Journalists

Someone asked me, "How do you create relationships with journalists?"

My answer: Read/watch/listen to their work...it doesn't take much but it's key to finding common ground and a starting point for your long term relationships.

Some even become friends.

And there's more:

1. Give Before You Ask

Become useful before you become needy.

• Share their articles with thoughtful commentary.
• Send them tips not about your company—e.g., trends or data they might find valuable.
• Introduce them to other credible sources or experts.

2. Treat Their Beat Like a Niche Community

Know what kind of stories they’re chasing, not just what they’ve published. Are they data-driven? Do they like underdog stories? Emerging trends? Make a private “journalist dossier” per contact.

3. Make Your Pitches Personal, Fast, and Relevant

Your subject line and first sentence must scream I know you, I respect your work, and this is relevant to you.

Avoid fluff—get to the point fast. Think of it like writing for Twitter X editors.

4. Don’t Just Follow—Engage

Comment on their posts with useful insights. Ask smart questions. Signal “I get your world” without fawning. If they post something funny or personal, respond like a human, not a PR bot.

5. Be Human Offline Too

Invite them to a roundtable, casual coffee, or panel—even if you’re not the star. Journalists talk to interesting people. Be one.

6. Accept the Long Game

Sometimes, they won’t cover you now—but they’ll remember you when the timing’s right. Play the long game with zero desperation.