Building a better relationship with journalists

Building a good relationship with your writers is essential, but there are a few simple rules and good habits you can get into. Here are a few tips:

Know your magazines. Do some basic research from the web about deadlines, schedules, up and coming features, and how they prefer to receive information. In addition, identify the journalists/writers/editors you could potentially deal with. The more you know about a magazine, the easier it will be for you to target the right news story for their readership, at the right time and in the right format.
Email is not enough. So you have written your press release, got an up to date list of magazines, and you then click send. Now what? What more could you do? A good tip is to give the journalist a call. It's a chance to introduce yourself and repeat some of the key messages you want to focus on from the release. Hopefully, the journalist will have the time to ask a few more questions.
A call also helps create a stronger relationship with the journalist. Try calling every month or two to ask what they are working on. You may have a story that fits what they are looking for, and if you have made a good start with your first release, your reputation will proceed you. It also shows you are interested in the magazine and their output, and it will give you a better idea of what interests their readers for the future. Watch out though. Don't become a pest by calling every day!
Finally, say thank you! If the journalist writes a good piece, or gets you a good placement, send them a quick email to say thank you. It takes just 30 seconds and good manners cost nothing. They will certainly remember you next time if you don't. It's you representing your company and its image and future business potential.