Confessions of a PR Chic: You Want Media Coverage? Start With the Relationship.

If I had a dollar for every time someone asked me, "How do I get in the media?" I'd probably be rich by now.

It's a question I hear from nonprofits, faith-based organizations and lifestyle brands all the time. While media coverage can increase visibility and credibility, many organizations focus on pitching before they've developed a story worth telling.

Here's the truth:

Media relations is relationship building.

During a recent conversation at NABJ Detroit's Media Access event, I was reminded that successful media outreach isn't about sending more press releases—it's about understanding your audience, telling compelling stories and building relationships with journalists before you need coverage.

One of the biggest misconceptions I see is believing that every event, program or announcement is newsworthy.

It's not.

That doesn't mean your work isn't valuable. It simply means you have to identify the story behind the work.

Before pitching the media, ask yourself:

• Why does this matter right now?

• Who is impacted?

• Why should someone outside of our organization care?

• What makes this story timely or unique?

The strongest stories often aren't about the event itself—they're about the people whose lives have been changed because of it.

Another common mistake? Reaching out to journalists only when you need something.

Media relations is exactly what its name suggests: building relationships. Follow reporters who cover your industry, engage with their work and understand the audiences they serve. When you consistently provide relevant, valuable stories, you're building trust—not just seeking attention.

As Proverbs 25:11 reminds us, "A word fitly spoken is like apples of gold in settings of silver."

As communicators, our responsibility isn't simply to share information. It's to deliver the right message, to the right audience, at the right time.

That's good storytelling.

That's good strategy.

And that's good public relations.

If your organization is making an impact but struggling to communicate its story, the challenge may not be your mission—it may be your messaging.

Sometimes you don't need another press release.

You need a communications strategy.