Building Relationships with Editors

Relationship building is critical if you want editors and journalists to think of you when they need an expert opinion or quote. After all, if they don’t know you, why would they call you? Positioning yourself as an industry expert often means setting up a series of meet-and-greet meetings with key media. But you only have a few minutes to make a first and lasting impression.

In the world of PR, there’s something called deskside briefings—short meetings, generally 15 to 20 minutes, where you meet with an editor at a newspaper or magazine to give a brief presentation or demonstration about a specific product or service you’re interested in getting ink about in the editorial pages. These meetings are a great opportunity to meet face-to-face with an editor and, in many cases, get some initial feedback.

Media deskside visits are an important tool in the communications process. Despite layoffs affecting news rooms nationwide, deskside visits are a PR tactic that should be utilized by experienced communications professionals—for this approach is not for the inexperienced or faint of heart. For many, the mere thought of arranging and actually meeting with a big time New York City-based editor (or even a VIRGO editor in Phoenix) can make them break out in cold sweats. But if prepared, this can be an exciting and pleasurable experience where you will usually leave the meeting with a quality connection or relationship.