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.