By Jensen Charbonneau, Account Manager
Congrats! You’ve found yourself having secured a line of communication with a reporter. That’s a notable achievement, one that can open plenty of doors if you play your hand right. All that remains is the question: now what?
This is the part that can make or break your relationship with a reporter. Getting in contact is just the beginning, and your next moves will have ripple effects down the line. Reporters lead busy lives, which means you’ll need to get strategic, stay organized, and make a genuine commitment if you want to create a relationship.
Here’s how we do it.
Make Sure to Do Your Homework
A good place to start is by tracking that reporter’s coverage. What do we see them writing about? What angles are they exploring? Get a feel for their beats, their rhythm, and the kinds of stories that get them excited. Knowing who the reporter is and what they’ve written about will get you a long way, and it’ll save you time. It never hurts to brush up on your own end, too. Review your pitch and make sure you know what you’re offering inside and out. Don’t downplay why you believe your company or story is a worthy subject for this reporter.
One way to think of this phase is like a crack in the door. You’ve got a reporter’s attention, but you don’t have that open invitation to waltz right in. When you see something they’ve recently published that overlaps with what you pitched, that’s your cue to re-engage with a (timely) reminder. Stay informed and intentional, so you aren’t just filling their inbox with more noise. Sharing legitimate news is a great way to get your foot in the door, without making them feel like you’ve been camping outside their inbox.
Offering a background conversation is a great way to pave the next steps. This takes the pressure off the reporter and lets them learn about our client in a 20 minute casual chat. It’s a low-lift way to build familiarity and allow reporters to learn more about you without committing to a story, which can lead to bigger opportunities down the road.
Take the Relationship Out of the Inbox (If You Can)
If a reporter has given you their number and you find yourself with a reason to use it, use it. Whether it’s a quick call or text, if you’re mindful to send it when timing matters, you can create an opportunity to move the relationship forward. While every reporter is different and has their own boundaries, and you’ll sometimes end up with someone who prefers to keep things in the inbox, it’s worth the effort to try.
On that note, make sure you’re always listening. Remembering small details a reporter mentions, even if they aren’t related to your client or story, can make your relationship even stronger. If they mention a birthday or a trip, ask about it the next time you talk with them. These moments show that you’re treating them like a person instead of a placement opportunity.
Always Be a Partner
Every conversation doesn’t immediately equate to coverage. Some reporters will tell you directly that there’s no need to follow up, at which point you should probably take the hint. But, keep the lines of communication open. Send them a note if you liked a story they put together. Have some intel about news on their beat? Give them a heads up. The reporters who become long-term allies are the ones you’ve shown up for consistently, honestly, and with something real to offer.
