Building strong relationships with journalists is a cornerstone of effective PR, but it’s often misunderstood. While some brands invest in brand journalism—creating their own content in a journalistic style—this article explores a different, equally powerful (and organic!) strategy: turning independent journalists into long-term brand advocates.
Unlike brand-produced content, journalists bring an independent voice and credibility that audiences trust. By nurturing genuine relationships, providing consistent value, and offering exclusive opportunities, brands can turn journalists into willful supporters who amplify their story. Let’s dive into the proven strategies for making this happen.
Why Journalists Make Powerful Brand Advocates
Their Influence on Public Perception
Journalists shape public opinion through years of built trust and credibility. Unlike traditional advertising, their editorial voice carries organic weight that resonates deeply with their audience.
When readers encounter a brand through journalistic coverage, they most likely view it through a lens of recognition rather than promotional intent. This perception stems from journalists’ reputation for objective analysis and their proven track record of vetting information before publication.
Mutual Benefits of Advocacy
The relationship between brands and journalist advocates operates as a two-way street. Journalists receive privileged access to breaking news, exclusive interviews, and deeper industry insights that enrich their reporting. For brands, this translates into coverage that feels natural because it comes from a genuine understanding of their value proposition.
The Difference Between Coverage and Advocacy
Standard media coverage typically revolves around press releases and one-time story features. Advocacy, however, takes this relationship to new heights.
When journalists become brand advocates, they naturally integrate the organization into broader industry discussions, proactively seek expert commentary, and provide meaningful context in their stories.
This shift from isolated mentions to sustained support creates a more powerful and imprinted image on audiences.
So how exactly can we start foster a genuine relationship with journalists?
Start by building trust and credibility
1. Delivering Consistent Value
Long-term relationships with journalists thrive on providing meaningful substance. Organizations that consistently offer exclusive insights, proprietary research, or unique perspectives become trusted sources for journalists.
When a journalist needs expert commentary on industry trends, they naturally turn to sources who have proven their expertise through valuable, well-timed contributions.
2. Transparency and Honesty
Building authentic relationships requires open communication, even in challenging situations. When your brand or company can acknowledge limitations or promptly address inaccuracies, you demonstrate professional integrity that journalists appreciate.
This straightforward approach builds mutual rapport, respect and understanding that extends beyond individual stories or campaigns.
3. Respecting Journalists' Time
Understanding the demands of newsrooms is crucial for building strong media relationships. Smart organizations recognize that journalists work under tight deadlines and receive hundreds of pitches weekly.
You can help make things easier and more efficient for them by making your pitch stands out. If you want your brand’s pitch to stand out, make it targeted, granular and align with the journalist’s preferences and interests.
Ongoing Engagement: Keeping Journalists Invested
1. Personalized follow-ups
Journalists are people, not just outlets. So, when following up, make sure your message feels tailored, not generic. Reference their past work or topics they’ve covered—this shows you’re paying attention.
If you’ve worked with them before, remind them of your previous interactions to keep the conversation going naturally. By doing this, you’re not just another PR person in their inbox; you’re someone who respects their beat and their time.
2. Support their work
Journalists put a lot of effort into their stories, so why not give back? When you share their work—whether it’s on your brand’s social media, in a newsletter, or among your network—you’re showing that you value what they do.
Not only does this build goodwill, but it also reinforces the idea that you see them as a true partner. They’ll appreciate the exposure, and it can open doors for deeper, long-term collaboration.
3. Regular, Non-Intrusive Check-Ins
Staying on a journalist’s radar is important, but you don’t want to come across as a constant pitch machine. Instead, focus on light check-ins.
These could be sharing an interesting trend, providing an insightful report, or simply asking if they’re interested in a specific angle you’re working on. The goal here is to maintain a relationship without the pressure of always having a “story” to sell.
Exclusive Updates: Strengthening Relationship Building for Brand Advocacy
1. Early Access to News
Everyone loves a sneak peek, and journalists are no different. Giving them early access to news or product launches strengthens relationship building and lays the groundwork for brand advocacy.
When you provide exclusive access before the public knows, journalists feel like they’re in the inner circle, which gives them a leg up in their reporting.
This can be as simple as offering an embargoed press release or giving them early access to a product for review.
In fact, PR NewsWire reports that journalists who are given early access to stories are 60% more likely to give positive coverage, simply because it makes their job easier and adds value to their content.
