Getting featured by the right journalists in the right place at the right time can be a game-changer. And not just for startups. Everyone from established brand owners to personal content creators can build powerful PR credibility from these relationships.
And no, it’s not just about blasting out favorable press releases or hoping buyers will “bite”. The key thing is to build relationships with journalists who truly care about your story. That way, you’ll:
- Build credibility
- Increase reach
- Develop authority
- Maintain momentum
In this guide, we’ll run through ten tips to make sure you’re building relationships with journalists the right way.
Initial Steps to Build Relationships With Journalists
Developing powerful relationships with media outlets takes time. But step by step, brick by brick, it’s achievable, and the results are well worth the effort.
Let’s start at the top. Here are some initial steps you should be taking to find and connect with the right media journalists:
Research Journalists Covering Your Industry
Hold back on sliding into as many DMs as you can. Do your homework first. One of the best ways to do this is actually very simple: take the time to look at bylines in industry-specific outlets, blogs, and even niche newsletters that circulate in your field. Who’s covering stories like yours?
Write down the names of all those who are consistently showing an interest in your field. The great thing about this is that you don’t even need any tools. Any news website will do.
Follow Them on Social Media Platforms
News outlets are one thing. But LinkedIn and even X (formerly Twitter – yes, still relevant) are the real goldmines, especially when it comes to actually engaging with journalists.
Go back to your list and drop your soon-to-be journalist pals a follow.
To be clear: this isn’t just for access, or so you can immediately introduce yourself. It’s more about understanding what drives them and how they like to be approached. In this respect, every post is valuable research.
You can hold off on saying hi; don’t be afraid to use binoculars for a while first.
Engage With Their Content
This, sadly, is where many drop the ball. It’s not all about likes. Thoughtful comments and shares (with a quick, personal take or a highlighted quote that spoke to you) can go a long way. Trust us: journalists notice recurring names who genuinely engage with their work.
So, when the time comes and you finally summon up the courage to put a pitch on the table, you’re not a total stranger. Hopefully, they’ll recognize your name and might see you as a familiar face.
Personalize Your Pitches to Their Interests
The truth is that journalists, especially top journalists, get dozens of cold pitches a day. Don’t be a number.
You want your pitch to stand out from the crowd. How? Reference something specific. This shows respect and offers a degree of sincerity. Try something like “I loved your piece on the rise of AI startups in education and thought you might be interested in how we’re applying similar tech in mental health”, for instance.
Here’s a great real-life example:
Provide Valuable Insights or Exclusive Stories
Don’t fall into the trap of thinking you’ve got nothing “newsworthy” to offer. That next product launch may be months away. In the meantime, there’s plenty to talk about.
Journalists really love fresh data, contrarian opinions, behind-the-scenes access, and real stories with emotional impact. If you’ve got stats no one else has, or a perspective no one else is offering, that’s value.
Quick tip: One strategy that works well is offering something as an “exclusive”. This gets the engine fired up as the recipient will hopefully want to be the first to cover it. Just make sure what you’re offering is genuinely exclusive, and you’re not saying the same thing to 20 journalists!
Respect Their Time and Deadlines
Journalists are under tight deadlines. Now more than ever. So make their job easier (after all, that will get your story out sooner).
Promised to send info? Deliver it pronto. Sending long, meandering emails? Slim it down.
Not sure when to call? Ask them first.
You want them to remember you for the right reasons – and that doesn’t include being consistently unreliable. The more respectful you are of their time, the better your chances.
9 Proven Tips for Building relationships with journalists in 2025
Building relationships with journalists takes a whole lot more than a pithy DM. You’re going to need to leverage a vast array of tools and techniques if you want to pack a real punch and boost your PR strategy.
With that in mind, here are some valuable media relations tips you can use to get started on your PR campaigns:
1. Research the Journalist’s Work
You might know the name. You might know some of their articles. But how much do you really know about the journalist?
Take the time not only to read the journalist’s recent pieces (not just the headlines – the whole thing!) but also to notice what kinds of stories they write. Are they focused on startups? Data? Cultural trends? Product innovation? What really gets them fired up?
This context is invaluable. It helps you tailor your pitch to fit their style and beat. Plus, it helps you achieve that crucial thing: intentionality. You’re not blasting out pitches – you know what you’re doing and are a serious potential partner.
2. Respect Their Time
Yes, it’s worth mentioning again. Journalists are juggling overflowing inboxes just like you are, so don’t waste their time with vague intros or long-winded messages. Get to the point and stick to it.
Subject lines are a great place to start. In fact, it’s one of the most valuable tips you can learn: study the art of the subject line. Platforms like Mailchimp and HubSpot have tons of resources on this, and they’re well worth checking out.
