How to Build Strong Media Relationships
A Guide for In-House PR Professionals in Nonprofits and Schools
In communications, securing media coverage is crucial to raising awareness for your school or nonprofit organization. But at the heart of every successful media placement lies one critical element: relationships. Building strong, trust-based relationships with journalists, editors, and producers can make all the difference in whether your story gets told or overlooked.
This guide will explore how in-house PR and communications professionals can foster long-lasting, genuine media relationships that lead to better coverage and help amplify your organization’s mission.
Do Your Homework: Know the Journalist and Their Beat
Before sending any pitch, it’s essential to understand who you’re reaching out to. Journalists receive countless emails daily, and to stand out, you must tailor your approach to each individual. Take the time to research their beat, listen to a podcast episode, read a recent article, and know their areas of interest.
For example, if you’re pitching a story about new education initiatives at your school, don’t send it to someone who covers business trends. According to Cision’s 2023 Global State of the Media Report, 71% of journalists reject pitches because they are irrelevant to their beat. Show that you’ve done your homework by referencing recent work and explaining how your story aligns with what they typically cover. Personalization goes a long way in earning their trust and attention.
Build Relationships Before You Need Them
One of the best ways to build a strong media relationship is by connecting before you have a pitch. Engage with journalists on social media, comment on their articles, or share their work with your audience. When engaging on social media, be respectful, thoughtful, and genuine. Avoid being overly promotional or intrusive. Showing genuine interest in their work positions you as someone who values their contributions rather than seeing them as just a means to secure coverage.
This creates rapport without asking for anything in return. So when you eventually reach out with a pitch, they’ll already know who you are, making your message more likely to be received positively.
Offer Value, Not Just Promotion
A common mistake PR professionals make is pitching stories that solely promote their organization. While media coverage can boost visibility, journalists are looking for stories that provide value to their readers. They want content that informs, educates, or inspires—not just advertises.
When crafting your pitch, focus on the bigger picture. Can you offer a trend, statistic, or unique insight about your nonprofit’s impact or your school’s innovative programs? For instance, if your school’s new education initiative has significantly increased student engagement, you could offer this as a unique insight. A study by Muck Rack found that 64% of journalists are more likely to cover a story if it includes exclusive data. By offering value beyond self-promotion, you’ll build trust with media contacts and increase the chances of your story being picked up.
Respect Their Time and Deadlines
Journalists work on tight deadlines, and respecting their time is one of the easiest ways to strengthen your media relationships. Avoid sending pitches late in the day or close to their publishing deadlines. Cision’s 2023 Global State of the Media Report shows that 61% of journalists prefer to receive pitches in the morning, with Tuesday being the most popular day for successful outreach.
If they express interest in your story, respond quickly. Delays in providing information or follow-up can damage the relationship and potentially cost you coverage. The more you respect their time, the more they’ll appreciate working with you.
Be a Reliable Source
Journalists need trustworthy, accurate information, and your role as an in-house PR professional is to ensure they have it. Always fact-check your materials, ensure your press releases are clear, and be transparent about what you can deliver.
Additionally, offer yourself as a resource beyond your immediate pitch. Let them know you’re available to provide quotes, background information, or connections to other experts in your field. Being seen as a reliable and valuable source will keep you at the top of their mind when they are working on future stories.
Follow Up Thoughtfully
Following up can be tricky, but it’s necessary. The key is to do it without becoming a nuisance. If you have not heard back after your initial pitch, give it a week or so before sending a polite follow-up. Keep it short and to the point—remind them of the original pitch, reiterate why it’s relevant, and offer to provide any additional information.
If a journalist doesn’t respond after two follow-ups, it’s best to move on rather than risk annoying them. Persistence is important, but so is knowing when to back off.
Maintain the Relationship Beyond the Story
Building strong media relationships continues even after a story is published. Continue engaging with journalists even after coverage is secured. Thank them for the feature, share it on your channels, and highlight their work to your audience.
Also, stay in touch with periodic updates or insights that might interest them—even if you don’t have a pitch. This keeps you on their radar and reinforces the relationship.
Play the Long Game
Strong media relationships are built on mutual trust, respect, and value. By doing your homework, offering genuine value, and respecting journalists’ time, you set yourself up for long-term success in securing coverage. With media trust declining (67% of global respondents believe journalists are purposely misleading people, according to Edelman’s 2023 Trust Barometer), establishing yourself as a reliable, trustworthy partner can help you cut through the noise.
Remember, these relationships take time to develop, so be patient, persistent, and professional. With the right approach, you’ll secure better media coverage and raise awareness of your nonprofit’s mission or school’s impact.