3 Strategies for Maintaining Media Relationships Between Announcements
In the ever-evolving world of media relations, maintaining strong connections with journalists is crucial, even during quiet periods. This article explores effective strategies for nurturing media relationships between major announcements. Drawing on insights from industry experts, readers will discover practical approaches to offering valuable information and building trust with key media contacts.
- Nurture Journalist Connections During Quiet Periods
- Offer Valuable Insights to Media Contacts
- Build Trust Through Consistent Expert Commentary
Nurture Journalist Connections During Quiet Periods
I maintain a warm connection with journalists through regular communication, even when there are no major news stories. I use three methods to stay in touch with journalists: I share timeless story ideas, I share brief updates about relevant industry trends, and I provide brief comments about their recent published work. I maintain genuine dialogues with journalists through my messages while avoiding any requests for assistance. I sent a journalist a Madrid campaign poster image which matched her previous article from six months ago, and she responded right away.
The "quiet-in-between" moments I maintain with journalists become essential when major news stories emerge. The editors recognize my purpose extends beyond distributing press releases because they actively read my messages. The editor of a major UK daily newspaper provided immediate coverage to our client because he recalled our previous discussion about an AI tool, even though that story had not been published. Relationships compound.
Offer Valuable Insights to Media Contacts
If the journalist and the outlet are important enough, continue consuming their content and make a point to get in touch with a quick compliment or observation. An even better approach would be to send a message along the lines of: "Next time you cover X, I have someone you should talk to." This demonstrates that you pay attention and are willing to help even when there's no direct benefit to you.
Build Trust Through Consistent Expert Commentary
The most effective approach has been offering value beyond press releases. Sharing patient education content, health trend analysis, or access to physicians for expert commentary keeps relationships active even when the practice has no major updates. Reporters appreciate a steady flow of insights that help them meet deadlines, and this reciprocity builds trust over time.
The benefit becomes apparent when a genuine announcement arises. Journalists who already view the practice as a reliable source are quicker to respond and more likely to prioritize coverage. Instead of competing for attention in a crowded inbox, the message reaches someone familiar with the organization's credibility. The groundwork laid during quieter periods translates into stronger visibility and faster pickup when the news truly matters.
