Media relations isn’t about blasting inboxes or chasing headlines; it’s about building real relationships with real people who are on deadline. Do it well, and you become a trusted resource. Do it poorly, and… well, you become the person that journalists warn each other about. But don’t worry! Here’s how to stay on the right side of the press.
The Do’s: What Good Media Relations Looks Like
DO your research
- Before you pitch, research the journalist. What do they cover? Who’s their audience? A thoughtful, relevant pitch beats a mass email every time.
DO be timely and responsive
- Journalists move fast. If they reach out, respond quickly—even if it’s just to say, “Got this and I’m working on it.” Being responsive builds trust. Being slow builds frustration.
DO tell the truth
- Credibility is currency in media relations. Stick to the facts, avoid exaggeration, and never try to spin something that can’t be spun. Once trust is gone, it’s almost impossible to get back.
DO lead with value
- The story isn’t about you, it’s about the audience. Offer:
- A fresh angle
- Compelling data
- A knowledgeable spokesperson
- Clear insight into a bigger trend
DO be clear, concise, and human
- Get to the point. Skip the buzzwords. Say what you mean in plain language. If your pitch sounds like a press release written by a robot, it’s not getting read.
DO prepare your spokespeople
- A great spokesperson knows:
- Their key messages
- How to answer tough questions
- How to speak like a person, not a brochure
DO follow up (politely)
- One thoughtful follow-up is perfectly fine. Five is not. If you haven’t heard back after one nudge, take the hint and move on.
The Don’ts: Media Relations Mistakes to Avoid
DON’T blast generic pitches
- “Dear Reporter” is a dead giveaway. Personalization isn’t extra, it’s expected.
DON’T overhype
- If everything is “groundbreaking,” nothing is. Journalists can spot fluff instantly, and overhyping is a fast track to being ignored.
DON’T be pushy
- Respect deadlines and boundaries. Cold calling, repeated follow-ups, or guilt-tripping reporters will not help your cause.
DON’T pitch everything
- Not every update is newsworthy, and that’s okay. Save your pitches for stories that actually matter.
DON’T assume anything is ‘off the record’
- Unless terms are clearly agreed upon before the conversation, assume everything you say is fair game.
Media relations isn’t about blasting inboxes or chasing headlines; it’s about building real relationships with real people who are on deadline. Do it well, and you become a trusted resource. Do it poorly, and… well, you become the person that journalists warn each other about. But don’t worry! Here’s how to stay on the right side of the press.
