Do relationships with journalists really matter?
Think knowing a journalist just means getting your email read? Think again. Here’s why a real connection goes way beyond just opening your pitch.
Joni Sweet is a seasoned writer, editor, and content strategist with 13+ years of media experience. In this newsletter, Joni reveals her current assignments and insider tips to help PR professionals sharpen their pitches, avoid rookie mistakes, land coverage for their clients, and build stronger relationships with writers. Get ready for candid advice, a touch of sass, and secret strategies to make your pitches stand out.
Hi friends
This weekend, between pancake breakfasts and long bike rides, I couldn’t help but think about whether relationships between journalists and PRs really matter. The thought had been nagging me since I came across a post from an editor suggesting these relationships don’t get you much.
Spoiler alert: I’m calling BS on that claim. Relationships aren’t just a nice-to-have—they’re your most important tool in both PR and journalism.
Stick around to see why building these connections is your ticket to standout coverage.
(And big thanks to my sponsor, PodPitch, who has made it possible for me to share my thoughts on relationship-building between PRs and journalists paywall-free!)
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Do relationships with journalists really matter?
I can’t stop thinking about a LinkedIn post from an editor that hit my feed last week. It said:
Had a few people ask me: How important is "having a relationship" with a journalist in getting ink?
Speaking for just myself, if I know you, I'll open your email, read it carefully and let you know if it's a yes or a no.
That's it. That's all it gets you.
I couldn’t disagree more with this take.