Networking In Journalism

You can’t do community engagement on a deadline. I came across a contract offer recently. It was a community engagement ‘task and finish’ project over 2 months. But community work doesn’t work like that. If you want genuine engagement then you need trust and trust isn’t a task on a Gantt chart. People don’t open up when the timeline says so, they open up when they feel safe. Genuine relationships don’t form during engagement events. They grow in conversations after the meeting has ended, during those ‘water cooler’ moments, at the school gates chats, on the walk back to the car. If your timeline has a fixed slot for “community engagement,” ask different questions: Who already has trust here and are they in the room? Where do people naturally gather and are we showing up there? Are we listening to meet a deadline or to understand what’s really going on? Community engagement isn’t the soft bit before delivery, it is THE work. It’s slow, human, and sometimes uncomfortable. But when people start to trust the process, everything else moves further and faster than any deadline could force. Please repost if you believe others need to hear this. #CommunityDevelopment #CoDesign #Trust

One of the best PR hacks nobody talks about? Freelance reporters. A lot of teams chase the “dream” staff reporter — and stall. Meanwhile, freelancers are out there filing for sometimes three outlets at once. Case in point: Two months ago I set up an interview between a client and a Reuters freelancer I trust. That one 45-minute conversation ended up appearing Reuters plus two additional (relevant!) trade publications. Same insight. Multiple audiences. Zero extra effort. Call it a 3-for-1 media placement, courtesy of one great relationship. And no, you don’t always need a fancy PR software to find freelancers. Here's what I do: 1. Scan bylines tagged freelance, contributor, or special to… in my target outlets. 2. Google "freelance journalist" + my topic. Their portfolios are built to be found! 3. Check reporters’ social bios. Freelancers almost always list email and beats. 4. Search LinkedIn for “freelance journalist” and filter for people who’ve posted recently. 5. Look for writers who publish across multiple outlets (Reuters, AP, trades). They syndicate naturally. I've had lots of luck with this in the past. And the freelance journalists love to be kept top of mind. Who else has had success with this? Any tips or tricks to share?

You don’t need to attend awkward networking events to build connections. Here are 10 ways to network online (from your couch) to land your dream job, mentorship or just to stay in touch: 1. Start with warm calls, not cold DMs Reaching out to strangers is intimidating. So, begin with people you already admire or respect: past colleagues, old classmates, mentors, or anyone you’ve gotten value from. Reach out, share your goals, ask for advice, or simply reconnect. — 2. Build (or join) a 3-6 person mastermind Invite people you admire to check in monthly or quarterly. Ask 3 simple questions in each meeting: • What’s your biggest win? • What’s your biggest challenge? • How can we help each other? This becomes your personal board of advisors, and their networks become yours, too. — 3. Make intros within your own network Instead of always trying to add new people, try connecting two people you already know. It builds goodwill, and often sparks reciprocity. Some of my best opportunities came from introductions I made first. — 4. Be the tortoise, not the hare Strong networks aren’t built in a week. They come from consistency, trust, and staying top of mind. Check in. Celebrate small wins. Be helpful, even without asking for anything.  — 5. Send snail mail Want to stand out in a sea of LinkedIn messages? Send a handwritten card or even a fun comic with a note. The person will always remember your “extra” effort. — 6. Elevate the interaction • Only chatted with someone online? Try a call. • Had a few calls? Try a Zoom meeting. • Know them over Zoom? Meet up in person. Each upgrade strengthens the connection. — 7. Pick one platform to dominate Instead of being everywhere, go deep somewhere. For example, if it’s LinkedIn: • Endorse people • Write thoughtful comments • Share niche insights your network actually values   This depth pays off more than shallow visibility. — 8. Curate, don’t just connect Curate the best insights, tools, or articles in your niche, and share them regularly. You’ll become a trusted source people keep coming back or referring to. — 9. Do something fun together Shared activities build bonds. This could be as simple as playing a game, joining a sweepstakes, or co-hosting a webinar.  People remember who made them feel something. — 10. Swipe right (yes, really) Apps like Shapr or Invitly are designed for warm outreach — you match with people who want to meet others. It’s cold networking without the awkwardness. Networking isn’t about pitching. It’s about planting seeds. Start with one person. Reach out. Reconnect.  Then keep showing up, helping others, and making connections that count.

