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How to Establish and Maintain Relationships with Business Journalists

Date posted: September 30, 2011

Below you’ll find my answer to the LinkedIn question, “How do businesses effectively and ethically build good long-term relationships with business journalists?”

As a business journalist for more than 20 years, my experience is that any PR professional who follows standard PR industry practices will have no trouble establishing a working relationship with an ethical business journalist.

From my perspective, the more interesting questions is what to avoid that might derail a relationship. One of the biggest pitfalls to avoid is over-promising and under-delivering. For example, if you pitch a story and say you can provide interviews with end users, then it is essential to have those interviews ready to go when the journalist responds.

It’s easy to establish a good working relationship with a journalist if you do the basics, but it is even easier to damage that relationship if you don’t deliver on your promises.