Beyond the Pitch: Why Being Friendly with the Media Pays Off

As a publicist, you can develop great friendships with your media contacts.

In the dynamic world of public relations, it's easy to view media relationships as purely transactional: a publicist has a pitch, a journalist needs a story. But for me, that approach misses the best part of the job. I've found that the most rewarding, effective, and frankly, fun PR work comes from fostering genuine friendliness and camaraderie with the reporters, editors, and producers I work with.

It's about being more than just a source; it's about being a partner and, dare I say, a friend.

Building a Foundation of Fun and Trust

When I reach out to a journalist, my goal isn't just to get an immediate "yes" to a story idea. It's to build a foundation that will last beyond a single press release. This starts with simple, human connection:

• Doing the Homework: I make it a point to genuinely read, watch, or listen to their work. Not just the one article I'm referencing, but their overall beat and style. This allows me to pitch relevant ideas, but also to send a quick note saying, "That piece on X was fantastic, great insight!" Authentic appreciation goes a long way.

• Being a Resource, Not Just a Pitcher: If I know a reporter is working on a story, and I have a great resource or contact that could help them—even if it's not my client—I'll share it. This selfless act establishes me as a reliable and helpful contact, not just a relentless self-promoter.

• Injecting Personality: My emails aren't boilerplate. I like to keep the tone light, professional, but definitely friendly. A quick, relevant anecdote or a personalized opening makes the interaction refreshing and reminds them there's a human being on the other end.

The Unexpected Rewards of Camaraderie

You might think being too friendly blurs the professional line, but in PR, I believe it enhances it. The benefits of building these fun, collegial relationships are enormous:

1. More Open Communication: When a journalist feels comfortable with you, they're more likely to tell you the truth. If my pitch isn't a fit, they'll often tell me why and suggest an angle that would work, rather than just hitting 'delete.' This saves us both time and energy.

2. Access and Speed: In a breaking news situation, reporters often turn to the publicists they trust and like. That existing camaraderie means they know I'll be fast, reliable, and get them the spokesperson or quote they need immediately. We move with speed and understanding because of the established trust.

3. Positive Feedback Loop: A rewarding relationship is a two-way street. Not only do I get the satisfaction of securing coverage, but I also get to celebrate the journalist's successful piece with them. That mutual respect and shared win is incredibly motivating and makes the entire process genuinely fun.

Ultimately, my job is to be the bridge between my clients and the public, and that bridge needs to be structurally sound. By prioritizing friendliness, respect, and a bit of fun, I'm not just sending emails; I'm building strong, sustainable connections that lead to better stories, more effective PR, and a far more enjoyable day-to-day work life for everyone involved.

The media isn't an obstacle course—it's a network of colleagues. And a little human warmth makes that network stronger.

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