I might be generalising, but this is what I’ve observed about younger journalists Many in the younger generation don’t seem to value building meaningful relationships with PR professionals, publicists, experts, and the like. I keep encouraging the younger ones to nurture connections beyond just getting a comment or attending an event, but for some, it’s a once-off transaction. It’s honestly frustrating. I come from the black book era, where every contact was logged, cherished, and carried throughout your career. Some would be relevant immediately, others much later, and some never at all—but you kept them, because you never know. Again, I may be generalising, but wow! Young stars today often take for granted just how powerful good relationships are. I owe a lot of my most groundbreaking work to brilliant PR people who had me signing NDAs, and publicists who made sure the talent delivered solid shoots and quotes—even when they were less than sober! As an editor, I often send young journalists to events I’m invited to, to give them exposure. But some don’t even bother to network or leave with a list of contacts—for themselves, not just for me or the brand. For themselves. So, if you’re a young journalist, here’s the bottom line: Build your contact book. That’s your currency in this industry. Why it matters: -When stories break, you know exactly who to call. -Trusted relationships lead to exclusives and early tips. -A solid network can save a bad shoot, salvage a tough deadline, or land you your next opportunity. -You build a reputation—people answer your emails, take your calls, and advocate for you when you’re not in the room. -You grow with your contacts; today’s assistant could be tomorrow’s editor, publicist, or brand manager. -Relationships are long-term investments. Make them count. #YoungJournalists #NetworkingMatters #MediaRelationships #JournalismTips #RelationshipBuilding #CareerGrowth #IndustryConnections #ProfessionalNetwork

The next generation of news consumers expects more than just headlines—they demand connection, transparency, and collaboration. This model I created and shared during a recent webinar outlines a path for newsrooms to build authority in the modern media landscape: 1️⃣ Community Leadership: Gen Z values purpose-driven organizations. Newsrooms must step up as leaders, not just storytellers, creating spaces for meaningful dialogue and action. 2️⃣ Expertise Demonstration: Being credible isn’t enough. Journalists must actively showcase their knowledge while remaining accessible and relatable to younger audiences. 3️⃣ Transparency Practices: In an age of misinformation, transparency is non-negotiable. Share how stories are created, why they matter, and the ethics behind your reporting. 4️⃣ Audience Collaboration: Engagement must go beyond comments and likes. Actively collaborate with your audience to co-create content that reflects their realities and priorities. 5️⃣ Personal Brand Development: Today’s journalists are trusted as individuals as much as institutions. Personal branding builds trust, fosters authenticity, and cultivates loyalty.

I was a business reporter before moving to PR. 10 things I’d tell anyone in media relations. (Save this before your next pitch call) I remember being on the other side of PR pitch emails. Deleting some in seconds. Saving others to use later when writing stories. I made this for anyone just starting out. To help you create more value for your clients. 01 Find the story Remember, if there's a story, it will sell. No amount of follow-up calls help if you don't have a story. 02 Know the journalist Meet journalists when you don't have an immediate need. Get to know their workstyle, best ways to reach out, kind of news that interests them. Build trust. 03 Personalise follow-ups After sending a press release, ensure your follow-up communications are tailored to add value. You won't say the same thing to a business publication and a B2B magazine. 04 Create unique pitches Avoid sending the same pitch to numerous reporters with "exclusive" in the subject line. Invest time in crafting unique and relevant pitches. Know the publication’s audience. 05 Allocate time to update your media list Keep your media list up to date. Clients expect you to be well-versed in the media landscape, and outdated contacts can hinder your efforts. 06 Manage client expectations Do not chase a journalist just because your client insists. If a story can't fit a certain publication, be polite but firm in your pushback. But be super cautious because if the work can be done, it will be done. If you don't do it, someone else will. 07 Read more, find trends Read newspapers daily to stay informed about industry trends where your client can fit in. 08 Invest in training, self-learning PR agencies and schools should train professionals on how newsrooms work before they make their first media call. Understanding the news cycle is important. PR professionals should also invest in self-learning, especially in content and the use of AI. 09 Use social media to stay up-to-date Check LinkedIn and other social media platforms to verify if the journalist is still with the same publication and covers the relevant industry before making contact. Avoid making calls that resemble those vague credit card sales pitches. 10 Be patient Be patient when contacting journalists or PR colleagues. Wait before reaching out to others if they don't answer, and refrain from immediately complaining about unavailability to the corporate communications team. Bonus tip: Think of Gmail as a search engine. Your subject line should help you show up when a journalist searches the topic even weeks after you sent the mail. Those are the 10 really basic things I keep coming back to.  Hope you find them useful. ✨ PS: By the way, where do you get your news these days?

If you’re a freelancer, you need to stop competing with your competitors. Here’s what I mean by that: In the early stages of my freelancing journey, I used to be hyper-focused on my competitors. I would stalk them on social media, try to figure out who their clients were and how much they were earning. I would compare myself to them, and feel bad if someone else was doing better. But after doing this for a few months, I asked myself: “What’s the point?” I realised this was just affecting me negatively, and there was nothing constructive about constantly comparing myself to others. So instead of competing with them, I started learning from them instead. - Connect with people providing the same service on LinkedIn. - Introduce yourself, and talk about your service and experiences. - Follow their content, engage with it, and absorb the value they provide. - Get on networking calls to create connections that will help in the future. Changing my perspective helped me: - Outsource some of my work to other freelancers when the load was high. - Get leads from them when they were running out of bandwidth. - Learn from their mistakes, and avoid making them myself. - Meet interesting people and make great friends. In the corporate world, you have to compete with your peers to get promotions. But as a freelancer, there are enough clients for everyone. So helping each other grow is the way to go. #freelancing #networking #copywriting