2. Behind-the-Scenes Insights
Almost no one likes a hard sell, but everyone loves behind-the-scenes access. Share insider info or give a peek into your processes as it adds a layer of depth that’s often missing from standard press releases.
This could mean offering a virtual tour of your office, a behind-the-scenes look at an upcoming campaign, or sharing the “making of” a product.
Journalists appreciate this level of transparency because it’s not something they get from every brand. Just look at how brands like Lego or Red Bull use exclusive, behind-the-scenes content to keep their media relationships strong.
3. Invitations to Exclusive Events
Nothing says “we value you” like an invitation to an exclusive event. Whether it’s a private media-only webinar, a pre-launch sneak peek, or a roundtable discussion, offering journalists access to these types of events can solidify long-term relationships.
Take Apple, for example. When they host their product reveals, they don’t just invite anyone. They carefully curate a list of journalists who get the inside scoop. It’s a classic case of exclusivity driving coverage.
Exclusive Updates: Strengthening Relationship Building for Brand Advocacy
1. Know Their Interests
Journalists are bombarded with pitches all day long, so it’s critical to ensure yours stands out. A research from PR NewsWire revealed that 48% of media releases lack news value, and 68% are irrelevant to the recipients.
To avoid being part of this statistic, take the time to research the journalist’s beat and recent articles. Tailor your pitches to align with their interests and coverage areas, ensuring your outreach is relevant, timely, and meaningful.
2. Respect Their Preferred Communication Channel
Some journalists prefer email, others might respond better on X or LinkedIn. Knowing how your target journalist likes to communicate is a simple but effective way to boost your chances of a positive response.
A little research into their social media profiles or past interviews can provide insight into their preferred method of contact, and respecting that choice shows you value their time.
3. Offer More Than Self-Promotion
While you’re eager to get coverage, it’s important to provide value beyond just promoting your brand. Share helpful insights, industry trends, or data that can benefit the journalist’s work. Remember, journalists are looking for stories that resonate with their audience, not just a brand shoutout. If your pitch can help them produce a better story, they’ll be more likely to take an interest.
4. Facilitate Connections
Journalists are often looking for new voices and fresh angles. If you can introduce them to other experts or valuable sources, you’re helping them create better stories. Offering access to industry professionals or thought leaders helps build trust and strengthens your relationship with the journalist. Plus, the next time you reach out, they’ll remember that you were a resource, not just a brand looking for a favor.
Common mistakes to avoid when you're building a relationship with journalists
Even with the best intentions, some approaches can do more harm than good when you’re trying to turn journalists into your brand advocates. Here are a few common mistakes that can weaken your relationship with journalists:
Over-Pitching
Journalists receive countless emails every day. Reaching out too often—especially without a strong story—can make your messages feel like noise. Instead of frequent pitching, focus on sharing news when it truly adds value.
Being Too Transactional
A good media relationship isn’t just about getting coverage. If the only time you engage is when you need something, it can feel one-sided. Take the time to support their work, share their articles, and build a connection beyond your brand’s agenda.
Ignoring Their Preferences
Some journalists prefer email, while others are more responsive on social media. If they’ve indicated how they like to be contacted, following their preferences shows respect for their time and workflow.
Lack of Preparation
A generic pitch, let alone with no relevance to their beat is easy to overlook. Journalists appreciate thoughtful outreach that reflects an understanding of their work. Before reaching out, take the time to personalize your message and highlight why your story fits their audience.
Over-Promising and Under-Delivering
Offering exclusives you can’t follow through on or making big claims without solid backing can damage trust. It’s always better to set clear expectations and deliver exactly what you promise.
Neglecting Follow-Ups
A simple thank-you or sharing their article can go a long way in strengthening your relationship. Journalists remember brands that acknowledge their work—not just when they need coverage, but afterward as well.
Being Pushy or Demanding
ParaJournalists work on tight schedules, but they also have their own priorities. Following up is fine, but pressuring them for coverage or expecting immediate responses can feel intrusive. Giving them space while maintaining open communication helps keep the relationship positive.
Turning journalists into long-term brand advocates is a process of relationship building based on trust, consistency, and mutual respect. Brands that invest in meaningful engagement, such as offering valuable insights, respecting journalists’ time, and maintaining open communication, create stronger, lasting connections.
When done right, it leads to brand advocacy, where journalists willingly highlight your brand in meaningful ways. Over time, this foundation turns one-time coverage into ongoing support, strengthening your brand’s presence in the media landscape.
