The media world moves fast. Stories break by the minute, inboxes are packed, and attention spans are short. In that kind of environment, sending one strong pitch and hoping for the best just doesn’t cut it. The real wins come from building relationships with reporters and editors that stand the test of time.
At K2, we’ve sent thousands of press emails, landed client interviews across the country, and secured stories in major outlets. But what we’ve learned is that strong media relationships aren’t built overnight. Like any good relationship, they take time, trust, and a little effort.
Here’s how we build media partnerships that last, and how you can too.
- Lead With Value
Journalists are busy. When you’re asking for their time or attention, make it count. Your pitch should answer two questions right away: Why this reporter, and why now?
Skip the fluff. A long or confusing email is more likely to get ignored. Some of our most effective pitches are just a few words, such as “interested in talking about X?” That can be enough to start a conversation.
It’s important to know who you are pitching. Understand the reporter’s beat, what types of stories they write, and how your topic fits into their coverage. When your email clearly offers something relevant and timely, you’re much more likely to hear back. A media relationship starts by being helpful.
- Be a Resource, Not Just a Pitch
Some of our strongest media connections didn’t begin with a story pitch. They started with a helpful tip, a quick background chat, or offering a trusted expert when someone was on a deadline.
Reporters remember the people who help them do their jobs. If you can provide quick answers, connect them with credible sources, or keep them updated on trends in your space, they’ll keep coming back. When you build that kind of trust, the stories often follow.
- Respect the No and Stay in Touch
Not every pitch will be a fit, and that’s okay. How you respond matters. A simple, respectful follow-up or thank-you note keeps the door open for the future. A polite “appreciate you taking a look” goes further than you think.
Sometimes, a story that wasn’t a fit in April ends up on the front page in October. The key is to stay in touch and be consistent.
- Make Their Job Easier
When you pitch a story, do your best to make the process simple. That might mean including a quote up front, being flexible with interview times, or sending over relevant background material without being asked.
Reporters work on tight deadlines, and when you become someone they can count on to deliver accurate, timely info, that reputation sticks. The easier you are to work with, the more likely they’ll return your call next time.
- Stay Connected Even When You’re Not Pitching
Good media relationships aren’t just about getting coverage. They’re also about staying connected even when you don’t have something to promote. Share their stories on social media. Drop a quick note congratulating them on a big piece. Comment on something they wrote that resonated with you. Better yet, connect on a personal level. Grab a drink and talk about what they’re working on, what your clients are up to, and where there may be overlap. It may not lead to an immediate story, but those conversations often lay the groundwork for opportunities down the line.
Small gestures go a long way in showing you’re not just reaching out when you need something.
At K2, we approach media outreach with strategy, consistency, and collaboration. We don’t just pitch stories, we build relationships that help our clients stand out.
If you want to sharpen your media strategy or build new press connections, we’re here to help. Reach out to Allison Housley at ah@k2andcompany.com to get started.