Most journalists receive dozens of pitches every day, and let’s be honest — most of them sound the same. If you want to stand out, you need more than a great story. You need a real relationship based on trust, respect, and genuine value. Strong media relationships can lead to better coverage, faster responses, and sometimes even media opportunities you didn’t ask for.
The good news? Building these connections isn’t complicated. It just takes a little care, consistency, and understanding of what journalists actually need.
Start by Researching Properly
Before you ever hit “send” on a pitch, spend a little time learning about the journalist or publication. What topics do they cover? What tone do they use? Are they serious, quirky, or straightforward? Knowing this upfront lets you tailor your approach, making it far more likely they’ll be interested in what you’re offering.
Generic pitches are easy to spot — and even easier to ignore. A few minutes of research can put you ahead of most other people reaching out. Check their recent articles, look at their social media presence, and try to get a feel for what genuinely matters to them. Showing that you’ve done your homework builds instant credibility.
Craft Pitches That Are Short and Useful
When it comes to pitching, less is more. Journalists are often under tight deadlines, meaning they don’t have time to dig through long-winded emails to find the point. A good pitch should be just a few sentences, getting straight to the who, what, when, where, and why.
If you’re unsure where to start, think about what would grab your attention if you were in their shoes. Make it interesting, timely, and easy to act on. Always include your contact details at the end so it’s easy for them to follow up.
Remember, pitching is not about showcasing everything you know. It’s about offering something relevant and giving just enough information to make them curious. Leave room for them to want more.
Focus on Being Helpful, Not Promotional
No one likes being sold to, and journalists are no different. If your pitch sounds like a sales brochure, don’t expect much interest. Instead, offer a story that’s relevant to their audience. Share an expert insight, a unique angle, or real human stories that tie back naturally to what you do.
Professionals from a reputable pr agency in Brisbane know how to strike that balance perfectly, positioning their clients within broader, newsworthy topics. It’s a smart approach you can borrow when building your own media relationships.
Be Fast and Reliable When They Respond
If a journalist reaches out to you, treat it like a mini emergency. They often have very short windows to get quotes, images, or background information before their deadline. The faster you respond — and the clearer your answers — the better your chances of being featured.
Double-check any details you send and make sure you deliver exactly what they ask for. If you can’t meet a request, be honest and suggest an alternative if possible.
Keep the Relationship Alive
Strong media relationships aren’t built on one-off emails. They grow over time with small, genuine touches. After you’ve worked with someone, don’t disappear. Keep in touch by occasionally sharing articles they might find interesting or commenting thoughtfully on their work.
That said, no one enjoys an inbox full of constant self-promotion. Let the relationship breathe, and focus on offering value rather than asking for favours every time you reach out.
Understand What Journalists Are Actually Looking For
When you boil it down, journalists want stories that are interesting, timely, and accurate. They’re looking for people who make their job easier, not harder. If you can think about what’s genuinely helpful to them, rather than what’s beneficial to you, you’ll naturally create better pitches and stronger relationships.
If you’re new to the process, learning a few basics about how to write a good media pitch can really sharpen your approach and help you avoid common mistakes.
Wrapping It Up
Building strong media relationships is a lot like building any other kind of relationship — it takes respect, good communication, and patience. When you focus on being helpful instead of self-serving, you naturally become someone journalists want to hear from again and again.
Done right, these relationships don’t just help you land one story — they open doors for many more down the line. Plus, they make the entire experience more enjoyable and collaborative for everyone involved. A little extra effort upfront can turn a one-time feature into an ongoing media partnership that benefits both sides for years to come.
