How to Build Relationships With Journalists On Social Media
MediaRelations.io
How to Build Relationships With Journalists On Social Media
Unlock the secrets to fostering professional bonds with media influencers through social media. This guide distills expert advice into practical strategies for creating genuine relationships with journalists online. Learn how to engage authentically, support without expectation, and connect on a human level for meaningful interactions.
- Establish Authentic Connections
- Engage Without Being Transactional
- Become Their Biggest Fan
- Keep It Real
- Engage Before Pitching
- Interact Authentically
- Connect on a Human Level
Establish Authentic Connections
Building relationships with journalists on social media involves establishing authentic connections rather than merely advancing your own agenda. I allocate time to interact with their content, whether by sharing their articles, providing thoughtful comments, or offering insights pertinent to their work. It is crucial to respect their time and refrain from excessive promotion. One recommendation for effective engagement is to provide value without anticipating immediate reciprocation. For example, if I observe a journalist covering a topic associated with my industry, I might share a valuable resource or present an interesting perspective that enhances their story. This fosters trust and credibility, which can result in more robust and meaningful relationships over time. Authenticity is essential!
Engage Without Being Transactional
Building relationships with journalists on social media is all about engagement without being overly transactional. I focus on genuine interaction first, whether that's commenting on their articles, sharing their work, or adding thoughtful insights to their posts. The key is to build familiarity before making an ask so it doesn't feel like a cold pitch when the time comes.
One tip that has worked well is DM-ing journalists with useful, relevant insights without pushing an agenda. For example, when a journalist tweeted about trends in e-commerce, I shared a quick data point from my business that supported their angle. That interaction led to them reaching out later for a quote in their piece. The goal is to be helpful, not pushy, so when they need an expert, they think of you first.
Become Their Biggest Fan
Journalists are busy people (think hundreds of emails and DMs daily), so the trick is to stand out by being authentic and helpful, not pushy. Here's one golden tip: become their biggest fan before you become their source.
Start by following journalists who cover your industry-Twitter and LinkedIn are their stomping grounds. But don't just be a silent follower! Engage with their work in meaningful ways. Did they write a killer piece on emerging tech trends? Share it with your audience and add your perspective: "Loved this deep dive by [journalist's name] on AI innovations! Spot-on analysis of where the industry is headed." This not only shows you're paying attention but also positions you as someone who understands their beat.
Think of it like building a friendship. You wouldn't walk up to someone at a party and immediately ask for a favor, right? Instead, you'd chat, find common ground, and build trust. The same applies here. Comment on their posts, retweet their stories, or even send a quick DM to say, "Great article! I really appreciated your take on [specific point]." No pitching-just genuine appreciation.
Keep It Real
Keep it real and don't be a robot. Journalists get bombarded with pitches, so instead of jumping straight to the ask, **engage with their work first**. Like, comment, and share their articles with a thoughtful take. One solid move? Drop a quick, genuine DM when you find their piece insightful—no pitch, just appreciation. When you finally do reach out with a story idea, you're not some rando in their inbox—you're a familiar name. Relationships first, pitches second.
Engage Before Pitching
One approach that works well is engaging with their content before pitching anything. Journalists are constantly bombarded with cold pitches, so instead of immediately asking for something, take time to interact with their posts.
One effective tip: Provide thoughtful insights on their articles or tweets. Instead of just liking or resharing, add a meaningful comment that shows you've read their work. For example:
"Great piece on emerging eCommerce trends, [journalist's name]! The point about AI-driven personalization was spot on. Have you seen any standout brands excelling in this area?"
This approach does two things:
It puts you on their radar in a non-promotional way.
It opens the door for future conversations, making them more likely to engage when you eventually pitch a story.
Building genuine relationships takes time, but consistently adding value to their conversations increases your chances of meaningful engagement.
Interact Authentically
Having a relationship with the press on social media is not for the faint-hearted and truly needs to be done mindfully and authentically. I've realized that it's important to interact with their content in a real way. So if I notice a journalist post about an article or write-up in either the transportation or luxury service spaces, I could respond with a thought-provoking comment or offer my point of view that complements their article. This establishes authority and shows I'm not just looking for a quick elevator pitch.
For example, one particularly clever piece I read recently while reporting on the upscale travel space was when a luxury services industry-changing journalist wrote about changing consumer expectations. I commented on it, explaining how LAXcar had revamped what we offer to meet these expectations. In addition, it initiated a direct dialogue with the journalist and established us as a thought leader in the luxury transportation industry. That made it easier to do more focused outreach later in general for a story they were doing on trends in transportation.
On social media, at least in my humble experience, it's less about pushing your agenda and more about joining the collective conversation. By regularly bringing value to the right people, you build trust and visibility over time.
Connect on a Human Level
I once received a response from a journalist simply by making a joke about terrible conference coffee. There was no pitch or agenda involved, just a genuine conversation. A few weeks later, when I had a story to share, they were actually receptive. It's not just about networking; it's about connecting on a human level.
One piece of advice is to engage in topics outside of work. Comment on their posts about books, travel, or even that awful coffee. That's where authentic connections begin.
