The Importance of Introductory Meetings

Why is it important to establish relationships with reporters?

Building rapport and relationships with key reporters is one of the best things a business can do to develop brand awareness and build credibility. It is important for executives of a company to learn how to work with reporters effectively, especially because oftentimes, reporters have specific needs and tight deadlines to complete their stories. When working on a tight deadline, reporters tend to request interviews with sources they have worked with in the past.

There are several strategies executives and companies can use to develop relationships with reporters. One of the most successful strategies is to request an introductory meeting. Whether it’s lunch, coffee or just a phone conversation, introductory meetings help lay the groundwork for a relationship between you and the reporter. Most journalists get hundreds of emails a day, and meeting the reporter you are pitching sets you apart because it puts a face with the email.

An introductory meeting with a reporter who covers your industry results in many benefits, including a positive relationship with the reporter, giving you the opportunity to be an important source and increases your company’s awareness.

It can help you develop a strong rapport: Reporters generally have limited time to find an expert source for a story, and they tend to go to trusted sources. By introducing yourself to a journalist and demonstrating that you are an expert in the field they cover, you have the opportunity to become a valuable source for that reporter. When meeting with a reporter, make sure you offer information on trends in your industry, including data and statistics, to demonstrate you are familiar with current issues and a thought leader in the field. This will help boost your credibility and the reporter will appreciate the time you spent researching and collecting information relevant to their beat.

It is an opportunity to learn about the reporter: Reporters get spammed with irrelevant pitches all day. An introductory meeting not only offers you a chance to introduce your business to the reporter, but it also allows the reporter to introduce his to you. Use this time to learn the reporter’s preferences, including preferred method of contact, typical deadlines, key words they look for in a pitch or subject line, and you can suggest some story ideas to find out what is most interesting to them. Before you attend this meeting, you should do some research on the reporter. Aside from already knowing his or her beat, familiarize yourself with their most recent articles and writing style.

It allows you to keep in touch: Even if you do not have current updates or trends about your industry to discuss, you can check in with reporters to see what they are writing. You may be pleasantly surprised and earn some ink out of it. Staying in touch shows that you have a genuine interest in what they are covering, and this in turn makes them more inclined to call you as a source. Don’t be afraid to drop them a note commenting on recent articles. It’s okay to compliment reporters when they write an accurate and thorough story, and they appreciate when their story sparks a discussion.

Many times people are busy doing their job that they forget the importance of building and maintaining positive relationships with reporters. Time is a precious commodity, but investing a piece of your time in establishing these relationships will help promote you and your business, and can gain you positive media exposure. To start, all it takes is an invitation and a few minutes of your time.

---

This post was written by Michelle Fonticiella, the Latin America media specialist at Thorp & Company, specializing in the Hispanic market in both the U.S. and Latin America. Her role with Thorp & Company is to provide public relations counsel and service to suit each client’s individual needs. Michelle has successfully secured and coordinated media interviews with Spanish-speaking media giants, including Univisión Network, TeleFutura Network, Galavisión, Univisión Radio and El Nuevo Herald. She has worked with well-known Spanish-language magazines and newspapers in Latin American cities, including El Nuevo Constructor, El Mercurio and El Norte.