Tim accepted a LinkedIn connection request from a salesperson the other day. And within seconds, the salesperson hit him with: “Thanks for accepting my request. What are you doing for sustainability?” It felt… weird. It would be like someone walking up to you at a cocktail party and saying: “Hey, thanks for standing here. What are your financial goals for the next five years?” What? I just met you! Can I at least finish my Old Fashioned before we tackle my finances? This is why the message felt so off-putting. It skipped all the social norms. No small talk. No warm-up. Too much, too soon. Just straight into an agenda. So here’s the lesson: slow down. How? Start by sharing an uncommon commonality. Like, share, and comment on their posts for a few weeks. Send useful information related to their job. Share something that made you smile. Then, if it feels natural, you can illuminate a potential problem: “I was talking to the CFO at Ryder (3000+ trucks). He mentioned the challenge of using telematics data to ensure accurate sales tax rates across regions. They were overpaying taxes due to incorrect data alignment. Is this something you’re grappling with, or not really?” The difference? You’re easing into it—like a friend at a party, not someone trying to sell timeshares during the toast.

2000: Send press release → Land Forbes feature. 2025: Send press release → Journalist skims it → Then checks your LinkedIn → Skims your company blog → Listens to your podcast clip → Scans Twitter mentions → Reads competitor coverage → Scrolls 3–6 months back on your feed → Then replies. Most climate founders still think their tech will sell itself. They write a pitch email, cross their fingers, and get ignored. But it's not 2000 anymore. Journalists aren't waiting in their inbox. And the only founders they write about? The ones who already look like the obvious voice in the space. So if you want media exposure, don't start with PR. Start with consistent content that makes you impossible to ignore. Here's how: Tip 1: Pick one platform and own it completely. For climate founders, that's LinkedIn. Post 2–3 times per week with a mix of founder lessons, industry takes, and behind-the-scenes updates. Journalists check LinkedIn first. Make sure there's substance when they do. Tip 2: Publish one 800-word thought leadership article per month. Post it on LinkedIn, your company blog, or send it as a personal newsletter. Doesn't matter where. What matters is depth. These longer pieces show journalists you can think beyond hot takes. They give reporters substance to quote and link to. And they position you as someone with real expertise, not just engagement tactics. Tip 3: Document your founder journey publicly (the messy parts included) Share the decisions you're making in real time. The regulatory hurdles. The failed pilots. The customer conversations that changed your roadmap. Journalists love founders who are transparent, not polished. Vulnerability builds trust faster than any press kit. Tip 4: Connect with hundreds of journalists and PR folks proactively, months before you need them. 100s of journalists cover climate, tech, and startups. Start building relationships now, not when you're ready to pitch. Comment on their work. Share their articles with your take. Send a DM when they publish something that resonates. Tip 5: Make it stupid-easy for them to cover you. When a journalist does check you out, they should find: • Data points they can cite • Clear founder bios with credentials • High-res photos ready to download • A media kit or one-pager on your site • Quotable soundbites in your recent posts Remove every excuse for them to pass on your story. — The reality? PR doesn't work anymore if you're starting from zero visibility. But if you've been showing up consistently, journalists will come looking for you. That's when the press release actually works. — Founders, what's one story in your industry you wish a journalist would cover right now?

This Super Bowl season, we witnessed a continued shift in advertising that goes beyond traditional norms, blending the magnetic appeal of celebrities with the authentic, relatable touch of influencers. My favorite Super Bowl ads this year? BMW Group, Mountain Dew, Squarespace, E*TRADE from Morgan Stanley, and BetMGM! Here's a deep dive into how this year's ads leveraged influencers to captivate and engage, transforming the ad landscape: 🌟 Strategic Synergy: Celebrity Meets Creator Economy - The integration of digital creators like Addison Rae with traditional celebrities in Super Bowl ads (shoutout Cardi B) is both innovative and strategic. By tapping into Addison's Gen Z stronghold for Nerds, brands showcased the power of authenticity, bridging the gap between product and consumer in a way that feels both personal and genuine. 🎥 Viral Creativity: Crafting Shareable Moments - Zach King's collaboration with PepsiCo exemplifies the viral potential of influencer partnerships. His magical, creative spin ensured the ad lived on through shares and likes, extending its lifespan far beyond a 30-second slot. 🎯 Targeted Impact: Engaging Niche Audiences - Sean Evans' unique appeal added a layer of targeted engagement to YouTube's campaign, demonstrating how influencers can draw in niche markets with precision, turning viewers into engaged community members. 🏈 Community First: Building Deeper Connections - The NFL's collaboration with creators like Jimmy Donaldson transcended traditional advertising, embedding the brand within communities, fostering a sense of belonging and loyalty that goes beyond the game. The strategic use of influencers in Super Bowl ads underscores a pivotal shift towards more nuanced, engagement-driven advertising. With #socialmedia, ads are both experience and shared, creating a ripple effect that extends a brand's reach and impact. It's not just about who's in the ad but how the ad resonates and mobilizes the audience, turning passive viewers into active participants and advocates. #marketing #superbowl #ads #creators