Communicators often talk about ROI as a way to illustrate the value of their work. However, some of the most meaningful returns come from something less tangible (and more powerful): strong, trusted relationships with journalists. Taking the time to understand how reporters work, what they need and the challenges they face can lead to more comprehensive storytelling and stronger outcomes for clients.
Elmore’s Jennifer Jordan, project director and senior communications strategist, and Kristy Callaway, communications strategist and former reporter, share practical ways to build those relationships and why this investment in people pays off.
Great coverage starts with great context.
In a fast-paced environment where reporters are covering broad beats, the hardest stories for anyone to get right are the ones lacking context.
Communicators can add real value by clearly explaining what matters, why it matters now, and how it fits into the bigger picture. When that framing is built into initial outreach, it gives reporters more to work with and leads to stronger, more accurate stories.
Professionalism builds trust over time.
Credibility goes a long way. When a reporter recognizes your name and knows you’ll be responsive, clear and helpful, it increases the likelihood of coverage.
Every interaction is a chance to build trust, especially when a reporter is working on a deadline. Providing timely, relevant information in a reporter’s preferred format shows respect for their process and strengthens the relationship over time.
Be a resource, not just a source.
The most effective communicators don’t only reach out when they have a story to pitch. They become valuable resources.
Even when there isn’t an active story to pitch, taking the time to keep your organization’s experts visible through introductions, quick check-ins or informal conversations builds familiarity and keeps them top of mind for future coverage. Reporters are more likely to turn to those they trust when they need insight, sources or expertise.
Consistency creates long-term value.
Impactful ROI isn’t necessarily found in a single headline, but in consistency and accuracy in how a client is represented over time.
As reporters grow more familiar with an organization, their coverage becomes more nuanced and informed. That depth benefits both the reporter and the client.
Strong partnerships deliver lasting impact.
Working with a communications team that prioritizes these relationships makes a difference. Established trust with media helps ensure stories are accurate from the start, reducing the need to react, clarify or course correct after a public narrative about your organization has taken shape.
Building those relationships takes time, empathy and consistency. Elmore has spent more than 30 years doing just that, helping our clients show up clearly, credibly and confidently. Contact us to learn how we can help you, too.
