How to Build Real Relationships With Journalists and Creators

A founder’s guide to building meaningful connections with media pros and creators—without sounding like a PR robot

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In an era where inboxes are swamped and attention spans are short, startup founders and solo entrepreneurs face a harsh reality: shouting louder doesn’t get you coverage—it just gets you ignored.

Mass-blasted press releases? They're the spam folder’s favorite snack. What actually works is targeted, thoughtful outreach that respects the person on the other end of the email.

This article outlines how to build genuine relationships with journalists, creators, and podcast hosts, while staying aligned with your brand’s story. Because let’s be honest—if your media pitch feels like a cold LinkedIn DM, it’s not doing you any favors.

The Modern PR Rolodex Starts With Research

Building a “PR Rolodex” is less about collecting emails and more about understanding who covers what—and why. Most journalists have specific beats (industry focuses), and creators tend to favor recurring themes or formats.

Tools like Muck Rack and Hunter.io can help you find journalist contact info, while platforms like Podchaser and Rephonic are great for identifying relevant podcast hosts.

PR Rolodex Template

Name	Outlet/Platform	Topic Focus	Recent Coverage	Contact Info	Preferred Pitch Style
Jane Doe	TechCrunch	AI Startups	Series A rounds	jane@techcrunch.com	Short email, bullet points

According to a 2023 Cision report, only 7% of journalists find press releases “very useful.” Over 65% prefer personalized pitches that reflect their beat and past stories.

And here’s a kicker: A BuzzSumo study found that over 80% of press releases are ignored, largely due to irrelevance and poor formatting.

The One-Email Pitch Structure That Gets Read

Journalists are busy. Your email needs to:

1. Show you’ve read their work.

2. Pitch a relevant story, not just a product.

3. Be brief and scannable.

Here’s a basic template that works:

Subject: Quick idea for your AI beat

Hi [First Name],

I enjoyed your piece on AI funding trends last month—especially the part about early-stage valuation pressure. I’m the founder of [Your Startup], and we’re seeing similar patterns among our beta users in health tech.

If you’re working on a follow-up or interested in a fresh angle, I’d be happy to share what we’re seeing—and intro you to one of our pilot customers.

Let me know if that’s helpful.

– [Your Name]

[Contact Info]

[LinkedIn / Website]

Tip: If you’re not quite ready to pitch, start with warm outreach—share a story, comment on a post, or tag the journalist when sharing their article on LinkedIn.

Know the Difference Between Journalists and Creators

Journalists want newsworthy angles: data, controversy, or trends.

Creators want resonance: personal stories, humor, or transformation.

If you’re targeting a YouTuber or podcaster, consider how your story helps their content succeed. Would you make a great guest? Can you offer visual assets or audience value?

Use the YouTube Keyword Tool or Podscribe.ai to spot trending themes and craft relevant pitches.

Track Beats, Not Just Names

Don’t just look for “tech reporters.” Go deeper. Are they covering enterprise AI or consumer gadgets? Use Google News alerts, Twitter (X), and LinkedIn to stay informed.

Bookmark journalists' bylines, and track which types of stories each editor assigns. Pitches that fit the ongoing editorial thread have 3x the success rate, according to Prowly’s PR Stats 2024.

When and How to Follow Up (Without Being a Nuisance)

Best practice: wait 3–5 business days. Keep it polite:

“Just following up in case this slipped through. Still happy to be a resource if you’re working on something similar.”

Don’t overthink it. One follow-up is fine. Two is pushing it. Three is how you get filtered for eternity.

Templates for Every Stage

Stage	Use Case	Template Type
Cold Pitch	Reaching out for the first time	Short, story-led pitch
Warm Outreach	Engaging after a LinkedIn comment or email thread	Share an insight or ask a question
Follow-Up	After no response	Brief reminder and reaffirmed value
Creator Pitch	YouTube/Podcast	Show how your story helps their audience

Final Thought

Building relationships with media isn’t about shouting louder. It’s about showing up, doing your homework, and being of service. Or as former Inc. editor Burt Helm put it:

“Journalists don’t want your pitch. They want your help telling a good story.”

Focus on being that kind of help—and you'll stand out.

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Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.

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