Personalizing pitches, keeping it concise, and being timely are all valuable 101 tips for media relations. But what do you do when you follow this advice and come up short of a media hit?
The reality is, the “rulebook” of media relations isn’t static. It’s also anything but transactional. What “works” is constantly evolving as reporter beats shift and new publications and platforms of influence emerge. While the fundamentals are still important, it’s crucial to understand that sustainable media relationships are built on trust, relevance, and mutual value.
Take these tips, for example. While Kathryn, Josh, and I spend most of our time shaping content for PR Club, media relations will always be our first true love:
Respect the Follow-Up, and Know When to Step Back
“Following up on a pitch is part of the job, but how you do it matters just as much as (if not more than) the pitch itself. A timely follow-up that shares new information or a fresh angle can help keep your story top of mind. Generic messages like ‘just bumping this up’ rarely land and can even hurt your credibility. Equally important is knowing when to step back. If a reporter hasn’t responded after one or two thoughtful follow-ups, it’s usually time to pause. Consider reaching out to another reporter at the outlet who covers a similar beat, while continuing to follow the initial reporter’s coverage. Over time, this approach will help identify story opportunities that truly resonate.” – Kathryn O’Neil, Account Director, Racepoint Global
Deliver Value to Editors So Coverage Creates Value for the Company
“The best pitches help media deliver value to their audiences. As PR pros, we equip editors with credible peer-reviewed data, access to company spokespeople, third-party testimony, and multimedia content. Those assets tell a story about how a problem was solved, and that’s what readers and viewers need. The best part is that when those pitches are covered, the result contributes to business outcomes. The earned authority from product data and expert commentary builds credibility. That leads to the newest “holy grail” in PR: earned visibility in AI LLM search results. Give reporters the value they need for their audiences, and the ROI creates a positive impact on the bottom line.”– Joshua Mansbach, Managing Director, Disrupt PR
Be a Human First, Always
“Strong media relationships may start in your inbox, but they shouldn’t end when coverage is published. Sustainable relationships with reporters and producers are built over time through thoughtful, low-pressure touchpoints. Follow reporters on LinkedIn, pay attention to what they’re covering, and engage in a way that feels genuine. This could be a quick note congratulating them on a new role or acknowledging a beat shift. It could also be in the form of an authentic comment on their most recent post. Reading a reporter’s work and what they share on public forums is a must because these small interactions create familiarity and trust. That way, when you have a high-value source to re-engage, it will just feel like a natural extension of an existing conversation (not a cold pitch in a crowded inbox).” – Abbey Clark, PR Club Board Member and Content Lead