Trust is fragile. Newsrooms are stretched thin. And the bar for pitches has never been higher. At a recent panel discussion, hosted by Hotwire with PRSA Chicago and Notified, journalists and communications leaders explored what really matters when building media relationships today. Their perspectives highlight an essential truth: public relations is not about quick wins, but about trust, authenticity, and genuine partnerships.
Drawing from their conversation and industry insight, here are key strategies PR and communications professionals can use to strengthen credibility and foster long-term trust with the media.
Build Relationships Beyond the Pitch
Effective PR isn’t simply about sending story ideas — it’s about cultivating long-term, trust-based relationships. Monica Eng of Axios Chicago notes, transparency, reliability, and consistency are non-negotiable. Journalists want partners who respect their time, understand their beat, and follow through on commitments.
We have to think relational, not transactional. It boils down to investing in partnerships that extend beyond any single pitch.
Authentic Storytelling Wins in PR
Audiences and journalists can spot corporate spin a mile away. Corli Jayy of The TRiiBE emphasized that community-driven, authentic stories resonate more deeply than polished press releases. In fact, an Emerson College study found that 75% of local news is viewed as credible and authentic, underscoring the power of grounded storytelling.
What does this mean? Prioritize authenticity over polish. The most trusted stories are rooted in real voices and communities.
Personalized Communication Matters
Outreach style matters as much as the story itself. Roula Amire of Great Place To Work reminds us that journalists are quick to dismiss generic mass pitches, especially those that feel automated or AI-generated. Instead, thoughtful, personalized outreach via email, text (for exclusives), or even phone calls demonstrate respect and intentionality.
Think quality over quantity. Tailor your outreach to the journalist and the story.
Don’t Lose the Human Touch
Technology has a role to play in research and organization, but it should never replace human connection. As panelists stressed, AI may help surface data, but it cannot replicate the intuition, effort, and authenticity required to build meaningful journalist–PR relationships.
Tools like AI will always be great to enhance efficiency, but we should never let them replace the human touch.
Back to Basics: Always Be Professional and Prepared
The “small things” aren’t always so small. The basics matter: do your homework, respond quickly, and follow through. Being flexible across channels — whether email, text, or phone — signals reliability and professionalism, qualities that strengthen relationships over time.
Preparation and professionalism are the foundations of trust.
The Big Picture
PR is ultimately about people, not just pitches. Journalists are seeking collaborators who listen, understand, and help tell meaningful stories. By prioritizing authenticity, personalization, and professionalism, PR pros can move beyond transactional pitching and build media trust that lasts.
How are you blending authenticity and trust into your media outreach? Hotwire’s PR and comms experts partner with brands to create strategies that not only resonate, but also foster lasting journalist relationships. Let’s connect and see how we can start the conversation.