If the only time a journalist hears from you is when you want coverage, you don’t really have a relationship. You have their email address.
That distinction matters.
Good media relationships are built over time. They come from paying attention, being useful and respecting the fact that reporters have a job to do. For nonprofit public relations teams, that can make the difference between being another name in a crowded inbox and becoming someone a journalist actually wants to hear from.
Know Who You’re Talking To
Before you pitch a journalist, read their work.
Not just the bio on the publication’s website. Look at what they’ve covered lately. Pay attention to the kinds of stories they write and the sources they use. You’ll quickly figure out whether your idea belongs in their inbox.
This sounds obvious, but journalists still get plenty of pitches that have little or nothing to do with what they cover. Sending fewer, better-targeted pitches is one of the simplest ways to show that you respect their time.
And don’t limit your interaction to pitch day. Muck Rack recommends following journalists’ work and building connections outside of active pitching. If a reporter writes something relevant to your organization, read it. Share it when it makes sense. If you can connect them with a good source, even when there’s nothing in it for your nonprofit, do it.
That’s how people start remembering you.
Make Yourself Easy to Work With
Once a journalist shows interest, don’t make them chase you. Respond promptly. Have your spokesperson ready. Know what information you can provide and get it to the reporter when you say you will. If you don’t know the answer to something, say so and find out. Guessing doesn’t help anyone.
Your nonprofit public relations strategy should also account for what happens after coverage runs. Thank the reporter. Read the story. Then resist the urge to immediately send another pitch.
Relationships need room to develop.
A journalist may pass on five of your ideas and call you six months later because they remember that you know your stuff and answer your phone. That’s a far better result than treating every media interaction like a one-shot opportunity.
Strong media relationships aren’t built by collecting contacts. They’re built by becoming a contact worth keeping.
Want to strengthen your nonprofit’s media relationships? Call Orange Orchard at (865) 977-1973 or contact us to talk about a nonprofit public relations strategy built for the long haul.