That is exactly why strong relationships with journalists make all the difference, not just to stay relevant. How do you ensure you’re not just one of many, but a valuable partner to the press? These five practical tips will help you lay a solid foundation for lasting media relationships.
1. Understand your medium’s landscape
It may seem obvious, but it’s still worth taking the time to analyze the publication’s format. Familiarize yourself with the themes of the medium you want to approach: what sections does it have, who is the target audience, do interviews fit the format, and is there room for editorial contributions at all? Stay curious. Tech and B2B media often focus on recurring topics such as digital transformation, AI, cybersecurity, supply chains, compliance, productivity, and regulation. By keeping these themes in mind, you can align your story accordingly making it more relevant and demonstrating that you understand the editor’s perspective.
2. Make it easy for the editor
Editorial teams are constantly making decisions, not only based on content and timeliness, but also on time, expertise, and available space. Be mindful of this and make it as easy as possible for them to assess your story. A clear subject line, a sharp angle, and concrete, distinctive information all help. The less effort it takes to evaluate your input, the greater the chance it will be picked up.
3. Translate complexity into context
Developments in tech move quickly and can be complex, which is why context is essential. What does a development mean in practice? Can you provide examples or data to support it? What are the implications for the economy or businesses? And how does this relate to current or upcoming regulations? By explaining this clearly and accessibly, you help editors build a broader, more understandable story. Nuance is also part of this: not everything is an immediate success story, so step away from a purely commercial perspective. That balance makes your contribution more valuable.
4. Be clear and reliable
News moves fast, and journalists need to act quickly. Be clear about spokesperson availability and think along in solutions even when something isn’t immediately possible. Stay accessible, also when the news is less positive, and be transparent if perspectives differ after an interview. By remaining factual and respectful, and by respecting editorial independence, you build long-term trust.
5. Invest in the relationship, not just the moment
Strong media relationships aren’t built with a single press release. They require attention, consistency, and genuine interest in the other person. Send a thank-you note after publication, share relevant tips, or contribute ideas for future topics without expecting anything in return. These small interactions help you stay visible and nurture a lasting relationship.
Keep building trust
Strong media relationships aren’t defined by what you share, but by how you collaborate with enthusiasm and a constructive mindset. So don’t just invest in your message, invest in the relationship. Because ultimately, visibility always starts with trust.
Lianne van Dijk
Lianne van Dijk is a PR Consultant at Progress Communications, where she helps technology companies tell their story and communicate effectively to media and other stakeholders. Translating complex IT and innovation topics into clear, compelling narratives that resonate with the target audience is what energizes her. With a combination of strategic thinking and a hands-on approach, she has been a trusted sparring partner for many years, knowing how to build and maintain visibility.