Master Class #127: Building Relationships, Not Just Pitch Lists
Great media coverage doesn’t start with a press release—it starts with a relationship. The most successful PR professionals know that journalists are valued partners in storytelling. When you build genuine connections, your outreach moves from “cold pitch” to “trusted source.”
Strong relationships with reporters pay off when it matters most—during crises, launches, or complex stories that require nuance and trust.
How to build better relationships with journalists:
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Do your homework: Know what a reporter covers, how they write, and what they’ve written recently before you pitch.
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Be helpful, not transactional: Share background info, data, or context—even when it doesn’t directly benefit your organization.
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Respect deadlines: Respond quickly and concisely. Reliability earns repeat calls.
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Stay visible between stories: Comment on their work, share articles, and keep in touch even when you’re not pitching.
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Be honest: Transparency and accuracy go further than the most polished pitch.
When you treat journalists as collaborators, you build credibility that lasts long after a single story runs.
At Jaffe Communications, we’ve spent years cultivating relationships built on trust, respect, and real collaboration. If your organization is ready to strengthen its media connections—and its message—we’re here to help.
THE NEW 60
A Jaffe Exclusive
by Andy Landorf & John Colquhoun