Timing is important, too. Avoid sending emails at odd hours or following up repeatedly without offering anything new. Otherwise, you risk coming off pushy.
3. Offer Exclusive Content
Studies show that a majority of consumers (71%, to be precise) are more loyal to brands that offer exclusive content. Okay, that’s in B2C marketing, but the principle remains the same when trying to build relationships with journalists or other connections.
And the key word is “loyal”. Media outlets aren’t just more likely to bite, but also more likely to stick by you if you’re offering something they can’t get anywhere else. That could be:
- Early access to a product
- An embargoed announcement
- Proprietary data
- An interview with a key executive
Or any number of things. Just make sure you’re transparent and follow through on what you offer!
4. Provide Valuable Insights
Think like a journalist: “Why should my readers care?”
If your pitch only talks about your product or brand, it could come off as purely self-serving. You might be ignored.
What to do instead? Try sharing interesting insights from your customer base, or internal trends you’ve spotted. Perhaps you’ve collected data that ties into a bigger narrative the journalist in question enjoys exploring.
Whatever it is, you should be aiming to help them write a richer, fuller story – the one they want to write and one that resonates with their audience – not just asking them to advertise your product or service for nothing.
5. Be Concise and Clear
Golden rule time: less is more. Whenever possible, keep your emails slim, under 200 words long. Kick things off with a sharp subject line, a one-sentence hook, and preferably a key takeaway.
Format matters, too. Bullet points, for example, are a proven way to grab attention on key data points. But not just any bullet points; research suggests that symmetrical bullet points (ones that are a similar length) work even better.
See this example:
- Use a succinct subject line
- Kick things off with a hook
Vs.
- Use a succinct subject line
- Introduce your email with an effective hook that grabs the reader’s attention and tells them why they should care.
Which do you find easier to read? Exactly.
6. Build a Genuine Rapport
Relationships are earned, not asked for. Comment on their articles (when you have something thoughtful to add), share their work, and occasionally send over helpful info, even if it’s not about you. When they see your name in their inbox, it should feel familiar, not opportunistic. Over time, this kind of consistency turns you into a trusted source worth listening to.
7. Follow Up Strategically
There’s a much-talked-about art to the follow-up. Opinions vary. What doesn’t vary is the opinion that follow ups should not be spammy.
In general, experts agree that waiting 3–5 business days after your initial pitch, then sending a short and respectful nudge is about right. No reply? Either move on or revisit the pitch with a stronger angle in the future.
Here’s a handy tutorial:
Expert tip: Never simply ask “Did you see this?” Always add a little something, perhaps a new data point or a relevant news hook to remind the journalist why your pitch is worth pursuing.
8. Utilize Social Media Wisely
When you’re connecting with a potential partner or specialist, what’s the first thing you do? You probably either go to their website or check out their social media. So, assume journalists are doing the same. Standing out on social media is therefore a valuable in-road.
Before engaging, they’ll often give your X or LinkedIn profile the once-over. So it’s crucial to use socials to to show your expertise, not just to promote yourself.
Take part in relevant conversations and show an interest, but don’t overdo it. Don’t, for example, comment on every post or tag them in everything you see. You want to slowly build up an impression of a clued-in individual/business, not “overload the server” with junk.
9. Keep Them Updated With Relevant News
Even if you’re not making a major announcement, small updates can still matter. Journalist connections may be interested in:
- A funding round
- A product milestone
- A new partnership
- A unique customer story
Keep updates short and relevant, and always remember: quality over quantity!
The Bottom Line
The truth is, inboxes are only getting noisier. Almost half of journalists receive over 100 each and every day. Most of which end up in the trash. Relationships are your edge.
But building relationships with journalists isn’t a quick win – it’s a long game. If you take the time to really hone your craft and perfect your communications, you could be in with a chance to transform your brand visibility for good.
Frequently Asked Questions
How Do I Find the Right Journalists to Connect With?
You should start with relevant publications. The first step is to draw up a list of publications your target audience actually reads and dig into bylines. Who, in short, is writing the right articles?
Here’s a tip: use tools like Muck Rack and Google News to search by topic and find relevant authors. You don’t need to spend hours trawling through every headline. Then, head over to LinkedIn or X – this will help confirm whether those authors are still covering the right topics.
Don’t get blinded by “star status” journalists; focus on journalists covering your industry, market, and company size.
Should I Reach Out via Email or Social Media?
That’s a good question, and one that many business owners and managers fiercely debate. There’s a time and a place for both.
In general, email is still considered the gold standard. Why? Well, email is more formal, so it’s where journalists expect to be pitched to. Plus, it gives them a searchable record, which is really handy. Some evidence shows a huge 82% of journalists prefer being contacted by email!
