Building Trust Through Targeted Press Relations

The other day I wrote about how brands need to rethink their media relations programs. Here's where I'd start, and what I've learned. Find the voices that influence the influencers. Last week at the IMM travel media conference in London, one of the world's leading travel editors mentioned that they look to trade media for their story ideas. Trade media is a perfect example of what I'm talking about here: niche, trusted, deeply read by exactly the right people. Before you go wide, understand who the core few are that shape how the influential think. Those are the relationships worth building first. Do your homework. But really do it. That means subscribing, following, reading, engaging — and doing it over time. There are no shortcuts here. You cannot decide someone is worth approaching without actually living in their world for a while. It might take months. That's ok. Find the genuine intersection. There has to be a real reason for your brand and this person to be in conversation. Not a stretch. If something in your gut says it won't work, trust that. One or two real relationships is worth more than twenty weak ties. Spar with them. Test your thinking. Debate and build on their ideas. Learn from their community. This is what separates a transactional relationship from a real one and it's what makes it possible for them to create something valuable for their readers. Treat them the way you'd treat anyone you're genuinely trying to build a relationship with. Make it worth their time in a way that respects who they are. Not a press release. Not an unsolicited send out. An experience, unique access, a conversation, a room they'd appreciate being in, something specific and considered that lets them encounter your brand on their own terms and form their own view. Play a long game. The goal is a relationship that goes in both directions. The brands that win are the ones that show up consistently, generously, and without an agenda attached to every interaction. Stop thinking about this as media relations. Use the same muscles you use when you're forming a genuine friendship: ask questions, get to know someone, build rapport, do nice things for them, be thoughtful. The brands that get this right aren't running a comms plan playbook. They're just being human.

2000: Send press release → Land Forbes feature. 2025: Send press release → Journalist skims it → Then checks your LinkedIn → Skims your company blog → Listens to your podcast clip → Scans Twitter mentions → Reads competitor coverage → Scrolls 3–6 months back on your feed → Then replies. Most climate founders still think their tech will sell itself. They write a pitch email, cross their fingers, and get ignored. But it's not 2000 anymore. Journalists aren't waiting in their inbox. And the only founders they write about? The ones who already look like the obvious voice in the space. So if you want media exposure, don't start with PR. Start with consistent content that makes you impossible to ignore. Here's how: Tip 1: Pick one platform and own it completely. For climate founders, that's LinkedIn. Post 2–3 times per week with a mix of founder lessons, industry takes, and behind-the-scenes updates. Journalists check LinkedIn first. Make sure there's substance when they do. Tip 2: Publish one 800-word thought leadership article per month. Post it on LinkedIn, your company blog, or send it as a personal newsletter. Doesn't matter where. What matters is depth. These longer pieces show journalists you can think beyond hot takes. They give reporters substance to quote and link to. And they position you as someone with real expertise, not just engagement tactics. Tip 3: Document your founder journey publicly (the messy parts included) Share the decisions you're making in real time. The regulatory hurdles. The failed pilots. The customer conversations that changed your roadmap. Journalists love founders who are transparent, not polished. Vulnerability builds trust faster than any press kit. Tip 4: Connect with hundreds of journalists and PR folks proactively, months before you need them. 100s of journalists cover climate, tech, and startups. Start building relationships now, not when you're ready to pitch. Comment on their work. Share their articles with your take. Send a DM when they publish something that resonates. Tip 5: Make it stupid-easy for them to cover you. When a journalist does check you out, they should find: • Data points they can cite • Clear founder bios with credentials • High-res photos ready to download • A media kit or one-pager on your site • Quotable soundbites in your recent posts Remove every excuse for them to pass on your story. — The reality? PR doesn't work anymore if you're starting from zero visibility. But if you've been showing up consistently, journalists will come looking for you. That's when the press release actually works. — Founders, what's one story in your industry you wish a journalist would cover right now?

