I have always heard that you need to establish relationships with media reporters and journalists in order for them to pick up your press release. So far, I have not found that to be true but instead find it to be a totally unpredictable combination of factors that lead a reporter to pick up a story. In fact, often, I am not contacted for further information but find that reporters have used my press release (plus website links contained within it) to write a story. I only learn about it later through contacts or searches.
It's great that media is picking up my stories with no further info needed, but I'm wondering if anyone has found it effective to spend time cultivating relationships with reporters? Especially if you write for different industries?!
You're right, I think, that protocol has changed. Using search engines to locate articles has supplanted the editor or journalist in many cases.
Overall, I'd say it's best to cultivate all kinds of relationships, and if journalists happen to be some of them, all the better. Certainly, it's not a bad idea to curry the favor of your local newspaper(s).
I've found that it's nice to create relationships with local media - especially the small free papers. I've often had reporters ring to ask if we have a story for the upcoming edition. With larger papers I don't think it really matters - If you have a newsworthy story they'll run with it.
Establishing relationships with media
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