How to Build a Real Relationship With a Reporter — and Get More of Your Stories in the News

When it comes to media coverage, most people make one big mistake: they treat reporters like an email address in a database instead of a human being they can build a relationship with.

Remember: reporters are people with interests and passions. Tapping into that can help build bridges that last.

If you want more of your pitches to land, you need to stop thinking about one-off press releases and start thinking about the long game—creating trust, credibility, and a professional relationship that lasts for years.

Here’s how to do it.

1. Do Your Homework Before You Pitch

Good media relationships start before you ever hit “send.” Spend time reading what the reporter writes, watching what they produce, or listening to what they record.

Learn their beat—the topics they cover regularly—and pay attention to their style, tone, and audience. This not only helps you craft a pitch that will resonate but also avoids the dreaded “wrong person” email that wastes everyone’s time.

2. Bring Value Every Single Time You Reach Out

The fastest way to lose a reporter’s trust is to only contact them when you want something.

Instead, look for opportunities to help them—even when there’s nothing in it for you. Did they write an article you found insightful? Send a quick “Nice job” email. Do you have an expert or resource that could help them on a story unrelated to your client? Pass it along.

These small gestures turn you into a trusted source, not just another PR person pushing their own agenda.

3. Respect Their Time Like It’s Gold

Reporters live in a constant state of deadline. The last thing they need is a rambling pitch that buries the lead or forces them to dig for the information they need.

Get to the point. Be clear about what you’re offering, why it’s relevant, and why it’s timely. Include key facts, access to sources, visuals, and any supporting materials that make their job easier.

If they have to hunt for it, they probably won’t use it.

4. Be Ridiculously Reliable

This might be the most important one on the list: if you promise something, deliver it—fast.

If you say you’ll send a quote by 2 p.m., make sure it’s in their inbox by 1:59. If you offer a photo, send it before they even have to follow up. In the media world, reliability is currency.

Reporters remember the people who make their lives easier—and they also remember the ones who drop the ball.

5. Play the Long Game

Building a relationship with a reporter isn’t about one pitch—it’s about consistent, relevant value over months and years.

Even if they don’t use your idea this time, keep showing up with strong, timely, and newsworthy pitches. The day will come when they remember your name, trust your judgment, and say “Yes” to your story.

Bottom Line

The best PR pros don’t rely on luck to get their stories in the news—they earn it by building trust and delivering value over time.

Reporters trust the people who make their jobs easier. If you can be that person, you won’t just get more coverage—you’ll build relationships that pay off for years to come.