8 Ways to Be a Journalist’s Favorite PR ContactRachael Hesling

The love-hate relationship between journalists and PR professionals is a hot topic in today’s media industry, and it’s not difficult to see why. The number of PR pros far outweighs the number of journalists out there, and with so many PR specialists vying for a limited amount of attention and article space, things are bound to feel a little strained. In addition, far too many PR pros do not follow best pitching or relationship-building practices, leaving journalists frustrated and overwhelmed rather than engaged.

So how can you make yourself into a PR professional that journalists love instead of one they can’t stand? These eight tips can help.

Ask Journalists about Their Current ProjectsTaking the initiative can be a great way to put yourself on a journalist’s “favorite contact” list. Asking what they have on their desk before approaching them with a story helps ensure that you’re only pitching relevant material, and not doubling up on topics they’re already working on.

Follow Their Work and Know Their NicheAnother way to make sure that your pitched stories are relevant to journalists is to have a thorough understanding both of their general areas of interest and of the specific topics they have covered recently. If you pitch a story to a reporter on a topic they covered just a couple of weeks ago, not only is the reporter highly likely to refuse your story, they’re also much more likely to put you down as someone who doesn’t do their homework, which is not a helpful reputation to have in the media world.

Be FlexibleWhile it’s naturally your main priority to pitch a story the way your clients want it told, you must recognize when some flexibility is called for. If your preferred angle doesn’t work for the publication you’re targeting, then being willing to adapt may make the difference between coverage that isn’t quite what you had hoped for and no coverage at all. A good PR pro will not only recognize this, they’ll also be effective at convincing clients that sticking to their guns when it comes to story topics is not always the most useful policy.

Tell Journalists the Truth about Your ClientsPR pros have to walk a fine line between satisfying their clients and making the media happy. However, it’s important not to let the desire to please both sides prevent you from being candid and upfront with journalists about your clients. In an interview, reporters will know right away if your client isn’t the right fit for the story that you pitched, or if he or she is well-prepared to talk about some subjects but not about others. A heads-up to journalists about issues like these will be greatly appreciated, as it avoids wasting time and ensures that everyone is on the same page.

Be Considerate of Reporters’ TimeWhen pitching a story, good timing can be just as important as appropriate content. Remember that journalists are usually on very specific schedules and working within tight deadlines. Choose times to call when they aren’t likely to be busy or frantically trying to file a story; they’ll appreciate the consideration and will likely have more time to offer you.

Take No for an AnswerIt might sound counterintuitive, but being overly pushy is not a helpful quality in a PR pro. Journalists do not appreciate PR people who won’t drop a pitch; remember that reporters and editors know their readers best, and they usually have valid reasons for turning down a story. Instead of pushing, work on taking refusals graciously, and concentrate instead on finding platforms that may be a better fit for the story you’re pitching.

Don’t Just Take, GiveA great many PR pros only focus on what they want to get from journalists, but not as many think about what they have to give. And that’s a shame, because making yourself into a helpful and reliable source for correspondents is an excellent way to deepen your relationship with them. Offer to put reporters in touch with useful contacts, or help them round out details for a story that doesn’t necessarily involve your clients. You’ll find journalists turning to you more often, and they’re much more likely to be receptive the next time you have a story to pitch.

Forge an Authentic ConnectionJournalists aren’t just robots whose sole function is to create positive stories about your clients. They’re real people with real interests, both in and outside of work, who are looking for genuine connection. The best PR people understand this, and work to build long-term relationships with reporters that go beyond the basic pitch dynamic. It’s simple when you think about it: would you rather go out of your way to help an acquaintance or a friend?