Why PR relationships with journalists aren't enough

True that. But also: friendship may risk generating the opposite of the intended effect - with your pitch being scrutinised even more, on account of "I don't want to do this just because we are friends". Journalist/source dynamics always fascinated me. A cordial, "good terms" as you put it, professional relationship is the way to go, in my opinion.

I totally agree - I've got quite a friends that are journalists, but they certainly wouldn't publish something just because they are my mate (and I wouldn't dream of exploiting our relationship either) BUT it does mean that it is easier to pick up the phone and run an idea past them, chat about what they would actually publish and see if a story just needs a tweak to suit their audience...

And that’s how you build up relationships with journalists - knowing what they’re interested in, what the hook is, understanding the outlet, etc! That’s HOW you build up the relationships (being someone they trust and know you pitch them worthwhile stuff)!

Personally I think it is a valid question as is your initial response. Both can be true. Too many PR directors are so far removed from the day to day pitching (and have been since they got a manager title) that they cannot offer reliable counsel on what makes a strong story today and the PS is a huge PS. Journalists are so inundated with emails that the vast majority of pitches simply don’t get read, or else journalists full time job would be managing emails. A strong story with substance matters little if no one even reads it. So much work goes into crafting a launch and far too often the final step is left to the most junior member of the team to deliver whose pitch frequently goes unread, and all that work can go to waste.

Yes to this! I was a managing editor in a newsroom and anyone who know me had a harder time getting something signed off on, even when there was a good story because I wanted others to weigh in before green lighting. My wife was in PR and had to go through the most hoops to get a story pitch seen, let alone covered.

I've often wondered how this "journalist friend" thing got started. Did it come from old Hollywood movies? The Gilded Age emergence of a change in newspapers/reporting? I remember reading a job description a long time ago and the first requirement -- "must have a killer Rolodex of reporters on speed dial" or something like that. 🙄

why yes company executive - I do have journalist friends. what is the news? blank stare and that is why they are still my friends - I don't pitch them non news or ask for favors.

Thanks Nick Huber! This is VERY TRUE. What helps is outlining exactly what our audience will get from the story. If the answer is: "they'll get to learn about our company," then it's not a story. If it's "everyone will know exactly what to do to save a family from a freak kayaking accident and we have video of a rescue that we'll provide to you exclusively along with interview availability with the entire family and rescue team," then it's a decent pitch. Unless you're pitching to a journalist who doesn't do rescue stories.

Have a lot of reporter friends. If the story isn't newsworthy, it's a no go. However, some journalists have been helpful in doing an inside pitch--they forward my pitch to their colleague and at least that may help get the targeted journalist to read it.

Those questions are simply a sign that the person who asks those questions has no practical knowledge of PR.