People Over Pitches: It’s Media Relations for a Reason

“PR is all about people and relationships.” 

I’ve heard Mark Weinstein, executive director of public relations at Cedarville University and PRSA East Central District Chair, say this mantra countless times — and with good reason. It’s a fundamental, timeless and highly effective approach to our profession.

After all, we don’t call our industry “Public Transactions” or “Public Only My Needs Matter.” Of course not! As professionals, we are always thinking about our core audience(s) and ensuring that our communications are tailored to their needs and pain points. 

So why should media transactions relations be any different? 

In this age of efficiency, fueled in large part by the rise of AI and widespread layoffs in journalism, it’s more important than ever to put the relations back into media relations. Not because we need something from reporters. But because we can, and because we care.

The good news? The skills that make you effective in media and public relations also make you a stronger leader. With each interaction, you have the chance to practice both.

Show up when you don’t need anything.

Share relevant industry news, congratulate a journalist on a story that had nothing to do with your employer or comment on their work in a meaningful way — without sliding in your own agenda. When you see them out in the community, don’t talk about work. Ask about the dog they’re walking, their favorite drink at the coffee shop or what fun plans they have this weekend. 

Journalists aren’t story machines. They’re humans with friends, families and personal interests. When you discover common ground outside of work, the relationship naturally expands beyond the pitch. 

For example, during casual conversation, an editor once mentioned her son. We realized we both had only children, and both boys were LEGO-obsessed at the time. We’d check in on each other’s kids’ milestones, big and small. Because we understood and respected ethical boundaries, she upheld journalistic standards, and I never crossed the line regarding coverage.

However, when I did pitch her with relevant story ideas, I could genuinely personalize my outreach. Later, when she transitioned out of journalism, she gave me a warm handoff to a colleague, and our professional connection grew into an enduring friendship. 

Leadership lesson: Active listening, building trust and showing empathy aren’t just the hallmarks of a good PR pro. They’re also the cornerstones of effective leadership.

Be a resource, not just a representative.

Offer insights, data or background context that can help journalists do their job, even if it’s not directly about your client or company.

Recently, a Wall Street Journal reporter I’ve known for about 10 years reached out for potential interview subjects. We hadn’t worked together in a while, but she knew my network might yield the voices she needed.

That same afternoon, I began making connections — not because there was something in it for me, but because our relationship matters, and I believed the story could genuinely help the people I connected her with.

What’s in it for me? Living in alignment with my core values, which include trust and relationships. I’m honored she reached out, and I want to invest in our connection with no expectation beyond paying it forward. People remember when you help them — often longer than you realize. Living in alignment with our values is something I work on with leaders every day, and it’s just as relevant in media relations. When your values guide your actions, it shows.

Leadership lesson: Leaders who act from a place of service — without any expectation of return — build deeper trust and influence, both inside and outside their organizations.

Focus on connection, not transaction.

More than one-third (36%) of PR professionals say they have only worked with a few of the reporters they regularly pitch, according to Muck Rack’s “State of PR 2025” report. Another 31% said they only knew about half.

Sometimes this is unavoidable. Turnover is constant, especially at the local level and, occasionally, we pitch outlets we rarely work with. 

However, I’ve often seen people overlook the opportunity to ask questions beyond “what’s your deadline?” As PR pros, we should connect with journalists as people, not just as gatekeepers. No one likes to feel used.

One easy way to foster connection? Host or attend a media panel through your local PRSA Chapter. In PRSA’s Thoroughbred Chapter, it’s consistently our best-attended regular meeting. Members value the chance to engage with reporters in a casual setting, and journalists appreciate the opportunity to share how PR pros can work with them more effectively. (Side note: We often see a membership bump after these events because of their high value.)

Leadership lesson: Shifting your mindset from “What can I get?” to “How can I connect?” is a proven way to strengthen relationships, elevate results and lead with impact.

Embrace relationships to elevate results.

Media relations is more than a job function. It’s a reflection of who we are as communicators and leaders. When we prioritize relationships by approaching journalists as whole people, showing up without an agenda and investing in trust for the long term, we elevate our results and our profession.