From Pitch to Partnership: Fostering Genuine Connections in PR and Journalism
Published on Nov. 19, 2024 at 12:01 p.m.
By Braden Barksdale
Forming strong relationships with journalists is a necessity for public relations professionals. Without a cohesive relationship, journalists would scramble to find content and PR professionals would disappoint their clients. The two jobs need each other to thrive. Starting off on the right foot is a key part of a strong relationship with a journalist as a PR professional.
Establishing relationships with journalists is easier than it sounds. According to David Hawkins, founder and CEO at MY PR Lab, both journalists and publicists are storytellers who love the news and people. Hawkins said the first thing he does when wanting to pitch a journalist is reach out to them via email.
“I do this all the time, and it works more often than not. I begin the email with a ‘Hi, my name is David. We haven’t worked together yet, but I am hoping to change that with this pitch. I have researched your work, and I think you would be a great fit for this pitch,’” said Hawkins.
After those beginning lines in the email, Hawkins includes a link or reference to the work he researched. He says that referencing the article you read will link a connection between the one you are about to pitch him and the one already picked up.
“When you do this in your email, you are showing the journalist that you did your research,” Hawkins explained. “You are not wasting their time. You are basically saying, “Don’t worry, you don’t know me. I am coming out of the blue, but I know you and I know your work.’”
Showing a journalist you know their outlet and their work early on in the relationship plants a seed of future collaboration. Researching and following the journalist’s work are effective ways to start the relationship.
Hawkins is native to Nashville, Tennessee, and he takes full advantage of his location. When making the decision of working with a journalist, Hawkins likes to hang out once or twice with the person without mentioning work. This allows him to explore the relationship without the pressure of work looming over their heads.
On the other hand, Christina Bosch, a publicist at King Publicity in New York, said that this physical distance makes it harder for her to be involved in the country music scene because she is not located directly in Nashville. Despite the geographical difference, Bosch remains successful and relevant.
“Even though I live in New York, I still stay in touch through social media,” Bosch said. “That’s the way I meet a lot of new people. We just reach out to each other on Instagram and become friends. Being a friend to people is one of the best ways to start relationships in this industry. Building rapport through friendship will go a long way.”
Reaching out through social media is how Eryn Cooper and Bosch’s friendship began. Cooper is a radio show host for the Grand Ole Opry WSM Radio. She has her own show titled, “On Air with Eryn.” Bosch found Cooper on social media and reached out to her. The two quickly formed a relationship, and now Bosch pitches her clients to Cooper.
“Cooper is genuine, and that is what makes me want to work with her. I know she will help me just like I would help her. I apprehend Cooper’s and the Opry’s focus, so I understand what to pitch her. This way you aren’t wasting your time or the journalist’s time. Find out what journalists like and make them want to work with you.”
After the relationship has been established, the next thing is to introduce trust and continue building that relationship.
Cooper provides a viewpoint from the journalism aspect of the relationship between a publicist and a journalist. She noted that bringing enthusiasm to her job every day is a huge part of her success.
“I made my passion my job. My personal brand is professional fangirl. I am not afraid to bring passion and enthusiasm to my job. People want to work with me because I show up and work very hard every day with a great attitude,” Cooper explained.
Part of Cooper’s philosophy is to just be a great person and people will want to foster that relationship. Respect and energy are at the top of her list when it comes to forming relationships with publicists. Treating everyone in the room like they are the most important person creates a feeling of belonging. It is these ideals that have allowed Cooper to form strong friendships with both Bosch and Michael outside of work.
Bosch’s outlook on relationships is very similar to Cooper’s but just from the PR viewpoint. She reiterated how important it is to be honest and genuine.
“Care about people as people, not what they can offer you,” Bosch advised. “There are some people in this industry who only care about what you offer them. If you can no longer give them anything, they don’t want anything to do with you. Strong relationships will want to help you in any way they can.”
When nurturing a relationship with a journalist, it is important to remember that authenticity and kindness can make a difference in the cohesion of the relationship.
Hawkins mentioned one question he loves to ask the journalists that he pitches: “What can I do to make your day easier?” Establishing this kind of relationship with a journalist lets them know you are there for them. “It lets them know that you care,” Hawkins said.
After that question is asked, the PR professional is then able to know exactly what the journalist needs from them. This cohesive relationship makes each job easier.
Other questions Hawkins said are important are, “What did you like about this pitch? What didn’t you like?”
This query shows the media contact the publicist is willing to accept critique and move forward. The journalist wants to know you listened to them.
“When the media knows you have listened to them, it is a great way to have a better and deeper trusting relationship,” said Hawkins.
While these two industries may seem completely different, journalism and public relations share a common goal: presenting information to the public. Both rely heavily on media relations (i.e., each other) to accomplish their jobs.
By constructing strong relationships with one another, these professionals can support each other’s goals, creating a collaborative environment where both can thrive and accomplish more than they could alone.
