National Hug a Newsperson Day, celebrated every year on Apr. 4, is a cute idea. But let’s be practical—hugging a journalist these days might not go over well. Here are seven better (and more professional) ways to show love to the media.
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Be a reliable source.
Responding promptly and accurately to journalists’ inquiries is of utmost importance. Journalists have tight deadlines to meet. A survey highlighted that 29% of journalists emphasized the importance of PR people understanding and respecting deadlines, with 57% of journalists needing PR experts to provide data and sources promptly.
Timely responses not only aid current stories but also build a PR pro’s reputation for reliability, making it more likely for journalists to seek them out for future stories. Establishing a track record of being quick and reliable builds trust and can lead to more frequent engagement and coverage.
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Send thanks, not just pitches.
Expressing gratitude to journalists can foster goodwill and strengthen relationships. But beware: Acknowledging a journalist’s work is appreciated when done appropriately. For instance, PR Newswire recommends sending thank-you notes after an interview or once a story is published to build ongoing relationships. It’s essential to be mindful of how gratitude is expressed.
“Is it appropriate for a PR professional and/or source to thank a journalist for coverage? My personal stance: No, it isn't,” said Brian Hart, an PR strategist, in a LinkedIn post.
Brian advises against thanking journalists for coverage itself, as it might imply a lack of objectivity on their part. Instead, he suggests expressing appreciation for their time, interest or the opportunity to share perspectives. This approach maintains professional boundaries while still conveying gratitude.
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Share their work.
Engage with journos on social media by sharing, commenting on and promoting their articles. This can significantly bolster your professional relationship while amplifying their work’s reach. This genuine interaction shows a vested interest in their reporting, and builds trust and credibility.
According to Cision's 2024 State of the Media survey, 97% of journalists utilize social media in their work, highlighting the importance of these platforms in the media landscape.
For PR experts, social engagement builds relationships with journalists but also provides valuable insights into the topics and issues that resonate with their audience. Now you can craft more targeted and relevant pitches.
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Respect their deadlines.
Respecting journalists’ deadlines is often overlooked, but still incredibly important to building relationships. A Cision survey revealed that 29% of journalists emphasize the importance of PR pros understanding and adhering to their deadlines. Meeting deadlines is not just a courtesy but a demonstration of your professionalism.
Failing to provide timely information can disrupt a journalist’s schedule and potentially lead to missed opportunities and a strained relationship. To maintain trust and credibility, proactively inquire about journalists’ deadlines, remember it, and deliver information promptly. If an issue arises, communicating delays as early as possible allows journalists to adjust their plans accordingly and preserves the integrity of the relationship.
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Offer exclusive access.
Offering exclusive access to new data, reports or expert opinions can enhance media engagement and coverage.
By providing unique content, you position yourself as a valuable resource, increasing the likelihood of media outlets featuring your story. For example, offering an exclusive can maximize a story’s impact. It ensures that a respected media outlet breaks the news, enhancing credibility and visibility.
Exclusives can also strengthen relationships with key journalists, making them more likely to seek your insights in the future. But beware: It’s essential to assess the newsworthiness of your content before offering exclusivity, as not all stories warrant such an approach.
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Be honest and transparent.
These characteristics are the foundation of good PR, particularly when interacting with journalists. Clear and transparent communication builds trust and credibility over time, as stakeholders appreciate forthrightness and dependability.
Conversely, withholding info or providing misleading responses can damage relationships with the media and tarnish an organization’s reputation.
Striking the right balance in transparency is crucial. While it’s important to be open, over-disclosure can also pose challenges. Being transparent with the media involves finding this balance, ensuring that the information shared is sufficient without being excessive.
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Remember they’re human.
Journalists face significant stress and burnout due to the demanding nature of their job. A 2024 Muck Rack survey revealed that 56% of journalists considered quitting their jobs within the past year because of exhaustion or burnout, and 40% had previously left a position for similar reasons.
It’s crucial for PR pros to approach journalists with empathy and understanding. Recognizing the pressures journalists face and demonstrating patience and professionalism can build better relationships with our journo counterparts.
The best relationships in PR aren’t built on pitches, but relationships. Journalists are under more pressure than ever, and the value of being a thoughtful PR partner can’t be overstated. Being reliable, offering valuable insights and treating journalists as human beings—not just story vehicles—will get you further than any clever pitch alone.
So this National “Hug a Newsperson” Day, skip the hug but show them you value their work through your actions.
Lindsey Bradshaw is a freelance writer, PR, and communications consultant at Lindsey Bradshaw Communications. For 17 years, she’s helped Series A-D tech startups drive awareness and achieve business goals through creative and effective communications.