PR is one of the biggest black boxes for startups and one of the most misunderstood growth levers. How do you actually get covered in outlets like TechCrunch or Forbes? When does PR make sense and when is it not? How do you build reporter relationships before you launch? This episode demystifies the PR black box ◼️ Jenny He is the Founder and General Partner at Position Ventures, an early-stage VC firm that helps startups craft strategic comms from day one. She led comms at Square, has placed hundreds of startups in top outlets, and knows exactly what makes a narrative newsworthy (you’ll learn this from her in the epi). She breaks down, step-by-step, how to nail your launch, earn credibility, and avoid the most common PR mistakes founders make. Key takeaways from the conversation: 1️⃣ PR is about distribution with credibility.  Focus on getting the right message to the right people at the right time. 2️⃣ Set a clear goal before any launch.  Hiring? Fundraising? BD? Your PR approach changes depending on what outcome you're optimizing for. 3️⃣ Positioning comes before PR.  You must know your “why,” your ICP, and what makes you different or no story will land. 4️⃣ Your story is your strategy.  Reporters want memorable, emotional, founder-driven narratives. 5️⃣ Not all news is newsworthy.  A good story is: (1) timely, (2) impactful, (3) relevant to the outlet’s audience. 6️⃣ Match your story to the right outlet.  If your product sells to dentists, TechCrunch may not be where your audience is. 7️⃣ Warm relationships win pitches.  Build trust with reporters before you need them. Offer data, connect dots, be useful. 8️⃣ Exclusives are common (and often expected).  Many top reporters won’t take your story unless they get it first. 9️⃣ An interview isn’t a guarantee.  You still need to nail the call with crisp soundbites and a clear, compelling arc. Otherwise, it may not get published. 🔟 Success = the right message, in the right outlet, reaching the right people.  Define this before you ever hit send. -- 🎧 Tune in and subscribe on YouTube, Apple, Spotify or wherever you like to listen by searching "The GTMnow Podcast." 💡 GTMnow is the media brand of VC firm, GTMfund. Build, scale and invest with the best minds in tech.

The golden rule of media relations: make it easy for a journalist to say yes. It sounds simple, but too often, the basics get missed. If you want coverage that cuts through, don’t put friction in the way of a journalist doing their job. ✅ Make sure your angle is topical, newsworthy and relevant to their audience, not just important to your business. ✅ Check spelling, facts, links, and names. Typos and broken links are an instant frustration. ✅ Keep it concise. Journalists don’t want three pages of filler; they want the hook fast. ✅ Always include contact details on every press release and pitch. ✅ Ensure spokespeople are ready. Anticipate likely questions, have insightful and memorable quotes, and make sure you’re available following dispatch, not next week or month. ✅ Provide good quality headshots, photography, and B-roll, don’t make the newsroom chase you for assets. ✅ Time your announcement to the news cycle, don’t drop it Friday at 5pm and expect magic. ✅ Don’t use embargoes unless there’s a very good reason. Good media relations is about removing obstacles. Journalists are time-poor, flooded in pitches, under constant pressure and tight deadlines.  If you respect that, you’ll not only get coverage, but you’ll also build trust and better long-term engagement. PR isn’t about spraying and praying and pushing harder. It’s about making it effortless for a journalist to say: “Yes, I’ll run this story.” #PR #media #journalism #Australia #marketing #brand #spokesperson #business #company #organisation

"Send it to the media," he said... And I panicked. There I was, urgently needing to push some publications to the press. My boss casually says, “Just send it to the media.” 😳 I was ready to argue: “But sir, we’re still waiting on approval!” He gave me that seasoned, all-knowing look and said, “No worries, we’ve built trust with the media over time. Just send it; they’ll disseminate it, and we’ll sort out the rest later.” Fast forward 2 hours... 💥 Bam! Every major news outlet was running our story, and I thought, “Wow, the power of a strong media relationship is REAL.” This experience reinforced something I’ve always known: Building trust with media practitioners is GOLD. It’s not built overnight; it’s the result of consistent, genuine effort. 💡 Perks of Building Trust with Media Practitioners: 1️⃣ Crisis? No Problem. A strong media relationship helps you control the narrative when things go wrong (and avoid a media storm). 🌩️ 2️⃣ Positive Vibes Only. Good relationships = positive coverage. Who wouldn’t want that brand boost? 3️⃣ Stay Ahead of the Scoop. Media professionals provide valuable insights, trends, and scoops to keep you ahead in your industry. How do you build a relationship with the media? 1️⃣ Don’t just call in a crisis! The media isn’t your 911 hotline. Build trust through regular check-ins. The better they know you, the better they’ll tell your story. 2️⃣ 8 out of 10 professionals forget this: HONESTY. Transparency is your best PR strategy. Trust grows when you’re open—even when the news isn’t all sunshine. 🌦️ 3️⃣ Build personal connections. Relationships aren’t built on press releases or news stories. They’re built through personal interactions, attending events, and being a consistent part of their world. I know it sounds like a lot of work, but trust me, over time, it pays off! ☕✨ Here’s the truth: Good media relationships aren’t just good PR; they’re an investment in your corporate communications. 💼 👉 Take action today! Invest in your media relationships, and watch how trust, credibility, and your company’s reputation grow. 🎯

In a new Muck Rack report, 81% of journalists say they're more likely to open pitches from contacts they've already built relationships with. At face value, this can easily be misconstrued. In new biz calls, we’re often asked “who do you know at X publication” or “what reporters are your friendlies in Y vertical.” It’s a fair question, but it doesn’t tell the whole story. Having relationships in the media won’t get you a published article. It makes it more likely that you’ll get an open and a response, but no journalist worth pitching is going to drop their integrity just to be your buddy and do you a favor. In an AI world, this is a good reminder that one of PR’s biggest competitive advantages is still being human. AI can do a lot of things, but it cannot replicate trust or genuine relationships. Especially as journalists report receiving more AI-generated pitches than ever, it’s important to remember that the best coverage doesn’t come from sending more emails, it comes from building real relationships, understanding what journalists and their audience care about, and showing up with stories that are actually worth telling. Technology can help speed up that process but authenticity is what opens the door.

