Event Recap: Building a Lasting Relationship Between PR Pros and Journalists
Posted on Oct. 8, 2024 / Subscribe 0
PRSA Detroit’s most recent panel discussion, Media Matters, discussed ways to build lasting relationships between PR practitioners and journalists in an ever-evolving media landscape. Chiara Clayton moderated the conversation between Brooke Allen, Carolyn Artman, APR, Andrea Bitely and Dave Kinchen at the Crimson agency.
One of the more interesting tips came from Bitely, who talked about bringing your media list with you and building those important relationships outside of the agency or organization you are working with. Additionally, PR professionals should keep journalists updated about a changed job position, and pass journalists along to the proper sources. Being a helpful source to journalists will help build a trusting relationship.
How is the landscape changing?
With the technology landscape evolving rapidly over the last few years, it also means the media landscape is changing just as quickly. This altering terrain needs to be deeply understood, and how it affects the relationship between journalists and PR professionals. Kinchen broke it down from a journalist’s perspective. Kinchen mentioned there is now more room for more stories via streaming on broadcast sites. There is additional time for PR professionals to fill and get their clients' stories out there. The time for broadcast news is not just on the morning or nightly news and now includes hours-long shows that are streamed online. Additionally, there is more of a focus on visuals, and that might have a better chance of catching a journalist's attention. PR professionals should try to mention and tag journalists on social media to catch their attention.
How can PR pros navigate change?
With so much adjusting, it can be difficult to match the pace of change. Authenticity is still key to pitching content. Ensure that your pitch is human and appeals to the human factor that the audience will care about. Additionally, ditch the old method of “spray and pray”-- rather, professionals should research journalists and target four to five specific journalists. This will allow for a higher chance of coverage, and a better chance of building a relationship. By taking the time to double-check work, research and build a relationship, there is a higher chance of your client's story being covered. Finally, practitioners need to be understanding of the situation journalists are in. Be understanding and courteous of journalists when following up on a pitch.
Overall, PR professionals need to take the time to build a connection with journalists. Practitioners should consider journalist’s needs and be helpful and understanding of their situation. Spending a few more minutes perfecting the pitch will build trust with the journalists and create lasting connections.
Liz Popovich is a senior at Wayne State University (WSU), PRSA Detroit’s 2024 Fall intern and is the 2023-2024 past-president for WSU’s PRSSA chapter.
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