Building Strong Media Relationships in 2025: Avoid These Common Pitfalls

Building Strong Media Relationships in 2025: Avoid These Common Pitfalls

Building Strong Media Relationships in 2025: Avoid These Common Pitfalls

In today’s fast-paced media environment, building meaningful relationships with media professionals and influencers is key to cutting through the noise and getting your story heard.

While AI tools are transforming the media landscape by analyzing data and trends, human connection remains the foundation of effective media relationships. Until AI automates expert interview selection for media platforms, human interaction remains crucial for building relationships and curating interview lineups. Although AI empowers media by analyzing data, identifying trends, transcribing interviews, and summarizing complex information, humans continue to forge connections and collaborate with experts.

Here are several missteps you can avoid in 2025. 

Ignoring the News Cycle

Rather than focusing on what you do and how great your brand is, consider where your expertise or product fits into the current news cycle. Ask yourself: Does your story align with timely events or issues? Is it newsworthy due to its relevance to local, regional, or national concerns? Positioning your story within the context of the news makes it more compelling to journalists and influencers.

Sending Blanket Emails

Mass pitches rarely get noticed. If you don’t know the person you’re pitching, think twice before wasting your time or theirs. Instead, identify 10–20 media professionals or influencers whose “beat” or passion aligns with your unique story. Craft a tailored pitch that resonates with their audience and interests.

Sharing Cluttered Information

Rather than overwhelming media contacts with links, photos, bios, and white papers, condense and simplify your information with a well-crafted Executive One Sheet. As Robin Stevens emphasized during my conversation with Martin Waxman on the DM Show LinkedIn live stream, a One Sheet outlines:

  • Your expert’s qualifications
  • Key story angles and interview topics
  • What makes your perspective unique

This concise, professional document captures attention far better than piecemeal emails. If you missed the discussion, you can watch the full stream below.

Being Inflexible

In today’s non-stop news environment, flexibility is essential. If a national story breaks and your scheduled interview gets bumped, being willing to reschedule shows professionalism and builds trust. Similarly, when a producer or reporter needs information quickly, respond promptly. The media won’t wait—keeping your promises and delivering fast makes you a reliable go-to source.

Not Adapting to Modern Interview Formats

Expand beyond interview formats of the past. Get comfortable in different interview settings. Today, you may be invited into a studio or asked to use platforms like Zoom, StreamYard, or Ecamm for live or recorded segments. Showing up with:

  • A professional background
  • Good lighting
  • Appropriate attire
  • Knowledge of how to look polished on video

...sets you apart as an expert who’s easy to work with. Producers and show coordinators value guests who are comfortable in any setting and prepared for different formats. Learn more ways to Improve Executive Presence in Your Video Frame here.

Only Reaching Out When You Need Something

Building trust with media professionals means offering value, not just pitching stories that benefit you. Share data, studies, or ideas that align with their interests, even if your brand isn’t directly included. By providing information that advances their work and fuels their passion, you stand out as a trusted resource.

As we head into 2025, these are just a few of the pitfalls to avoid when building media relationships. By focusing on relevance, personalization, flexibility, and collaboration, you can strengthen your connections and amplify your impact.

How are you building relationships with media, and what missteps do you avoid? Share your thoughts below!


Bonus: The relaunch of my LinkedIn Learning Marketing Strategy: Competitive Intelligence course is here! This newly revised course is packed with insights to help you conduct a powerful competitive analysis that uncovers your strengths, identifies opportunities, and gives your business an edge in the marketplace. 

Ready to gain your competitive edge? Check out the course today!


Justin Cox

Results-Orientated Administrator, Certified Copywriter & SEO Specialist | Resolving Complex Issues, Streamlining Processes, and Delivering Operational Excellence, While Creating High-Impact Content.

1mo

Your suggestions regarding personalised pitches, adaptability, and proactive value-adding are particularly insightful. Thank you for sharing your expertise.

Raymond Guinta

Vice President | Technical Operations | Plan Deconversion, Retirement & Benefit Estimate Departments at Mutual of America Financial Group

1mo

An informative posting and read! I always learn something new during these sessions.

To view or add a comment, sign in

More articles by Deirdre Breakenridge

Explore topics