Strategies for fostering meaningful connections.
Sometimes PR pros get so wrapped up in crafting their client’s announcement, they forget that established relationships with media sources are paramount to getting coverage.
“Some of my best pitches are three lines in an email,” said Jennifer Nycz-Conner, senior director of enterprise communications at Hilton, during the 2025 PR Daily Conference. “One of the challenges we all face as communicators is not understanding each other’s challenges between journalists, media and communicators. We each have a lot of pain points and we can help each other out if we just know how to do that.”
The terms “media” and “relations” often feel separate in today’s environment, but they truly go hand in hand. It’s knowing how to foster more meaningful relationships that make the difference, Nycz-Conner said.
Engaging with media sources when it’s not transactional helps establish an authentic connection, she said. Journalists’ inboxes are usually full of pitches and news, so you need a way to stand out.
There are some methods for establishing a solid relationship, however. These include:
- Meeting a journalist where they are: Attend conferences and meetings and talk to journalists face-to-face. Get in front of them so they remember you.
- Talking to newsroom connectors: Meet people working in newsrooms who can help introduce you to journalists in your area of interest. Just because a journalist may not cover what you’re pitching doesn’t mean it’s not a worthwhile connection to make. They could pass your news on to someone who’s really excited to hear what you have to say. Learn journalists’ preferences and beat.
- Working with the tools you have: Communicators need to work with their available toolkit. When there’s not news, work to keep the conversation going. Provide opportunities to speak broadly on trending topics, even if you have nothing to announce.
- Making your pitches conversational: Don’t bury the lede and get to the point. Make the journalist say, “Hmm, tell me more about this.” It’s okay to suggest ideas, concepts and interesting points that are happening in your industry.
“If someone hears a really good idea, they’re going to stay in the story,” Nycz-Conner said. “You have be comfortable with the idea you’re going to be a part of a round up, but it’s a really good way to stay in the focus of a journalist.”
Watch the full discussion below:
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