How do you treat a friend? With care, respect, and regular communication. The same approach applies to your media contacts.
In public relations, building relationships with journalists, editors, and media outlets is key to gaining visibility and shaping public opinion. But what happens after you’ve made those initial connections?
At NGP, the PR and Media Relations Team knows that nurturing these relationships requires ongoing attention, appreciation, and engagement. By treating media contacts like valued friends, you can keep your brand top of mind and build lasting partnerships that lead to sustained success.
Stay Engaged— Keep the Conversation Going
Building and maintaining strong media relationships is an ongoing effort, not a one-time task. While securing media coverage is important, it’s just as crucial to nurture the relationship long after your story has been published. This doesn’t mean constantly bombarding journalists with updates or pitches, but offering value when it truly matters.
Every few weeks, send your media contacts a quick message or email with an update about your brand. This could include upcoming events or interesting trends from other brands you handle that they might find useful. Journalists appreciate staying informed about the industry they cover, as it helps them prepare for future stories.
For instance, the PR and Media Relations Team at NGP travels to different cities in the Philippines, where they meet new groups of media. After the event, they maintain contact by updating them on upcoming client events in the area that may require media coverage, and expressing their excitement to reconnect with them in the future.
Regular engagement keeps you on your media contacts’ radar. Journalists are often swamped with emails and pitches, so standing out with valuable and relevant content is key.
A Little Gratitude Goes a Long Way
In a busy media world, showing appreciation can go a long way in strengthening relationships. When a journalist covers your brand, it’s important to acknowledge their time, effort, and support. Not only does this reinforce a positive connection, but it also lays the groundwork for future collaborations.
Consider sending a thoughtful gift—something that aligns with the journalist’s interests or beat. During roundtable discussions or conferences, media and bloggers are often given gift giveaways as a sign of appreciation. Additionally, at interactive events, media are commonly provided with gift vouchers to purchase items available at the event.
If your media contact is local, inviting them for coffee or lunch can help build rapport beyond just emails or phone calls, further humanizing the relationship. At NGP, the media team often does this, especially if a journalist’s birthday is approaching. This gesture not only shows gratitude but also lets them know you remember them, even when there isn’t an event to cover. It’s a great way to connect on a more personal level, strengthening the partnership.
Gratitude is often overlooked, but it’s a key element in building strong business relationships. By showing appreciation, you demonstrate that you respect the journalist’s work and time, which encourages ongoing collaboration.
Make Them Feel Special
One of the most effective ways to nurture media relationships is by offering exclusive access. When journalists feel like they’re getting an inside look at your brand or story, they’re more likely to take notice and provide valuable coverage.
Whether you’re launching a new product or hosting a special event, invite your media contacts to attend. Journalists love having access to exclusive events because it allows them to report on stories that their competitors may not have. It’s not just about offering them a peek into your brand—it’s about making them feel like they’re in the know before everyone else.
For instance, pharmaceutical brand’s events are often intimate, and the media appreciate being among the first to hear about their plans, advocacy, and more. Offering exclusive access not only fosters goodwill but also strengthens the media’s connection to your brand. The exclusivity makes them feel valued and seen, which in turn motivates them to report on your stories sooner and with more enthusiasm.
Be the Go-To Resource
To keep your media relationships strong, it’s essential to offer ongoing support. Journalists and reporters rely on trusted sources for accurate, timely, and helpful information for their stories. By positioning yourself as a go-to expert, you’ll become the first person they turn to when a relevant story arises.
Always respond promptly to media inquiries or requests for information. Additionally, share helpful materials, such as press kits, case studies, white papers, and product photos, so journalists have everything they need to write their stories. The easier you make their job, the more likely they are to cover you again in the future.
At NGP, the PR and Media Team briefs with the accounts team before events to ensure accurate information is shared with the media. They also inform the media during registration that they’re available for questions or to arrange interviews with key personalities.
This shows your willingness to help. Ongoing support and availability increase your reliability and trustworthiness in the eyes of the media. Over time, you’ll become an essential resource, ensuring you stay top of mind for future coverage opportunities.
Improve and Evolve Your Relationship
After event coverage or once a story has been seeded, the media team typically follows up to check if the press release has been published. However, to further strengthen your relationship with your media contacts, it’s essential to ask for feedback. Feedback is an invaluable tool for improving your communication and media strategies. Asking for feedback shows that you respect their opinion and are committed to strengthening your relationship. It also offers insights that can help you tailor future pitches and engagements more effectively.
For example, after a media campaign or article, you might reach out to your media contacts and ask, “We’d love to hear your thoughts on how the press release was communicated. Was the messaging clear? Is there anything we can improve for future coverage?” This feedback allows you to refine your approach and better understand what journalists appreciate. It also demonstrates your openness to constructive criticism, which fosters a more collaborative and respectful relationship over time.
All in all, building strong media relationships isn’t just a strategy—it’s the foundation of long-term success in public relations. By staying engaged, showing appreciation, offering exclusive access, providing ongoing support, and actively seeking feedback, you can create lasting connections that keep your brand front and center.
But why stop there? To truly amplify your efforts and make the most impact, partnering with a PR agency like NGP IMC brings a level of industry expertise, media connections, and strategic management that can take your media relationships—and your brand—to new heights.
Looking to take PR efforts to the next level? Contact NGP IMC today to transform media relationships into powerful, long-term success for any brand.
Portia is a PR Associate at NGP, where she executes comprehensive media relations efforts, including pitching to media outlets and supporting events to ensure successful coverage and engagement. With a strong passion for communication, Portia views writing as a powerful emotional outlet. She is deeply interested in crafting compelling narratives that resonate with audiences and deliver impactful messages.
