Here's how you can foster strong relationships with media outlets as an executive.

Media research is important in PR. You gotta check out different outlets, journalists, and editors to see who’s into the stuff you’re all about - and what's new! Keep tabs on what they like to cover and how they do it while noting their writing style and if they move outlets. Being personal can really help you build strong relationships, so remember that!

- Identify key journalists and influencers in your industry. - Reach out with personalized messages offering unique insights. - Be responsive and reliable with timely, accurate information. - Regularly share valuable, relevant content. - Network at industry events and online. - Demonstrate thought leadership through guest articles and interviews. - Maintain consistent, open communication to build trust.

Understanding different media opportunities can be overwhelming so it's useful to employ a PR specialist or agency who understands communication strategies, pitching and distribution. Not all media are relevant for what you're trying to achieve, and not all media have the most effective distribution channels - you must tailor your communication to the publisher, audience and your expected objectives.

Conocer a los medios de comunicación es clave. Cada uno tiene sus propias dinámicas, políticas y requerimientos de información. Si bien hay temas o formatos que pueden funcionar de manera horizontal, es bueno poder adaptarse a las necesidades particulares, en función de la coyuntura o estacionalidad. El panorama de medios es siempre cambiante, y más con el progreso de la tecnología, por lo que es importante consumirlos frecuentemente para estar al tanto de las novedades y tendencias.

Make sure both you as the PR expert and your clients are available when the media needs you. I’ve pulled CEOs out of board meetings for mainstream top-tier coverage. Timing is of utmost importance and if you help a media pro meet a deadline, you will have an ally for the lifetime of their career.

My estimation is around 1/6 of the people who tell me they're interested to contribute to an interview or article then ghost you and you waste time trying to get commentary from them. This demonstrates 1) you don't care about the long-term impact of PR in building brand awareness 2) you don't care about the role of a PR specialist 3) you're not accessible or available for interviews. Ensure you have a media contact who responds - either a yes or no, not complete ghosting. Be approachable, be agile for last-minute opportunities and media professionals will remember you for the future.

To build a strong relationship with someone in media, consider offering value in something that isn't self-serving. For example, if you know a reporter is working on a story and you know someone who could be a source and it has nothing to do with the work you are doing or what you're promoting, make the introduction. When you prove that you can help the media in situations that don't directly benefit you, you're building trust and credibility. When that reporter has a story where you could be featured, they may be more likely to reach out based on the value you have previously provided.

It doesn't matter what the occasion or opportunity, the aim is we need a newsworthy story - and no amount of free lunch or a fabulous hosted dinner with your clients will change that. Storytelling is the end game. Prepare a concise selection of different key opinions/answers so journalists aren't spinning the same angle.

Develop your own relationship with the media - don't just let the PR person do all the work and you show up to the interview when the camera starts rolling. Not only will you mitigate risk for your business in the event your PR team transitions, but in fostering your own relationship with a journalist, you are REALLY helping yourself with future interviews. Journalists are like the rest of us - win them over and they'll treat you a bit gentler during your subsequent interviews.

The issue with exclusives is business owners often get excited and go for the latest shiny thing and want coverage everywhere with everyone. Stick to your word to maintain your integrity with exclusive stories - don't overpromise to multiple publishers or you will have very unhappy media contacts.

Siempre debes tener mapeados a los medios a los que vas a acercarte y tener en claro el perfil de información que van a solicitar. Por ejemplo, los medios económicos suelen solicitar datos numéricos de inversión y crecimiento. En caso no se los puedas dar, siempre debes tener a la mano una alternativa atractiva de información, así como las razones por las que no se pueden entregar los datos solicitados. Asimismo, puedes dar fechas tentativas en la que podrías entregar dicha información.

Being transparent is vital to any relationship, and with media/reporters, it certainly goes a long way. A reporter whom I had met for the second time approached me for a Q&A, and due to the transparency in our conversation, an offer to write an article was floated.