That’s not to say socials don’t have their place. A like, comment, or DM can be a good warm-up before you pitch. Just be sure to avoid making a public pitch.
How Often Is Too Often to Follow Up With a Journalist?
There’s no science to following up, per se; it’s an art. It varies on the person, but the general consensus is that following up once after 3-5 business days is appropriate. Sooner than that could come off as pushy.
Salespeople would advise following up at least half a dozen more times, but we strongly recommend against that. You’re not a salesperson (at least, you don’t want to come off as one!) You’re offering an exclusive piece of genuine value. If the recipient isn’t interested after one follow up, move on.
Remember, no response isn’t always a “no” – sometimes it’s just a “not now.”
What Makes a Journalist Want to Respond to Me?
In three words: relevance, clarity, credibility. If what you’re offering is genuinely interesting and you have the authority to back things up, journalists will be hooked. If not, you may have to rethink your approach.
Speaking of credibility, as you can see, one of the best established ways to stand out and show you’ve done your homework is to mention one of the journalist’s recent articles. Trust us, this can go a long way.
Can I Build Relationships Without Having News to Pitch?
Yes. More than that: you absolutely should. Ever had one of those acquaintances who only ever calls you when they need something? Do you really call them a friend? Probably not.
It’s the same principle here. It’s important to build the foundations with genuine connection – engaging with the journalist’s content, sharing insightful tips, sending quick little “congrats” messages – before you ask for something in return. This kind of goodwill builds trust over time.
Remember: when the time comes to drop that lovingly-crafted pitch, you want it to come from a familiar name, not a stranger.
Is It Okay to Comment on Their Articles to Get Noticed?
Commenting isn’t just okay, it’s a best practice. However, it’s not as simple as dropping a fire emoji or a run-of-the-mill “nice work!” Bots do that. You’re not a bot.
Also, don’t make the comment self-serving. It’s best to comment something thoughtful that shows you actually ingested – and digested – the piece. You could even try and add something interesting; a related stat or a relevant resource, for instance.
A well-placed comment that adds value to the conversation can help get you on their radar.
Should I Offer Exclusives to Build Stronger Ties?
In short, yes! The power of exclusivity is well-documented in both marketing and media circles. Offering an exclusive – especially a story that has real value – is a surefire way to grab a journalist’s attention, at the very least. At best, it’s a strong foot-in-the-door. Exclusives are a proven way to build trust and rapport (even if the journalist doesn’t always take the story).
Consider offering first access to new data, a product launch, or executive insights
However, there’s a catch: it’s important – more than that, crucial – to be clear about what’s exclusive and to only offer it to one person at a time. It’s in the name!
What Kind of Value Can I Provide to a Journalist?
Many younger business owners and startup founders struggle to formulate exactly what it is they have to offer. After all, you’re not yet Apple or Nike. What can you really give a journalist they want to hear?
The answer is actually a lot! Even if you don’t realize it yet. The key is to think beyond your own brand. You may have timely data only you can provide, or inspiring customer success stories that need being told. Perhaps you work in a niche industry and can offer credible commentary on a specific industry trend. Journalists lap up all these things, and more.
Even simply referring them to another expert source can go a long way. When you become known as someone who makes their job easier, you're more likely to get coverage when the time comes.
In short: you have a lot to offer. It’s just a case of seeing the wood for the trees.
How Do I Avoid Sounding Spammy in Outreach?
An age-old question. The truth is, nearly half of all emails sent globally end up getting flagged as spam (which they probably are). People, especially professionals, are more alert than ever to the dangers and nuisance of spam marketing.
So can you make sure your pitch cuts through the noise? We can tell you in one word: personalization.
Personalization is the antidote to spam. And it’s actually far easier than you might imagine. Use the journalist’s name, reference their work, and explain why your story is relevant to their audience – not just why it’s important to you. Skip the fluff and ditch the buzzwords. Always be honest about what you’re offering.
Sure, these touches may take a little more time than a round-robin. But the rewards will speak for themselves.
Do Journalists Prefer Short or Detailed Pitches?
Nine times out of ten, short wins. According to Muck Rack’s State of Journalism survey, a conclusive 92% of journalists favor pitches under three paragraphs long (Propel gets even more specific, stating 51 to 150-word pitches get the highest response rate, if you really want to know).
Think of your media pitch like a teaser trailer, not the actual movie. Hook them in 1–2 sentences, briefly outline the angle, demonstrate value, explain why it matters now
Remember: if they want more, they’ll ask. That’s the goal of the pitch. Overloading them upfront just increases the chance they’ll hit delete.