addition, far too many PR pros do not follow best pitching or
relationship-building practices, leaving journalists frustrated and overwhelmed
rather than engaged.
So how can you make yourself into a PR professional that journalists love instead
of one they can’t stand? These eight tips can help.

3. Ask Journalists about Their Current Projects
Taking the initiative can be a great way to
put yourself on a journalist’s “favorite
contact” list. Asking what they have on their
desk before approaching them with a story
helps ensure that you’re only pitching
relevant material, and not doubling up on
topics they’re already working on.

4. Follow Their Work and Know Their Niche
Another way to make sure that your pitched stories are relevant to journalists is to
have a thorough understanding both of their general areas of interest and of the
specific topics they have covered recently. If you pitch a story to a reporter on a
topic they covered just a couple of weeks ago, not only is the reporter highly likely
to refuse your story, they’re also much more likely to put you down as someone
who doesn’t do their homework, which is not a helpful reputation to have in the
media world.

5. Be Flexible
While it’s naturally your main priority to pitch a story
the way your clients want it told, you must
recognize when some flexibility is called for. If your
preferred angle doesn’t work for the publication
you’re targeting, then being willing to adapt may
make the difference between coverage that isn’t
quite what you had hoped for and no coverage at
all. A good PR pro will not only recognize this, they’ll
also be effective at convincing clients that sticking
to their guns when it comes to story topics is not
always the most useful policy.

6. Tell Journalists the Truth about Your Clients
PR pros have to walk a fine line between satisfying their clients and making the
media happy. However, it’s important not to let the desire to please both sides
prevent you from being candid and upfront with journalists about your clients. In
an interview, reporters will know right away if your client isn’t the right fit for the
story that you pitched, or if he or she is well-prepared to talk about some subjects
but not about others. A heads-up to journalists about issues like these will be
greatly appreciated, as it avoids wasting time and ensures that everyone is on the
same page.

7. Be Considerate of Reporters’ Time
When pitching a story, good timing can be just as
important as appropriate content. Remember that
journalists are usually on very specific schedules
and working within tight deadlines. Choose times
to call when they aren’t likely to be busy or
frantically trying to file a story; they’ll appreciate
the consideration and will likely have more time to
offer you.

8. Take No for an Answer
It might sound counterintuitive, but being overly pushy is not a helpful quality in a
PR pro. Journalists do not appreciate PR people who won’t drop a pitch;
remember that reporters and editors know their readers best, and they usually
have valid reasons for turning down a story. Instead of pushing, work on taking
refusals graciously, and concentrate instead on finding platforms that may be a
better fit for the story you’re pitching.

9. Don’t Just Take, Give
A great many PR pros only focus on what they want to get
from journalists, but not as many think about what they
have to give. And that’s a shame, because making
yourself into a helpful and reliable source for
correspondents is an excellent way to deepen your
relationship with them. Offer to put reporters in touch with
useful contacts, or help them round out details for a story
that doesn’t necessarily involve your clients. You’ll find
journalists turning to you more often, and they’re much
more likely to be receptive the next time you have a story
to pitch.

10. Forge an Authentic Connection
Journalists aren’t just robots whose sole function is to create positive stories
about your clients. They’re real people with real interests, both in and outside of
work, who are looking for genuine connection. The best PR people understand
this, and work to build long-term relationships with reporters that go beyond the
basic pitch dynamic. It’s simple when you think about it: would you rather go out
of your way to help an acquaintance or a friend?