In the rapidly changing world of PR, whilst many things have changed (and continue to change), one unshakable truth remains: the value of building and cultivating strong relationships with media.
Such a relationship has several key markers for success. It should be built for the long term, which means the process is a marathon, not a sprint. It must be mutually beneficial, a two-way street filled with shared value and respect. And not every interaction will lead to an immediate outcome. But perhaps most importantly – despite the fast-paced dynamics of our industry, we must always remember we are actually connecting with people – not “them” versus “us”.
As an agency we’ve put in the hard yards to build such relationships and they form the bedrock of our outreach. It’s also the basis of our council and coaching for each of our clients, helping them develop their own deeply connected long term relationships with their key media targets. Sometimes that means meeting a super tight deadline, or even providing a requested comment on an adjacent topic to help out a media friend (even if it wouldn’t normally be a top priority). In return you’ll often find a journalist more amenable to lending an ear to your story for the more we invest in them, the more we can expect in return.
It’s all about give and take. A two-way street.
If you’d like to learn more about how we can help your brand build stronger media relationships, please get it touch.
