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In PR, the to success is building strong relationships with press and videos agencies. While the old “spray and pray” strategy of firing away a press release to a list of media associates can still do the job occasionally, it could be better to take time to build rapport with reporters on a regular basis. Taking the time to connect with journalists and establishing a mutually effective romance with all of them will help to ensure that when an opportunity develops, they are prepared to support both you and your company on time.

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Finally, it’s important to keep in touch with your press contacts frequently. If you don’t, they may lose interest in your stories and move on to other sources. Whenever possible, make an effort to meet journalists face-to-face or enroll in local happenings where they’re located so as to begin building relationship. This will help to determine a more personal connection with the journalists and ultimately improve your marketing relations. The greater you put with your media contact efforts, the more they will settle for you over time.

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