News is a business.  Unlike developing strategic relationships with local opinion leaders, in which you don’t necessarily rely on one another, media representatives need our help just as we need their help. 

Create Lasting Relationships

Not long ago a reporter from a major newspaper said, “A lot of what gets covered depends on personal relationships at the paper.”  Cultivating relationships with your local media representatives can pay timely dividends. 

A news release—even a great one—is merely a knock at the door. It's the first step in a chain of relationship-building events that, with consistent effort, will gain the coverage that will help build a positive perception for the Church. You can begin with a news release if you're announcing something that's new or newsworthy. Send a pitch letter instead if you're "pitching" (see Strategic Media Relations/Placing Church Stories in the Media/How to Pitch Stories to the Media) a story idea. In some cases a "media alert" is necessary to announce a specific event, such as the availability of an expert for interviews on a specific date as part of a major local Church event. Send whichever of these is appropriate for your particular message either by e-mail, postal mail, or fax, depending on the preference of the media outlet. Then, follow up shortly thereafter by telephone. Don't be surprised if the journalists you contact don't recall having received your initial communication and ask you to resend it. Remember, media representatives often get inundated daily.

Your follow-up calls are as much about listening as they are about explaining your story. Your goal is to discover the long-term interests of the journalists and how you can work with and support them. Cultivate your relationship.  Be prepared to send additional items that may be requested, such as photos, copies of other coverage the Church has received, and general information on the Church to the journalist.  Suggest to your contacts that they search lds.org/newsroom and mormon.org for additional information.

Make sure your media contacts know they can trust you.

In summary, relationships—

• Are formed between reporters and individuals, not institutions.
• Need common ground or interest.
• Must be mutually beneficial and fulfilling.
• Are sincere, natural, and voluntary.
• Formed on behalf of the Church must be professional, working relationships—ones of dialogue and respect.
• Require ongoing maintenance and nurturing to endure and grow.

Reporters Need You

News is a two-way street.  Be a resource to your news media contacts.  See Strategic Media Relations/How to Get the Media on Your Side.  Be relevant.  Provide them with good story ideas, local Church activities, timely human interest stories, and so on.  Upon your first visit with a media contact, provide him/her with information on how to best reach you.

Shape Your Story

Media outlets are interested in stories that will have appeal to their viewers, readers, or listeners, so it's critical to tailor your story to meet their specific needs. Become familiar with each of the media you target, and note the types of stories or story angles they look for before contacting them. Some media outlets receive countless news releases and pitch letters—sometimes hundreds per day—and off-target pitches are quickly discarded.

The bottom line is that the journalists and editors you pitch genuinely care about presenting the right information to their readers or viewing audiences. Once you learn what they need most, you'll succeed.