Know the Reporter Before You Need the Reporter

One of the most avoidable mistakes in public relations is waiting until you need a reporter to start building a relationship with them. If the first time they see your name is when you’re pitching a story on a deadline… you’ve already created unnecessary friction.

Strong media relationships don’t happen in a crisis, and they don’t blossom overnight. They’re built deliberately — with time, trust, and consistent communication.

Here’s why getting to know a reporter early matters, and how to do it in a way that feels natural and productive for everyone involved.

1. Familiarity builds trust — and trust drives coverage.

Reporters are more likely to open your email, take your pitch seriously, and consider your expert if they recognize your name. That recognition comes from early, low-pressure interactions — not last-minute requests.

2. You become a resource, not a transaction.

When you’re known as someone who provides accurate information, interesting ideas, and real accessibility, you move from “just another PR person” to “a helpful contact.” Reporters remember those people.

3. Your future pitches land faster.

If you’ve already taken the time to introduce yourself and share who you represent, you’ve removed the biggest barrier: the reporter wondering, “Who is this person?” That familiarity speeds everything up.

So how do you do it?

Here are simple, high-impact ways to start building the relationship today — before you have a story to pitch tomorrow.

1. Send a brief, friendly intro email.

It doesn’t have to be long. Something like:

“Hi, I’m reaching out because I represent [Client], and they’ll have some upcoming news you might be interested in. I’d love to be a resource for you moving forward.”

That’s it. Clear, helpful, and low pressure.

2. Share who you represent and what’s coming down the road.

Reporters appreciate context. If you know your client will have news in the next few months — new initiatives, major milestones, events, partnerships — letting the reporter know in advance puts you on their radar.

3. Offer a background conversation with your client.

This is one of the most underused tactics in PR.

A background interview — strictly informational, not for publication — helps the reporter understand who your client is, what they do, and how they fit into their beat. It builds rapport without the pressure of a story.

4. Provide your client’s bio and subject-matter expertise.

Subject matter experts aren’t discovered by accident.

They’re introduced strategically.

Share a short bio, topic areas they can speak on, recent wins, or upcoming initiatives. This positions your client as someone the reporter can call when they need commentary — even when you’re not actively pitching a story.

5. Keep the door open.

Once the relationship begins, keep it alive:

• Share interesting data or insights.

• Compliment a recent article.

• Send a quick note when your client has relevant expertise.

Consistency matters — and it’s remembered.

The Bottom Line

When reporters know you, trust you, and recognize your name, your pitches don’t feel cold — they feel like the continuation of an ongoing conversation. That’s where real earned media comes from.

Build the relationship now, before you need it.

Your future coverage will thank you.