If pitching is the what of PR, relationships are the how.
Too many brands approach public relations like a one-time transaction—send a pitch, cross your fins, hope for a mention. But here’s the truth: the most impactful, consistent media wins don’t come from cold emails. They come from warm relationships.
Journalists, influencers, podcasters, bloggers… they’re not content vending machines. They’re humans. They remember who makes their job easier. They remember who treats them with respect, relevance, and real connection.
That’s why today, I want to dive deep into the art (and joy!) of building real, strategic media relationships—the kind that can support your brand visibility for years to come.
Let’s put it plainly: the better your relationships, the better your results.
Media folks are under pressure. Deadlines. Noise. Tight word counts. A pitch from a stranger? Maybe. A pitch from someone they’ve engaged with, who understands their beat, and brings them useful ideas? Much more likely.
When you build relationships with journalists and influencers, you’re not just pitching—you’re collaborating.
And when they know you, like you, and trust your insight? That’s when you move from “news tip” to trusted source.
Here’s Spinner’s go-to framework for creating media relationships with authenticity, strategy, and zero sleaze.
The golden rule: Don’t wait until you have a press release to show up.
Begin by:
Following their work (read, comment, share)
Sending a quick compliment (“Loved your piece on X—great angle!”)
Engaging on social without pitching anything
This isn’t schmoozing—it’s respect. Show you value their voice before you ask them to amplify yours.
🐬 Pro tip: Set up Google Alerts for key journalists or influencers you admire. That way, you can stay current and relevant when engaging.
A relationship is built on relevance.
Before pitching or DMing anyone, ask:
What topics do they actually cover?
Who is their audience?
What type of stories or formats do they use?
If you pitch a retail story to a B2B tech reporter, it won’t just fall flat—it’ll hurt your chances long term.
Spinner says: “Media matchmaking is real. If the story doesn’t fit their beat, it won’t float.”
Want to really stand out? Be the one who makes their job easier.
Try:
Offering exclusive access to something timely
Providing a quote or insight for a story they’re already working on
Sending helpful data, visuals, or trends (even if it’s not about your brand)
Sometimes, being a helpful source first leads to your own story later.
News flash: “Follow up” doesn’t mean “nag.” It means respectfully reconnecting.
If you’ve sent a pitch or intro and haven’t heard back:
Wait 3–5 business days
Send a short, polite check-in
Reiterate why this matters to their audience—not just to you
Example: “Hi [First Name], just wanted to make sure this didn’t slip past your radar—given your recent coverage on [Topic], thought this story might be a great fit. Happy to provide additional quotes or assets!”
No guilt. No begging. Just gentle professionalism.
This is the part most people forget—and it’s where long-term relationships are born.
If someone covers your brand:
Thank them—genuinely
Share their story across your channels and tag them
Stay in their orbit: comment on future stories, send a holiday note, or drop a relevant tip later
Journalists and influencers remember who closes the loop. Be that dolphin.
Working with influencers (especially micro-influencers) is often more casual, but the rules still apply:
Engage before you ask
Know their audience and tone
Respect their process (and rates, if applicable)
Be human, not transactional
Influencer relationships can turn into long-term partnerships, not just one-off posts, when handled with care and clarity.
At EBODA, we don’t just blast your story out and hope. We help you connect—with the right people, in the right way, at the right time.
Our team helps you:
Build a media target list tailored to your audience and industry
Craft personalized outreach that earns attention (and respect)
Develop follow-up systems that turn cold intros into warm relationships
Position you as a trusted source—not just another pitch
Small businesses deserve big-league PR tactics—and relationship-building is one of the most cost-effective, compounding strategies in the game.
Spinner – Because the best stories start with real connections. 🐬
Let’s move beyond cold pitches and into real visibility.
Book a PR Deep Dive Call with me today, and we’ll map out your media relationship strategy—from who to target, what to say, and how to become the go-to voice in your industry.
Spinner is a PR Maven, Visibility Strategist, and the Dolphin Who Knows the News. Spinner knows how to get the right people talking. A master of earned media, press positioning, and thought leadership placement, she ensures your brand shows up in headlines—not just hashtags. With her graceful spin and media savvy, Spinner elevates visibility and credibility where it counts.
EBODA.digital is a modern marketing consultancy designed for today’s fast-moving business landscape. We help small and mid-sized businesses cut through the noise and connect meaningfully with their audiences—through data-integrated platforms, brand storytelling, and marketing automation strategies that work. Our LIGHTHOUSE product family provides accessible, expert-level digital marketing services tailored for growth-minded entrepreneurs and lean teams who need sophistication without the enterprise price tag. We believe in execution with integrity, creativity with purpose, and technology that empowers—not overwhelms.