When it comes to building relationships with journalists and newsrooms, there are no hard and fast rules. I don’t have a step-by-step process for you to follow: this is really about making the time to build a rapport and relationship. As such, this isn’t unlike any other strategic relationship you’ve built as a nonprofit leader, so apply the same principles you have in the past.
However, for those of you who might be new to this, here are 3 tips for building relationships with reporters in and out of season:
1. Start with your contact list. Who have you already worked with in the past?
2. Look for journalists telling stories about organizations like yours.
3. Reach out to news directors, assignment editors where they need to be telling these kinds of stories. I’d also encourage you to avoid taking a judgemental tone here. I remember receiving emails from folks who had a decent pitch, but it was buried beneath a lot of criticism of our coverage (“you guys never report on…” for example). When building a relationship with someone, criticism isn’t the way to go (this is true in our personal lives, so I’m not sure why anyone wouldn’t think the same principle applies here!). Stick to your pitch and focus on the story you’d like to present. Stay positive: that always shines through.
One last piece of advice: don’t ignore smaller outlets (such as ethnic media stations or digital startups) who target a niche audience. While they might never admit it, sometimes the larger outlets will check out the stories being reported in the smaller ones and pick them up.