One of the best pieces of advice I ever received during my career in publicity: Treat your media relationships as equally—if not more—important than your client relationships. Early in my career, like many publicists, my primary focus was on the clients—delivering results, managing expectations, and making sure their campaigns were running smoothly. And while that’s still critically important, one of the biggest mindset shifts for me came when a colleague instilled this invaluable piece of advice: 𝑇ℎ𝑒 𝑝𝑟𝑜𝑑𝑢𝑐𝑒𝑟𝑠, 𝑒𝑑𝑖𝑡𝑜𝑟𝑠, 𝑎𝑛𝑑 𝑤𝑟𝑖𝑡𝑒𝑟𝑠 𝑦𝑜𝑢’𝑟𝑒 𝑝𝑖𝑡𝑐ℎ𝑖𝑛𝑔 𝑎𝑟𝑒 𝑝𝑒𝑜𝑝𝑙𝑒, 𝑡𝑜𝑜—𝑎𝑛𝑑 𝑦𝑜𝑢𝑟 𝑟𝑒𝑙𝑎𝑡𝑖𝑜𝑛𝑠ℎ𝑖𝑝𝑠 𝑤𝑖𝑡ℎ 𝑡ℎ𝑒𝑚 𝑎𝑟𝑒 𝑡ℎ𝑒 𝑓𝑜𝑢𝑛𝑑𝑎𝑡𝑖𝑜𝑛 𝑜𝑓 𝑦𝑜𝑢𝑟 𝑠𝑢𝑐𝑐𝑒𝑠𝑠. It sounds obvious in hindsight, but the impact of genuinely prioritizing those relationships has been profound. It’s about seeing the human on the other side of the email. Knowing more than just their job title or the outlet they work for. It’s understanding their passions, their quirks, and even the little things that make them tick. I’ve seen this in action countless times. For example, a member of our team, Joelle Speranza, is incredible at building these connections. She’ll know if one of her contacts is passionate about rescuing dogs or how their kids are navigating back-to-school. She remembers the small details that make her interactions personal and meaningful. There’s a world of difference between a “Rolodex relationship” and a genuine one. Why does this matter? Because when you build authentic connections, you create trust and collaboration. And when you have trust with a producer, editor, or writer, it’s not just about the pitch—it’s about the partnership. Here’s the truth: 💡 Clients may come and go, but strong media relationships are irreplaceable. 💡 Producers at TODAY or editors at a major publication are in limited supply. Respecting and valuing those relationships can make or break your ability to deliver results. I’ve also seen how small, thoughtful gestures can make a big impact. Writing handwritten thank-you notes to contacts who went the extra mile on a story, taking time to ask about their interests—these things matter. It’s a mindset shift I wish I’d embraced even earlier. And it’s one of the best pieces of advice I can share with any publicist or professional navigating a relationship-driven field. Your success isn’t just about what you can offer your clients—it’s about the trust and respect you build with the people who help you deliver. #Marketing #Author #Publishing #Leadership #Media

“If we hire you now, can you get us in TechCrunch next week?” I get that question a lot. But PR, at its best, isn’t transactional. It’s a strategic partnership. Truth is, meaningful coverage isn’t bought—it’s built. And the firms that promise splashy placements in week one are chasing vanity, not value. The first 90 days of any great PR engagement aren’t about headlines. And sure, we *have* gotten clients into TechCrunch and the NYT in month one because we’re *always* looking for placement opportunities. But more often than not, it just… takes longer. Which is fine. PR is about building the foundation for sustained credibility, market differentiation, and long-term visibility. Here’s what that actually looks like: • Month 1: We go deep—on your story, your product, your market, and what actually makes you worthy of coverage. It’s positioning work: we uncover narratives that connect business traction to media relevance. • Month 2: We begin outreach—not with mass press releases, but with a targeted strategy. We craft thoughtful op-eds, engage in smart thought leadership, and pitch angles reporters want to cover, not because we know them, but because the story works. • Month 3: We execute—and the coverage starts landing. Not once. Not a fluke. But repeated hits in publications like TechCrunch, VentureBeat, and Forbes. Because we did the work upfront. This is how we helped a client go from seed to Series B ($50M raised), generating over 500 pieces of ROI-driven coverage in 2.5 years. It wasn’t luck, name-dropping, or media favors. It happened through relentless clarity, strategic positioning, and playing the long game. If you want “fast” press, you’ll find plenty of firms that will promise that. But if you want durable visibility that compounds—my DMs are open.