Succeeding with media in the era of change

Wondering what success in media could mean for your business? Learn how to start building media relationships below, and then schedule a free, one-on-one virtual consultation with one of our co-founders, where you can get personalized media or communication strategy advice at no charge. Office hours happen bi-weekly on Thursdays from 2-4 p.m. Find a time here.


It’s no secret that we’re in an era of rapid change, especially when it comes to what we see in the news. While headlines seem to be changing daily, the need for visibility in the media landscape has never been more vital for brands. Across the country, as people are staying home, mobile media consumption has increased by at least 215%. So how do you capture the media’s attention during a time with news overload?


The answer comes back to this key: relationships.


Build relationships with media 


While media trends are changing constantly, the importance of building meaningful relationships with journalists and reporters has remained consistent. Even better news: The core principles behind relationship-building with media haven’t changed much either. Personalization, research, and respectability are all high on the list of essentials when developing a relationship with media. If you want to get to a place where you can have a journalist’s cell phone number in your contact list, it starts with showing them you’re looking for more than promotion.


Pitch journalists and reporters successfully


According to over 500 journalists in a survey from Hubspot, personalization of pitches and doing research beforehand are still a priority they’re looking for when people pitch stories to them. Catching (and keeping) the attention of media professionals goes beyond having a compelling story—it’s about showing them that you find value in their work and you know what you’re talking about.



Before sending a pitch, ask yourself these three questions to check if you’ve done your research:

  • Do I know what topic or beat they cover?
  • What’s a recent story or feature they’ve done that relates to my pitch?
  • Why do I want this particular journalist or reporter to cover my story?


That last question may sound simple, but it’s vital that you know who you’re pitching and why, in order to truly start developing a relationship with them.


Be the expert media needs 


Have you ever heard the friendship advice to first be the kind of friend you’d want to have? Well, similar logic applies to media relationships, too. Be the kind of expert you’d want to see in the news. Working with the media is a two-way street. Not only do you want them to cover your story, but they want you to provide accurate, timely information to make telling your story more valuable.


This is where creating your own original content becomes your key to coverage.


If you’re a tax expert, go ahead and write a blog post on what changes business owners can expect in the next year. If you’re an educator, write a guest opinion around the state of learning during COVID-19. Do you specialize in entrepreneurship? Create a social media campaign with tips for founders to keep their business going from home. 


Whatever topic you’re an expert on, it’s important to develop and share your own content before asking to be included in the media. When a journalist goes searching for your credentials or expertise, you want them to find something valuable in order to start building that trust.


Start building media relationships now


Now that you’re prepared to start building lasting relationships with journalists, make sure you know the best ways to navigate media relations right now. You can find more on that in one of our other blog posts here.


By doing your research and building your platform, your pitch is more likely to be noticed by the media, and hopefully you can start building a brand-new relationship from there.