Beyond the pitch: Building trust and respect in media relations

When I first began my career in public relations, one of the greatest lessons I learned came from my first manager: “Always treat journalists and producers with respect and consideration.”

It sounds simple, but in an industry driven by deadlines, coverage goals and constant communication, that respect is what truly sets great PR professionals apart. Being recognised as the “go-to person” for securing media coverage and arranging interviews isn’t just about persistence or having a good story, it’s about building genuine, lasting relationships with the media.

Respect the Exchange

The relationship between PR professionals and media practitioners is often described as a trade exchange. We provide story ideas, media motivations and content that can add value to their platforms. But it’s important to remember that we are not the only ones doing so. Journalists and producers receive countless pitches every day, and their time and attention are limited.

Acknowledging this reality requires us to approach every interaction with thoughtfulness and empathy. Every email, call or message should demonstrate that we understand their needs, their audiences and their working styles.

Conduct Regular Media Audits

One of the most effective ways to maintain these relationships is by conducting media audits at least every three months. This practice allows PR professionals to stay informed about what journalists expect from us how they prefer to be approached, what content resonates with their audiences, and which formats work best.

Some media professionals prefer pitches via email, while others respond better to quick WhatsApp messages. Understanding these nuances makes a huge difference. A personalised approach shows that you value their time and are willing to adapt.

Media auditing also plays a vital role in helping us understand who covers what. Knowing your media contacts and the sectors or industries they report on ensures that every pitch is relevant and well-targeted. The biggest mistake to avoid is using a blanket mail merge approach. Journalists can tell instantly when a pitch isn’t tailored to them or their beat and that can harm your professional credibility. Effective auditing helps you pitch with precision, aligning your story with the journalist’s interests and editorial needs.

Know Your Media Personally

Another key lesson is to know your media contacts as individuals, not merely as professional titles. When you take the time to understand who they are, what stories excite them and what challenges they face, you create a foundation of trust.

This trust can be invaluable when you’re struggling to secure coverage for a client. A journalist who knows and respects you is far more likely to introduce you to another contact or to give your pitch the extra consideration it deserves.

Go Beyond the KPIs

In PR, it’s easy to focus solely on client KPIs securing a set number of articles, interviews or mentions. But if we aim only to meet those targets, we risk missing opportunities to strengthen our media relationships and enhance our own professional reputations.

Exceeding expectations benefits not only the client but also you as a practitioner. It establishes your reputation as a reliable, resourceful communicator. A well-nurtured media relationship today can open doors to future opportunities you might not yet foresee.

Engage Beyond Work

The media should not only hear from you when you need coverage. Inviting them to industry events, informal gatherings or exciting client activities outside of regular work requests helps sustain those relationships. It shows that you value them as partners, not just as channels for publicity.

These interactions also allow for authentic connection an essential ingredient in any long-term professional relationship.

Final Thoughts

Maintaining strong, respectful relationships with the media is both an art and a discipline. It requires consistency, empathy and a willingness to understand that every journalist works differently.

Through experience, I’ve learned that when we take the time to truly consider our media partners their preferences, pressures and perspectives the results speak for themselves. Coverage becomes easier to secure, collaborations flow more smoothly, and both sides benefit from a relationship built on mutual respect and trust.

Rorisang Mwanda is a Marketing and Communications Professional