How to Build Meaningful Relationships with Journalists, Even If You're New
Ever feel intimidated reaching out to journalists? You’re not alone. Many entrepreneurs worry they don’t have the right connections—or worse, that they’ll come across as annoying or amateurish. The truth? You don’t need to be a PR pro to start building real, respectful relationships with the media. You just need the right mindset and a few key strategies.
Journalists Are People, Not Gatekeepers
It’s easy to see journalists as distant, powerful figures behind a wall of editorial rules and inbox clutter. But behind every byline is a person—curious, busy, and constantly looking for relevant stories. Your job is to make their job easier.
Think of it like dating. You don’t lead with a proposal. You show up consistently, listen well, offer value, and build trust over time.
Why This Matters: Relationships Trump Random Pitches
Journalists remember people who help them—not those who blast generic press releases. When you build authentic connections:
Your emails actually get opened
Your stories get a second look—even if they’re not a perfect fit
You become a go-to source, not just another name in the inbox
This can turn into long-term visibility, credibility, and even unexpected media wins.
1. Do Your Homework First
Before you ever hit send, make sure you know who you’re talking to. Ask:
What do they write about?
What stories have they covered recently?
Who’s their audience?
Follow them on Twitter/X or LinkedIn. Engage with their content in genuine ways. When you pitch later, you won’t be a stranger.
2. Start by Giving, Not Asking
A great way to build goodwill? Share helpful resources or compliment a piece you loved (without faking it). Journalists get tons of requests. Few get thoughtful thank-yous.
It could be as simple as:
“Loved your recent article on [topic]. It helped me rethink how we approach [thing]. Appreciate your reporting.”
That’s it. No ask. Just appreciation. It builds familiarity and trust.
3. Be Clear, Relevant, and Respectful
When you do pitch, make it tight and tailored. Mention why you thought of them specifically, and lead with the story—not your company.
Bad: “We’d love you to cover our amazing product.”
Better: “Given your recent coverage of remote work trends, I thought you might find our new survey on digital nomad habits useful.”
Want help with crafting pitch-perfect stories? That’s where Ripple+ shines. We help you land in the right media with custom editorial features—no mass blasts, just smart placements.
4. Be a Source, Not a Salesperson
Even when your story isn’t a fit, you can still offer yourself as a future source on your area of expertise. This builds long-term value.
You might say:
“If you ever need insights on [topic], happy to be a source—no strings attached.”
Journalists love having a “bench” of go-to experts. Position yourself as one.
5. Follow Up Without Being a Pest
If you haven’t heard back after a few days, it’s okay to send a quick, polite nudge. Just don’t turn it into pressure. Something like:
“Just wanted to make sure this didn’t get buried—happy to provide more context or leave it for now if it’s not a fit.”
And if they never respond? It’s okay. Move on with grace and revisit later with a stronger story.
Relationships Take Time—But They’re Worth It
Like any relationship, trust with journalists builds over months, not minutes. But once you’re in their mental Rolodex, the opportunities can snowball.
Want help opening doors with journalists who actually want to hear from you? Our Ripple+ and Wave360 services are designed to do just that—matching your message to the right outlets and helping you build credibility along the way.
Let’s help you go from “unknown sender” to trusted source.
👉 Learn more about OlaPR or reach out for a consult today.