Media Relationship Building
When the story breaks, journalists call people they know.
Pressure addressed: psychological, cultural
Time: Months to years of relationship building
People: Community media liaisons
Resources: Time for relationship building, some communications capacity
About this tool
Media coverage doesn't happen by accident. Journalists have contact lists. When a story breaks, they call the people they know. If they don't know you, they call someone else, often someone who'll misrepresent your community.
How to do it
Identify relevant journalists
Who covers your community? Your issues? Your area? Make a list.
Reach out without asking
Introduce yourself. Offer to be a resource. Don't start by asking for coverage.
Be genuinely useful
Send information they might find interesting. Connect them with sources. Help them understand context. Add value.
Be reliable
Return calls quickly. Meet deadlines. Be quotable. Never burn a journalist.
Maintain over time
Relationships need maintenance. Stay in touch. Update your contact list as journalists move.
Before you start
- Communications capacity
- Reliable spokespeople
Implementation guidance
Starting point
- Relationships with journalists covering your issues
- Known as reliable, quotable source
- Journalists call you when stories break
- Consistent positive coverage over time
- Relationships survive staff turnover (organisation known, not just individuals)
Building on it
- Some journalist relationships established
- Occasional media contact
- Beginning to be known as a source
Advanced practice
- No journalist relationships
- Only contact is asking for coverage
- Unreliable when journalists do call
No relationships means no voice when stories break. Only contacting journalists when you want something burns any potential relationship. Being unreliable (slow, misquoted, unavailable) means journalists stop calling and tell their colleagues not to bother.
Examples
Effective advocacy organisations
Long-term media relationship building
Consistent access to journalists, community voice in coverage when stories break