As PR professionals, maintaining positive relationships with journalists is key. We want the best for our clients – and the best looks like high-quality coverage in high-quality and relevant publications, so that we can help build awareness among target audiences and support companies to become trusted voices in their fields.

Today’s media landscape is busy – and with no signs of slowing down. Gaining cut through is becomingly increasingly difficult and competitive.

On the flip side, journalists are on the lookout for grabbing content that works well with the news agenda – and so the relationship works both ways. However, there’s no doubt that work goes into maintaining this equilibrium.

We’ve gathered our top seven tips for talking to and interacting with journalists – taken from the horse’s mouth. Across the team, we have experience speaking to hundreds of media professionals in the world of AI and tech, health, business, finance, sustainability, innovation and beyond. Here are the rules we live by….

Things to remember when dealing with journalists:

• Make sure you address the right person – it’s simple, but this is a common error when sending out numerous emails. This is an essential first step as it shows you’ve taken the time to think before clicking send.
• Ensure your pitch is relevant – journalists receive reels of emails every day. Ask yourself: would they be interested in this? Why? Don’t just send any old press release and hope for the best. It needs to be tailored and relevant.

Sean Cope, Account Director: “Read the news. Understand not only the topics your key media targets cover but what their readers are interested in and consider how you can move the conversation on to benefit your client’s goals.”

• Think about your top line – what are you trying to convey? What are your key messages? Journalists will be flicking through their inbox at speed, looking for stories that jump out. Give yourself the best chance of coverage by sending over a grabbing headline that will make them sit up and pay attention.

Milly Gouldstone, Account Executive: “Short, sweet and strong email pitches that state the highlights of a story without too much detail are the key. You want to pique their interest just enough so that they ask for more information. Being concise and compelling is a challenge – but it’s worth taking the time to get this bit right.”

• Be personable – including short, personalised messages at the top of the email shows that you have thought about who you are contacting. And when it comes to maintaining relationships with journalists that you’ve worked with before, it is important to keep lines of communication open so that they keep you in mind when looking for specific stories down the line.

Sophia, Account Manager: “Networking and in-person interaction go a long way. Journalists receive endless streams of emails every day so but if they have a face to put to the name, that’s a good start. We meet with journalists throughout the year – over a coffee or lunch – to learn what they’re interested in covering at the moment and to show a genuine interest in their work. Being present makes all the difference.”

• Make it easy – by including as much detail as possible, without giving away key information that isn’t confirmed or hasn’t yet been agreed for release. Along with the release and the key messages, include any images or links that you may have, as well as spokesperson availability for interview.
• Consider timings – sending anything too late in the day, particularly for national journalists working to print deadlines, could mean that it gets lost in their inbox and forgotten the next day.

Bella, Senior Account Executive: “Having worked as an editor before joining Seven, I can definitely vouch for the importance of a well timed email! Unfortunately, the releases that landed in my inbox over the weekend were often lost amid the onslaught of Monday morning updates and client news. At Seven, we take a lot of time to consider the most ideal dates and times for our clients’ campaigns, strategically lining up announcements that have the best chance of landing relevant and timely coverage.”

• Be flexible and proactive – journalists are busy and pressed for time, constantly chasing deadlines. Ensure that you don’t miss out on opportunities by being as responsive and proactive as possible.

Robyn Margetts, Managing Director: “Be super responsive! Journalists are always tight on deadlines so it is important that you get back to them as soon as possible, with as much information as possible so that they remain interested in the story that you’re offering. Keeping journalists in the loop, even if you are telling them you can’t help or won’t be able to reply for an hour or so, so they know that you’re a responsible source to come to, is crucial. It’s all about maintaining positive relationships.”

Being mindful of these ways of working and building relationships over many years has helped us to land great coverage in leading titles: from national exclusives with the BBC, The Telegraph and The Times, to international titles such as Forbes and The Financial Times, and wide-reaching environmental, financial, HR and business trade publications.

Every year, we continue to meet new faces and forge new links. As with any form of communication and relationship building, showing honesty, kindness, true interest and willingness is essential. Journalists are people on the hunt for the next best piece of news that aligns with their audiences, and in such a competitive and fast-paced sector as media, making their jobs as easy and pleasant as possible is a win.