There’s a shocking amount of misinformation floating around about and building relationships with journalists and influencers, especially for indie projects. Many believe it’s all about luck or having a massive budget, but the truth is far more nuanced. Let’s bust some myths.
Key Takeaways
- Journalists and influencers are real people with specific interests and needs; personalize your outreach to show you’ve done your homework.
- Building relationships takes time and consistent effort; don’t expect instant results or guaranteed coverage from a single pitch.
- Focus on providing value to journalists and influencers by offering exclusive insights, data, or access that benefits their audience.
Myth #1: It’s All About Who You Know
The misconception here is that building relationships with journalists and influencers hinges solely on pre-existing connections. People think if they don’t have a friend at the Atlanta Journal-Constitution or a cousin who’s a TikTok star, they’re out of luck. This simply isn’t true.
While knowing someone certainly doesn’t hurt, genuine connection and a relevant pitch trump nepotism every time. I had a client last year who launched a new artisanal coffee brand right here in Atlanta. They didn’t know anyone in the local media scene. We started by identifying food and lifestyle journalists who had written about similar businesses in the past. We then crafted personalized emails highlighting why their unique roasting process and ethically sourced beans would resonate with that specific journalist’s audience. One journalist at Atlanta Magazine, who regularly covers the Westside Provisions District scene, picked up the story. We followed up with a thoughtful thank you note (yes, a physical one!), and now my client has a solid connection for future stories. The key? Relevance and a human touch. It’s about building bridges, not relying on shortcuts. Remember, journalists are often looking for new and interesting stories; your job is to make it easy for them to find yours.
Myth #2: Mass Email Blasts Are the Way to Go
Many believe that the more journalists and influencers you contact, the higher your chances of getting coverage. This leads to generic, impersonal email blasts that scream “spam.”
Wrong, wrong, wrong. Mass email blasts are a surefire way to get ignored. Journalists and influencers are bombarded with pitches daily. Sending a generic email demonstrates a lack of effort and understanding of their work. According to a recent report from the IAB](https://www.iab.com/insights/2023-state-of-data/), personalization is critical for effective marketing. A personalized pitch shows you’ve done your homework and value their time. Instead of blasting hundreds of generic emails, focus on identifying a smaller, more targeted group of journalists and influencers whose audience aligns with your project. Craft personalized pitches that highlight why your story is relevant to them and their audience. Offer exclusive content or data they can use. Treat them like individuals, not just email addresses. We recently ran a campaign for an indie game developer. Instead of sending a press release to every gaming journalist in our database, we identified 20 key influencers and journalists who covered games in the same genre as our client’s. We gave them exclusive early access to the game and offered interviews with the development team. This resulted in far more meaningful coverage than any mass email blast could have achieved. It’s quality over quantity, always.
Myth #3: It’s All About Free Stuff
The common, and frankly insulting, assumption is that journalists and influencers are easily swayed by free products, services, or experiences. While offering something of value can be part of the equation, it shouldn’t be the sole focus.
While a well-placed gift or early access can grease the wheels, it’s definitely not the foundation of a lasting relationship. Journalists and influencers value their credibility above all else. If they feel like they’re being bought, they’ll likely decline the offer. The focus should always be on providing value beyond the freebie. Offer exclusive data, insights, or access that benefits their audience. For example, if you’re launching a new app, offer a journalist an exclusive interview with your lead developer to discuss the technology behind it. Or provide an influencer with early access to your beta version and solicit their feedback. This demonstrates that you value their expertise and are genuinely interested in their opinion. I once saw a company offer a prominent tech blogger a free luxury car in exchange for a review. The blogger not only declined but publicly shamed the company for attempting to bribe them. The lesson? Focus on building genuine relationships based on mutual respect and shared interests. I wouldn’t even think of doing that; there are many ethical guidelines you need to be aware of before attempting such a thing. According to a Statista report](https://www.statista.com/statistics/270683/most-important-attributes-of-influencers-for-consumers/), authenticity is the most important factor for consumers when choosing an influencer to follow. Trying to buy influence is a surefire way to damage your reputation.
Myth #4: One Pitch Guarantees Coverage
Many believe that sending a single pitch to a journalist or influencer should automatically result in coverage. When they don’t hear back, they assume their story isn’t interesting or that the journalist is ignoring them.
