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In today’s fast-paced media landscape, effective communication with members of the media is essential for businesses and organizations. Whether you’re looking to promote a new product, respond to a crisis or establish thought leadership in your industry, knowing how to communicate with journalists and reporters is key.
However, many businesses struggle with this task, unsure of the best methods to use or how to build strong relationships with the press. Below, 10 members of Forbes Communications Council share their preferred methods of communicating with the media and explain why these strategies are so crucial for successful media relations.
1. However The Reporter Wants To Communicate
While email is my primary means of starting a relationship with a reporter, that relationship can move to Twitter, text or an old-fashioned phone call. I love exploring new communications tools. The most recent one that came across my radar is House of Pitch, which works like a dating app—reporters swipe right if they like your pitch. - Sarah Segal, Segal Communications
2. Via Phone First, Then In Writing
Building the relationship is key, and an introductory call to establish a strong foundation of mutual context, goals and more can add value on both sides. Then, it becomes easier to conduct interview prep and responses via email or other asynchronous methods. Since most interviews or contributions are based on technical knowledge, responding in writing reduces the chances of misinterpretation. - Kelly Grover, Cloverly
3. Face To Face
There is nothing quite like human connection. Spending time face to face is how we build relationships and establish trust. Landing a single story is great, but longevity is what we strive for, and having that face-to-face connection makes every other touch point more effective. Once you have that relationship, it puts you in a better position to share information that is helpful or interesting to the reporter. - Mickey McClay Wilson, Freeman
4. Through Proactive Outreach
Speaking to the media gives us the opportunity to address topics and pain points that matter to our customers. Instead of engaging on a granular, product-by-product basis, meaningful outreach must consist of brands proactively offering something that fuels the bigger discussions taking place that shape entire industries. This gives us the opportunity to address topics that matter to our customers. - Anthony Kennedy, ION
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
5. It Depends On The Relationship
It depends on the relationship. There are those in the media I have known and worked with for well over a decade. Texting them can be a highly effective way to start the conversation. For those with whom I have some kind of previous working relationship, I’ve also found Twitter direct messages can be a great way to cut through the noise. I then follow up with an email or a call to provide the details. - Kurt Uhlir, eXp World Holdings
6. Asynchronous Messaging
About 90% of all the communications I do are asynchronous. It is a quick and easy method and lets everyone respond when they are free. Nearly 10% of the time, I do video or in-person meetings for more complex topics, sensitive issues or if it takes more than ten asynchronous messages back and forth. This approach gives me at least ten hours back a week to do other valuable work activities. - Jonathan Shroyer, Arise Gaming
7. Any Form Of Digital Communication
Communicating digitally allows for prompt communication with the media, which is crucial in a fast-paced industry such as tech, where topics get stale quickly. It also makes it easier to provide detailed information and resources that can be easily referenced, reducing the risk of misinterpretation or errors. Plus, it improves efficiency, saving time and effort! - Brittany Garlin, Vista Social
8. Short-Term Commentary
However you choose to engage with the media, authenticity, preciseness and the succinct and clear communication of ideas are always vital. I find short-form commentary particularly effective for communicating with the media because it quickly gets to the main idea while still allowing your original perspective and voice to come through. - Kristin Russel, symplr
9. Email, Then A Follow-Up Call
Email continues to be a great method of communicating with the media that helps us maintain some control over the message and content. Providing quotes and context via email gives me the opportunity to double-check our messaging prior to it being sent, and I always follow up with a phone call to ensure emails don’t get lost in the shuffle. - Victoria Zelefsky, The Menkiti Group
10. Whatever Methods Your Go-To Reporters Prefer
Learn the preferences of your go-to reporters. This approach can help foster new connections, establish relationships and facilitate media coverage. There are journalists who want to be texted and those who favor a traditional emailed press release. Some like a combo, while others direct you to the news desk. Depending on the situation and desired outcome, I may engage a platform such as Meltwater. - Jennifer Gaier, Elwyn
