Lessons from a former Forbes journalist: Nurturing the media connection—building bonds between PR consultants and journalists

By Andrea Gläsemann

You know what? I love to dance. Sometimes, I even stand in front of the mirror in my apartment, turn up the music really loud, and let loose. However, it doesn't work as well with Latin American dances, like tango. Oh, how I love that dance! But as the saying goes, "It takes two to tango." And that actually brings us to a completely different topic…

When I was still working as a journalist, I received numerous emails and calls from comms professionals, like PR consultants, who completely missed the mark on my topics and failed to understand the essence of Forbes. There was even one PR consultant who persistently made efforts, yet in each call, only suggested topics that were completely irrelevant to me. Miscommunication, unmet expectations, and frustration slowly eroded my patience and eventually, I stopped responding to his calls altogether. I had hoped that the consultant would have been better informed about Forbes and my work, as that would have prevented pitching unsuitable topics.

So here we are… I’m Andrea, former Forbes journalist, current Laika Space Dog, and I’m happy to share with you a new installment of my column, “Lessons from a Forbes Journalist.” In this installment, we will take a look at how to build and strengthen bonds between PR consultants and journalists. Enjoy!

Relationship tip 1: Open communication and collaboration

For Journalists: Journalists can contribute to a fruitful relationship by providing clear guidelines and expectations to PR consultants. By sharing their editorial calendar, preferred communication channels, and story preferences, journalists can help PR consultants better understand their needs. Providing constructive feedback on pitches and press releases can also help strengthen the collaboration. I know time is often a blocker, so an idea would be to create a monthly virtual “lunch and learn” session where PR consultants can join, and get to know the latest information about current topics. 


For PR Consultants: Open and honest communication is the cornerstone of any successful relationship. PR consultants should make an effort to understand journalists' needs, deadlines, and preferences—and adhere to it. Building a strong foundation of trust involves actively listening to journalists' feedback, being receptive to their suggestions, and tailoring pitches to align with their interests.

Relationship tip 2: Respect and professionalism

For Journalists: Treating PR consultants with respect and professionalism goes a long way in fostering a positive relationship. Promptly acknowledging pitches, even if they aren't a fit, can help maintain open lines of communication. Providing feedback and suggestions, when possible, can help PR consultants refine their approach and deliver more valuable content.


For PR Consultants: Respecting journalists' time and deadlines is crucial. PR consultants should ensure they provide accurate and reliable information promptly. Avoid bombarding journalists with irrelevant pitches or persistent follow-ups, as this can strain the relationship. Instead, focus on crafting personalized pitches that demonstrate a genuine understanding of the journalist's beat and interests.

Relationship tip 3: Building genuine connections

For Journalists: Journalists can contribute to a positive relationship by recognizing PR consultants as valuable resources. Engaging in meaningful conversations beyond the immediate need for information or a story can help build trust and rapport. By acknowledging PR consultants as experts in their field, journalists can foster a collaborative atmosphere that benefits both parties.

For PR Consultants: Investing time in building authentic relationships with journalists can yield long-term benefits. Attend industry events, conferences, and networking opportunities to meet journalists in person. Engage with them on social media platforms and share their work to demonstrate your interest and support. Taking a personal interest in their success and maintaining a friendly and approachable demeanor can strengthen the bond. But always remember to be authentic and not overload your efforts.

Maintaining a great relationship between comms professionals and journalists requires effort, understanding, and collaboration from both sides. Open communication, mutual respect, and genuine connections serve as the pillars of a strong professional bond. By implementing the relationship tips outlined above, PR consultants and journalists can work together harmoniously, ensuring a successful partnership that yields valuable media coverage and storytelling opportunities. A positive relationship between PR consultants and journalists can unlock doors to a lot of possibilities, creating a win-win scenario for everyone involved, so no one has to ‘tango’ alone.