HOW DO YOU BUILD RELATIONSHIPS WITH JOURNALISTS?

ARE YOU BUSY? Do you protect your time and prioritise tasks? Each day? Well, guess what – journalists do the same.

Journalists protect their time because they have deadlines, inbox overload, and editors or producers to answer to. Building Relationships with Media Contacts is the difference between chasing one-off coverage and becoming someone those in the media  trust to deliver clean, usable stories or valid opinions built upon experience or expertise (they tend not to want ranters).

In this guide, we’ll show you a practical, trust-first system you can apply straight away to your PR today:

Key Takeaways

Building relationships with media contacts requires a clear media relations strategy focused on realistic outcomes and consistent, relevant outreach based on a knowledge of the news cycle.

Research and select journalists based on their specific beats and formats to ensure your story aligns with their interests and needs.

Maintain an updated, tiered media list with notes on each contact to tailor your pitches effectively.

Personalise your pitches by proving relevance quickly, keeping emails concise, and respecting journalists’ tight deadlines and follow-up etiquette.

Start With A Clear Media Relations Strategy (and realistic expectations)

If you start media outreach with ‘we just need more press’, you usually end up with the worst of both worlds: lots of activity, and very little coverage. It usually shows a lack of knowing what the media want – or don’t want.

Sadly this can relate to a PR agency which talks the talk but doesn’t walk the walk – -and in fact has never walked the walk.

Set realistic expectations. In 2026, even a well-targeted pitch can take weeks to land because news cycles are fast and newsroom teams are lean. Take a proactive and a reactive approach – know what your stories are and where they are relevant and jump on opportunities where your expertise/product/service are really relevant.

If you want a candid view on whether you’re ready to do this properly, we can help with our Power Hour at £199 plus VAT which will get you started. Book one here https://scottmedia.uk/pr-power-hour/

Craft A Personalised Approach That Respects A Journalist’s Time:

Nothing tanks trust faster than a pitch that forces a journalist to do work you should have done.

Personalisation does not mean writing a long email. It means proving relevance in the first two lines. A simple structure works well – a press release for proactive news that you are sharing with them and an email or message for reactive news (when a journalist asks for something like a case study or opinon). A great rule of thumb is to respond as the journalist asks you to – if they say ‘send me a DM’ do it, if they say ‘email me’ then do it.

Respect timing. If a journalist covers breaking news, they may need a comment in 30 minutes, not “sometime next week”. If you can’t respond fast, don’t pretend you can. If you are asked several times and you can’t meet deadlines, you are not ready or suitable for media outreach.

Follow-ups should be polite and limited. One follow-up after 2–3 working days is reasonable if the story is still timely. After that, move on. Silence is often not personal: it’s workload or other stories have taken priority.

Offer Value They Can Actually Use: Data & Photographs or Video:

If your pitch is only a claim, you’re asking a journalist to take a risk on you.

Instead, offer assets that reduce their workload and make the story stronger. Think in three layers: evidence, illustration, and publishing readiness.

Evidence (what makes it true):

A small set of reliable stats, with source notes you can explain.

A customer case study with a measurable outcome (time saved, costs reduced, growth achieved).

A named expert who can speak in plain English, not jargon.

If you have your own data, be transparent. Say how you collected it, the sample size, and what it does not prove. Journalists can work with imperfect data if you’re honest about limits.

Illustration (what makes it readable):

A simple chart that shows the point in 10 seconds.

A strong photo with correct credits and permission (colour, landscape and relevant)

A short example that turns abstraction into reality (“Here is what this policy change meant for one team of 12 people…”).

Publishing readiness (what makes it easy):

A short bullet list of key facts.

Two or three quote options written in natural spoken language.

A one-paragraph ‘about’ that avoids hype and states what you actually do.

Also think about what not to send. Journalists do not need a 12-page PDF full of slogans, they will tell you if they want more information.

Become A Go-To Source Between Pitches (without being pushy)

Building  a light-touch presence between pitches so you become useful, is powerful – one simple rule could be to give value three times for every one direct ask.

Here are three ways to do that without crossing the line:

Offer fast context on live topics. If a policy change or industry issue breaks, send a short note: “If you’re covering X, we can explain Y”.

Be available when they need you. If you promise “same-day comment”, set up your internal process so you can deliver. That might mean pre-approved holding statements, or a rota for who can speak.

Behaviours: which will Blacklist You & Your Brand:

Mass emailing irrelevant lists. If you BCC 200 people with a generic “press release”, you signal that you don’t care who they are or what they cover. Many journalists will filter you out permanently.

Ignoring exclusives. If you offer an exclusive, protect it. If you can’t protect it, don’t offer it. Breaking an embargo will travel fast.

Chasing aggressively. Multiple follow-ups in a day, WhatsApp messages without permission, or calling a newsroom often will count you out.

Switching the story midstream. If you pitch one angle then try to steer it towards your product once they reply, you create extra work and suspicion.

If you are dealing with a sensitive situation, the stakes are higher. A rushed statement can create headlines you can’t pull back. In those moments, you want calm process, not panic outreach, and you want advice from people who understand newsroom behaviour like Scott Media.

Conclusion: Play The Long Game…

If you want better coverage aim to become dependable, not famous. Building relationships with media contacts works when you set a clear strategy, target the right beats, and show up with useful assets on time.

You don’t need to be everywhere. You need to be the person a journalist can trust when the story is tight, the deadline is ugly, and accuracy matters. Keep your outreach relevant, keep your promises, and share your coverage. Over a year, that consistency will outperform any one viral moment.

Frequently Asked Questions about Building Relationships with Media Contacts

What is the first step to building strong relationships with media contacts?

Start with a clear media relations strategy by identifying your specific stories.

How do I find the right journalists to pitch my story?

Research journalists who regularly cover your sector, topic, or geography. Review their recent work to understand their interests, preferred angles, and formats, ensuring your pitch matches their beat.

Why is personalisation important in pitching to journalists?

Personalising ensures your pitch shows relevance and respect for the journalist’s time. Reference a specific article they wrote, state your story clearly with evidence, and keep your email concise with a clear call to action.

What types of value can I offer journalists beyond my pitch?

Provide reliable data, compelling visuals like charts and photos, expert quotes, and share-ready materials. If in doubt, ask yourself ‘is this story/talking point/or a visual story for tv’.

Can I manage media relations myself or should I hire support?

With the right education and practice, such as through targeted training or one-to-one sessions, you can learn to handle PR yourself. However, it takes time for everyone and you are increasing the time it takes if it has to sit alongside all of your other daily tasks.

How long does it take to see results from building media relationships?

Effective media relationships require patience. Coverage often takes weeks or months, so consistent, relevant outreach with a clear strategy is key. Playing the long game and being seen regularly eventually leads to a combination of you working with a company like Scott Media and journalists coming to you direct.