3 Valuable Advice for Building Successful Journalist Relationships
In the fast-paced world of journalism, building successful relationships is crucial for both journalists and those who work with them. This article delves into valuable advice for cultivating and maintaining these essential connections, drawing on insights from industry experts. From proactive relationship-building to strategic partnerships and effective morning routines, discover the key elements that can elevate your interactions with journalists and contribute to your professional success.
- Build Relationships Before You Need Them
- Treat Journalists as Strategic Partners
- Establish Early Morning Routines for Success
Build Relationships Before You Need Them
The most valuable advice I received was simple yet powerful: "Build relationships before you need them."
Instead of reaching out to journalists only when I had a press release to share, I started engaging with their work regularly—commenting thoughtfully on their articles, sharing their stories on LinkedIn with credit, and occasionally sending a genuine thank-you or compliment via email or DMs without pitching anything.
This changed everything.
When I eventually did have something newsworthy, I wasn't a stranger asking for a favor. I was someone on their radar who had shown consistent respect for their work. As a result, my emails got responses, my stories got coverage, and some journalists even asked to be kept in the loop for future updates.
That single piece of advice turned media outreach from cold pitching into a real human connection, and that's what makes all the difference.
Treat Journalists as Strategic Partners
The most valuable advice I ever received about building relationships with journalists is deceptively simple: treat journalists as strategic partners, not as distribution channels. Early in my career, I was fortunate to work alongside a seasoned communications director who stressed that mutual respect and genuine interest in a journalist's professional goals make all the difference. This approach has shaped every aspect of my work, from launching global e-commerce initiatives to leading the ECDMA Global Awards.
Successful press releases rarely hinge on clever phrasing alone. They succeed because there is a foundation of trust and relevance between the company and the media. In my consulting work, I have seen that when you approach journalists with an understanding of their audience, editorial priorities, and the pressures they face, you earn credibility. I always take the time to research what a journalist is writing about, to reference their recent work, and to offer insights or data that align with their interests. The point is not to push an agenda, but to contribute something valuable to their reporting.
For example, during the expansion of a client's e-commerce platform into new markets, we needed sustained media attention across several regions. Instead of sending mass releases, I reached out directly to journalists whose coverage showed a real grasp of digital transformation trends. I asked for their perspective on the market shift and offered access to data that would inform their analysis, not just promote our news. This resulted in more nuanced stories, deeper relationships, and follow-up opportunities that standard PR outreach would never create.
At ECDMA, we've embedded this principle in our own media relations. Our team spends as much time listening to journalists as we do preparing announcements. This has led to collaborative coverage of our initiatives, rather than transactional mentions.
Ultimately, the advice to treat journalists as partners has helped me build relationships that last beyond any single press release. It has opened doors to richer coverage, more meaningful dialogue, and a reputation for reliability. In today's environment, where information is everywhere but trust is scarce, that is a significant strategic advantage.
Establish Early Morning Routines for Success
One thing I believe would make my life better is waking up early each day to start slowly and intentionally. I've read that having a morning routine can help improve focus, lower stress, and create a positive start to the day. When I do wake up early, I notice I feel calmer, more in control, and less reactive throughout the day. However, even though I know this is true, I still find it hard to make it a regular habit. The difficulty comes from breaking my usual patterns, like staying up late or hitting the snooze button. Giving up extra sleep and facing the quiet of the morning feels a little uncomfortable and unfamiliar. It's a bit scary, even though I understand that it would help me feel more centered. The main challenge isn't just waking up, but choosing to face some discomfort now instead of sticking with the easy, temporary comfort.
