Your relationships with the journalists who cover your organizations
issues are some of the most vital ones to your success. All too
often however, we only think of these relationships as something
to call upon when we need them. However, like any living thing,
our relationships with journalists need to be maintained over time
in order to be fruitful.
Journalists turn to you for information if they know they can rely
on you for credible, accurate information, not self-serving advertorial.
By forwarding interesting news about research, developments and
ongoing trends in your industry - not necessarily directly about
your organization - that you pick up at conferences, events or from
colleagues, you can nurture a mutually beneficial relationship with
journalists that will reward you hundred-fold.
Take the time to get to know the reporters you want to reach. Do
a search through their publications archives, now usually available
on the Internet. Read articles they have written that relate to
your organization. Each reporter has a different interests and priorities.
By tailoring your approach to a reporter, you can greatly increase
your chances of coverage.
The basics always apply. All the relationship nurturing in the
world wont benefit you if you fail to return journalists
calls within the day, dont provide clear, concise, relevant
story information, and dont have additional graphic, video
and print materials.
With proper care, the relationships you and your organization develop
with journalists can last a lifetime - and benefit all of you.