Building relationships with journalists
Ideas for making genuine connections that work in 2025
We’re living in an increasingly online world but that human connection is still so important - perhaps more so than ever as AI takes over. If you can form a relationship with the journalists and editors you’re pitching to, however small, it can make a real difference to how likely they are to open and respond to your pitch.
But how are you meant to make these connections? Back in the day (aka any time before about five years ago), it was standard practice for a PR to ask a journalist out for lunch - or for a freelance journalist to ask an editor out for a coffee - and be guaranteed 30 to 60 minutes of their time to pick their brains, pitch ideas and, most importantly, make a connection that would last going forward.
But things have changed a lot in the past few years. With more and more people working remotely and journalists busier than ever before, it’s become harder and harder for journalists to take time out of their day for anything that isn’t guaranteed to generate a strong story.
And with so many recent media industry redundancies, it feels like more people have moved into PR and fewer are staying in journalism - which means there are more people vying for every journalist’s time and attention. In other words: lunch has become competitive.
Is the PR lunch dead? I don’t think it is entirely. In fact, I had a really useful lunch meeting just last week, albeit with a trusted contact who I first met (at a PR lunch) back in 2020 and who I have worked with several times since.
But when it comes to forming new connections with journalists in 2025, you might need to think a bit more creatively.
Here are some suggestions for forming meaningful relationships based on what’s been working for me recently:
Connect on socials…
It may be harder than ever to meet people face-to-face but it’s easier than ever to get to know a bit about someone online.
I don’t mean you should be obsessively following the every online move of the journalists you’re pitching to, although I do recommend checking out their public/professional social media accounts before pitching to them (this is why).
But if you follow accounts of journalists who cover the topics you’re pitching about, the chances are you may find their posts genuinely interesting - and the journalist is just as likely to want to follow you to stay up-to-date with what’s going on in their field.
I’ve ended up doing quite a lot of stories with people I’ve met on Instagram, for example, who I follow because they post about women’s health or maternity issues (key areas I cover) and they follow me because I share news and analysis about this subject. Like with IRL relationships, it has to work both ways.
…But don’t slide into their DMs
Some journalists welcome being messaged via social media, but if they do, it will be really obvious from their bio (e.g. it’ll say something like: “DMs open for pitches”).
For the rest of us, it can feel intrusive - and annoying - to get multiple unsolicited DMs from people you’ve never met.
It’s also just not as efficient as email. Personally, I don’t get offended when someone contacts me via Instagram or LinkedIn - unless they’re being rude, aggressive or demanding a response. But I do often forget about those pitches as I don’t monitor my DMs in the same way I check my work emails. If you’re pitching, it’s best to send an email.
But if you can start your pitch with: “I follow you on [Insta/LinkedIn/X/etc] and found your post about [XXX] really interesting. I wonder if you’d be interested in a story about [something related]…”, not only demonstrates that human connection but also shows that you’ve tailored your pitch to the journalist (which we love).
But don’t be superficial and just say you “loved” our latest article/post to flatter our egos… We can tell!
Offer a story opportunity
One effective way to get journalists away from their desks is to offer them an opportunity to get hold of a genuine news story (ideally one that’s exclusive to them), which also happens to involve meeting you/your client.
This can be anything, as long as it generates a strong news story or feature content. Invites that have got me along to a face-to-face event have included:
A behind-the-scenes tour of somewhere the public doesn’t normally see but want to know more about, like a food factory or hospital.
A conference where leading experts in their field are presenting new research, which is relevant to readers’ lives.
The launch of a topical report with exclusive new stats (and interesting speakers) - again, has to be relevant to my audience.
A demonstration of a new product or technology that will have implications for readers’ lives.
What doesn’t usually work, are invites like:
A chance to meet and interview your new CEO - about what? There has to also be a story if you’re offering an interview (unless you’re offering an exclusive chat with the Health Secretary, in which case I’m there).
“Come to the launch event for our product/campaign” when it has already been previewed in the press - there’s unlikely to be anything new to report from this.
Invites to breakfast/late drinks based in London (or your local capital city!) without checking whether that’s convenient - lots of journalists work remotely now and can get annoyed by the blanket assumption we’re all based within an easy commute of the capital.
Pay for their time
This is a little more left field, but if there’s a key journalist you are trying to target with pitches and you really want to get a deeper understand of exactly how they work and what they need, you can always if they’re up for doing a paid consultation.
This isn’t always possible: some staff journalists (those employed directly by news publications) are prohibited from doing this kind of work. But others, including freelance journalists writing for your target publications, can offer media consultancy.
Consultancy can range from a team training session hosted by a journalist, to getting feedback on a press release or having an informal video call to chat about story ideas. It can be a great way to get a journalist’s undivided attention and their thoughts on how you should shape your ideas. I offer all these types of consultancy services (*shameless plug*).
What it doesn’t mean is that the journalist will then cover your story.
You’re paying for their insights to help you perfect your pitch, but you’re not buying coverage - you’ll need to take out an ad if you want that! Many journalists (myself included) typically won’t write the stories they’ve consulted on, to maintain independence.
But those insights - and that personal connection - can be invaluable in the future.
Inspired to start building relationships and pitching to journalists? Check out these Get Featured guides to help you get started:
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