Building Relationships with Reporters

Reporters today are deluged with requests (or “pitches”) asking them to write a story on a particular subject. They need help in the form of expert analysis, commentary and background. Offering your services as a trustworthy source—even before you have a story of your own to pitch—is the best way to initiate a positive relationship with reporters. As you contact reporters, keep these tips in mind:

• Be a resource. Start by identifying the most promising local, regional and national media outlets. If you don’t already know who covers health and health care for an outlet, call between 11 a.m. and noon to find out (most reporters are working against a deadline in the afternoon). Let them know you’re available to help with stories on a particular issue, and what your credentials are. You could also offer to take a reporter to lunch or coffee to discuss developments in your field.
• Be available. The best time for a reporter to talk may not be the best time for you. If they’re working against a deadline and need you for a quote or background information, try to be as flexible as you can.
• Be accurate and honest. Nothing you say is safely “off the record,” so don’t say anything you’re not willing to see in the final story. When you don’t know or can’t clarify something, either offer to find out and follow up, or consider pointing them to another source who can help.
• Provide insight. Help reporters by providing a new angle on a story, or by analyzing a new report or data in a way that will help distinguish their story from others’.
• Don’t inundate. Reporters receive hundreds of e-mails a day. If you’re “pitching” a story idea, give a succinct overview of why your issue is important and (ideally) new, and offer to send more information if they ask for it. Don’t include attachments unless a reporter requests them; include any essential information in the body of the email.
• Be helpful and friendly. Sometimes reporters fail to be friendly or courteous. Don’t take this behavior personally; instead say something like, “You must be very busy. I’ll do whatever I can to help you.” If you remain helpful, friendly and calm, you may win over even the toughest reporter.

For more communication tips, visit the “Resources” page of RWJFLeaders.org.