How To Develop Relationships with Reporters

As a professional coach, positive media coverage is a great way to spread awareness of your coaching business. Media visibility can come in various forms, from online outlets to traditional print, podcasts, and more. Establishing a positive relationship with a reporter can help secure the kind of media attention you seek and position you as a thought leader in your area of focus.

To gain favorable media attention, foster positive relationships. As with any successful relationship, building one with a reporter requires open communication, trust, and time. But most important, it requires effort and care.

Reporters have a constant flow of pitches, press releases, and requests flooding their inboxes and social channels, making it challenging for any single message to grab their attention. However, if you build a solid rapport with a reporter, your message is more likely to be noticed and your request to be acknowledged.

Building this connection with a reporter can be daunting, especially if it is new for you, but here are a few guidelines to help you build a successful relationship with a working journalist:

Do Your Research

Before reaching out to a reporter, it is important to research the types of stories they cover to determine whether your values and coaching business align with their interests and focus. The best way to identify reporters who may have an interest in your subject matter and perspectives is by reading widely across multiple news outlets relevant to your specialization, following reporters on social media, actively reading their current and previous work, and setting up Google alerts with keywords representing your coaching business to flag relevant reporters.

Engage

After you’ve identified reporters who cover topics related to your coaching focus, engaging with them personally can go a long way to building their interest. If you notice a reporter has published a story that resonates with you, contact them. Note a key point or two that stood out to you and send the reporter a brief email telling them how much you appreciated their work.

If the article is on a topic you have expertise in, you also can offer yourself as an expert source for future stories. When doing so, be clear about your expertise and credentials and the value you can offer to the reporter’s audience. And position the outreach as a service to them. “If you ever consider future stories on this topic, I hope you will feel free to call on me as a resource for research, insight, and first-hand perspective.” This is far more favorable positioning than, “Please include me in future stories.” That kind of self-promotion is a turn off.

Social media provides additional ways to engage with a reporter by interacting with their posts, or sharing their articles and your thoughts about their stories. When doing so, be sure to tag the reporter.

You may not get a response every time, but nurturing relationships with reporters will help build trust and make them more likely to recognize you in the future if you contact them with a story pitch. They might even contact you as a potential source!

Follow Up

If you have shared a story idea with a reporter, following up is crucial to get on their radar amid their busy schedules, but it’s important not to be pushy. Wait a few days before following up on your original email. Avoid messaging the reporter daily, as this can damage your relationship. When following up with reporters, maintain a friendly tone, referencing your previous email to inquire about the status of your last message. Don’t email saying, “Did you get my email?” They get thousands daily. Be productive and courteous. “I hope you found my email helpful. If research studies on this topic would be useful, I can provide recent studies by the International Coaching Federation.” If interested, they’ll likely provide a quick update on their workload status and if they are available to collaborate. If a reporter is unable to work with you at this time, kindly thank them and remind them you are available as a source. Acknowledging a reporter’s response is important, even if they cannot work with you now. This will help you maintain a positive relationship and open the door for future collaboration.

Building Relationships With Reporters Takes Time

Building any relationship takes time, but the benefits are well worth the effort. Developing a relationship with a reporter allows you to establish yourself as a thought leader, enhance your visibility, and establish meaningful connections in your coaching business. Over time, these connections can prove invaluable in consistently securing media coverage, further elevating your coaching business.