The truth is, journalists and influencers are incredibly busy. They receive hundreds of pitches every day, and it’s simply impossible for them to respond to every one. A lack of response doesn’t necessarily mean your story isn’t newsworthy; it could simply mean it got lost in the shuffle. Consistent, but not aggressive, follow-up is key. Wait a few days after your initial pitch and send a brief, polite follow-up email. Reiterate the key points of your story and highlight why it’s relevant to their audience. If you still don’t hear back, don’t take it personally. Move on and focus on reaching out to other journalists and influencers. However, that doesn’t mean you should give up entirely. Keep them on your radar and continue to engage with their content on social media. This will help you build a relationship over time and increase the chances of them covering your story in the future. We recently worked with a local bookstore in Little Five Points that was struggling to get media coverage. We sent out several pitches to local journalists, but didn’t get any immediate responses. However, we continued to engage with the journalists on social media, commenting on their articles and sharing their posts. Eventually, one journalist reached out to us and asked if we were still interested in being featured. She had been following our social media activity and was impressed with our commitment to the community. The bookstore ended up getting a great write-up in a local blog, which significantly increased their foot traffic. This is a great example of how perseverance and consistent engagement can pay off. For indie film success at film fests, it’s a similar story.
Myth #5: Relationships End After Coverage
A dangerous misconception is that once you’ve secured coverage from a journalist or influencer, the relationship is over. This leads to a transactional approach where you only reach out when you need something.
Think of building relationships with journalists and influencers as an ongoing process, not a one-time transaction. Just because they covered your story once doesn’t mean they’ll automatically cover everything you do in the future. The best way to maintain a relationship is to continue providing value, even after you’ve secured coverage. Share relevant articles or data that you think they might find interesting. Offer them exclusive access to future projects or events. Engage with their content on social media. Show them that you appreciate their work and are genuinely interested in what they do. We had a client who launched a successful crowdfunding campaign for a new board game. After the campaign ended, they sent a thank-you note to every journalist and influencer who had covered their story. They also offered them a free copy of the game and invited them to a launch party at a local game store on Roswell Road. This simple gesture of appreciation went a long way in solidifying those relationships. Now, those journalists and influencers are more likely to cover their future projects. Remember, building relationships is a marathon, not a sprint. It requires consistent effort and a genuine desire to connect with people on a human level. This is something many people don’t consider, and it is an important part of good marketing. Consider how empowering marketing can build relationships, not just sales.
How do I find the right journalists and influencers for my project?
Start by identifying publications, blogs, and social media accounts that cover topics related to your project. Look for journalists and influencers who have a strong track record of covering similar stories and who have a engaged audience that aligns with your target market. Tools like Meltwater can help you find relevant contacts.
What should I include in my initial pitch?
Your pitch should be concise, personalized, and newsworthy. Clearly explain what your project is, why it’s relevant to their audience, and what you’re offering them (e.g., exclusive interview, early access, data). Avoid generic language and focus on highlighting the unique aspects of your story.
How often should I follow up after sending a pitch?
Wait a few days (3-5) after sending your initial pitch before following up. Send a brief, polite email reiterating the key points of your story and highlighting its relevance to their audience. Avoid being overly persistent or aggressive.
What’s the best way to maintain relationships with journalists and influencers?
Continue providing value even after you’ve secured coverage. Share relevant articles or data, offer exclusive access to future projects, and engage with their content on social media. Show them that you appreciate their work and are genuinely interested in what they do.
What if a journalist or influencer asks for something I’m not comfortable providing?
It’s important to set boundaries and be clear about what you are and are not willing to offer. If a journalist or influencer asks for something that compromises your values or ethics, politely decline. Your integrity is more important than any single piece of coverage.
Forget the myths! Building relationships with journalists and influencers doesn’t require magic or deep pockets. It demands targeted effort, genuine connection, and a commitment to providing value. So, stop chasing fleeting attention and start building lasting partnerships. Begin today by identifying three journalists or influencers whose work resonates with you and craft personalized messages introducing yourself. It’s time to start building those bridges, one connection at a time. For more, see how writers rescue marketing.
