Make New Friends, But Keep the Old: Building Valuable Media Relationships
For public relations professionals, networking is a part of life. Being curious about the world, meeting new people and asking questions is like brushing our teeth: it just seems so obvious, right? Sometimes, it’s so second-nature that we forget if we actually did it or not.
There are some important considerations when it comes to forming these network connections, particularly with journalists. Being genuine and honest will make people like you, even in the career world. There is this old lingering stereotype that PR people and journalist clash (one is always causing more work for the other). Who says PR people and journalist can’t be friends?
Networking isn’t just about who you are and how to get what you need or what. It is about a genuine interest in learning about new people.
Building trust with everyone is important. With media contacts, building trust means that you can mutually look out for one another. Whether you are advocating for targeting a particular blogger, or that same blogger is covering your client, it is reciprocity that will make connections last.
Tell Your Brand Story
It is important to look for brand alignment when connecting with journalists and bloggers. Having a brand story that resonates with the media will make it easier for you to gain interest and coverage.
Stay In Touch
A particular contact might not be important now, but you never know when your clients are going to change. Down the road, this person might be very helpful. That being said, connect with everyone, whether they are “important” or not. You might learn something.
What do you think? Share your insight on media relations.