In an ever-evolving media landscape, the relationship between public relations professionals and journalists remains a critical factor in getting your stories noticed. In a recent conversation between Director of PR and Media Bess Ellenson and Chief Growth Officer Liz Sheets, they shared valuable insights on how PR professionals can become indispensable resources for journalists.

Here are some key takeaways from the conversation:

Targeted Research is Key

One of the fundamental principles emphasized by Bess and Liz is the importance of research. Before pitching a story to a journalist, it’s essential to ensure that it aligns with their beat and interests. Journalists receive numerous pitches daily, so taking the time to tailor your pitch to their preferences significantly increases your chances of success.

Provide Resources Upfront

Prioritizing upfront resource provision is crucial when working with journalists. Rather than engaging in a back-and-forth email exchange, offer everything they might need from the get-go. This includes having experts ready for interviews, comprehensive facts, video content, images, and any other relevant assets. By making their job easier, you’re more likely to capture their attention and secure coverage.

Building Relationships Matters

Building long-term relationships with journalists is a game-changer. Cultivate genuine connections, not just transactional interactions. Show your appreciation for their work and respect their time. A well-established rapport can lead to ongoing collaboration and trust, making journalists more inclined to turn to you as a trusted source.

Adapt to Changing Newsrooms

As newsrooms continue to evolve, PR professionals must adapt to these changes. Stay updated on the latest trends and technologies in journalism. Be open to new platforms and formats, such as podcasts and social media, as potential avenues for pitching stories.

Collaboration is Key

The conversation between Bess and Liz highlights the symbiotic relationship between PR professionals and journalists. By understanding and meeting the needs of journalists, PR experts can provide valuable content, and in return, journalists can offer exposure and credibility to their clients or organizations.

In conclusion, the evolving media landscape requires PR professionals to be proactive, adaptable, and highly attuned to the needs of journalists. Remember, it’s not just about pitching stories; it’s about building lasting connections and delivering value to the media professionals who bring our stories to the world.

Ready to put these expert PR tips into action? We’re here to help you succeed! Reach out to us with your PR needs, and let’s kickstart your journey to amplifying your media coverage. Contact us today today to get started!

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