How to avoid damaging a relationship with a journalist
As I've taught you already, building a relationship with a journalist takes time, effort and a healthy dose of authentic and genuine connection. And when you put those things in, it can often, eventually, lead to the two of you working together on a feature.
Sometimes, though, without meaning for it to happen, those relationships can get damaged, meaning you either don’t get to work together at all, or that journalist just won’t call on you again in the future (nurturing relationships is a module I cover in 5 Steps to Featured, so if you haven’t already checked it out and would like extra help, make sure to take a look).
I know - sounds awful, doesn’t it? And often, you don’t even know what went wrong. You sent over a pitch, they initially liked it and then, somehow, they end up exiting the situation.
What gives?!
Well, fear not - here’s how to keep those relationships thriving and healthy.
Don’t share the exact same story or pitch with someone else when a journalist has already agreed to work with you
Whilst it’s totally okay to resend a pitch elsewhere when a journalist has passed or not gotten back to you, if they’ve said they want to write about you, do not send the same idea elsewhere first. Journalist’s like to publish original work and any one worth their salt will not write a story they’ve already seen elsewhere. If you do this and they’ve already started work on the piece, you’ll be seen as a huge time waster and they’ll likely not reach out to work with you again.
Don’t lie to them
Journalists pride themselves on sharing the truth of a matter - whether that’s reporting a news story or writing a feature about a company founder. If you fluff your figures or fudge your numbers (a good example of this is telling them you’ve made X amount in revenue when you haven’t) you risk embarrassing them, or worse, getting them into trouble with their superiors.
Do not make demands
This is one of the biggest on the list - and is usually the most common way people end up damaging their relationships with the media. Because even if a journalist has agreed to write a piece on you, they do not work for you - they are under no obligation to write about you within a timeframe that suits you or from an angle that you like the best. Keep in mind that what they choose to focus on and when they choose to write the piece is completely up to them - have faith that it’s going to happen and exercise some patience. Trust me - it’ll be worth it in the end.
Do deliver on time
If they’ve asked you for quotes, answers to questions or assets such as pictures by a certain date or time, make sure you get them to them before the deadline. Look, I totally get it - it’s really annoying that you could have sent the pitch weeks ago, heard nothing and then all of a sudden only have a few hours to turn round some answers, but this is the nature of the way the media works and is something that the journalist is having to battle, too. Remember - they’re the one having to turn around what is essentially a long form essay within a few short hours, so do your best to make their lives as easy as possible. I promise you they’ll be exceedingly grateful and they definitely won’t forget.
Do be helpful to them - even if it doesn’t benefit you
Whilst I’m definitely not suggesting you spend all your free time running around after journalists (you definitely don’t need to do this!) if there is ever a way you can help them out - by introducing them to an expert they’re looking for, by sharing their work or recommending their other services to friends and colleagues - even if it’s not of direct benefit to you, they’ll probably be floored. It’s so rare for them to receive help without strings attached that they’ll certainly remember your generosity forever and likely use you as an expert when the time is right.
