The Importance of Building Relations with Journalists
In PR, there’s one golden rule that never changes: relationships matter. Especially the ones you build with journalists.
It might sound obvious, but with so much focus on coverage, metrics and the next big campaign, it’s easy to forget the basics. And this is one of them.
Yes, our job is to tell the brilliant achievements of our clients. But the people helping us bring those stories to life? Journalists. So building strong, human, respectful relationships with them isn’t a nice-to-have. It’s essential.
Relationships at every level (not just the top)
Building relationships with all journalists matters. Not just the editors, but the staff writers, junior reporters, freelancers and new starters who are shaping tomorrow’s newsrooms.
Why? Because the writers who are just starting out now could be the section editors or senior correspondents of the future. Getting to know them now - understanding what they care about, what they’re writing, and how they work - is all part of playing the long game.
It’s not about seeing journalists as stepping stones to coverage. It’s about being genuinely interested in what they do. Staying connected, even when you’re not pitching something. Saying congratulations when they move into a new role and asking what they’ll be focusing on next. That’s also a perfect time to reintroduce your client, or introduce a new one, who might be a great fit for their new beat.
We keep a close eye on journalists' moves here. Not because it’s a box to tick, but because it means we can stay helpful and relevant, and keep the relationship alive as they grow in their career.
And over time, these relationships can evolve into something even more valuable: trust. When a journalist knows you understand their beat, deadlines, and standards, they’re more likely to come to you unsolicited for expert input, client quotes, or commentary. That’s when you know the relationship is working. You’re not just pitching stories anymore; you’re being seen as a trusted resource.
Keep it human, always
There’s no magic formula here. Sometimes it’s as simple as grabbing a coffee or jumping on a call just to catch up. No hard sell, no pitch, just a chat. That’s often where the real relationship-building happens.
Because journalists are people. People with inboxes that are overflowing. So when you’re someone who shows up with thoughtfulness, clarity and a proper understanding of what they write about, that makes a difference.
Sometimes the best thing you can do is help them out with something that has nothing to do with your client. Point them towards a helpful source. Flag a trend. Share something interesting, just because. That generosity and mutual respect go a long way.
Also, be quick. Be honest. If you can’t help with a request, say so. If you need to find something out, move fast. Journalists remember the PRs who make their lives easier and those who don’t.
This job isn’t just about press releases and pitch angles. It’s about people on both sides. The stronger your relationships, the more meaningful your work becomes. And that’s when the best stories get told.