Building Respondents in 2023 were Making contact only when necessary asked about the best ways for PR was found to be preferred over regular professional professionals to build a strong working contact via email or phone. relationships relationship with journalists. Providing story or interview exclusives and with PR sending personalised story pitches were the top two ways, preferred by 62% and 61% of journalists respectively. This was followed by sending press releases, one of the best ways to build a strong professional relationship according to 48% of respondents. PR who are familiar with a person’s work, or an outlet’s specific tone and coverage area, will have more success and foster better connections with journalists. What is major news in your niche is There is a 昀椀ne line between enough/ often completely irrelevant to the rest too much contact. Trusted PR folks of my audience. are invaluable. Medianet 2024 Australian Media Landscape Report 97