Meet them, face to face, and have an open, honest and human conversation about you, the organisaiton you're working with, what you're trying to communicate, and why. Building a relationship is all about trust and putting a face to a name builds it so much faster than otherwise.

Preparation is Mandatory 1. Research the journalist: Familiarize yourself with their work, interests, and previous coverage of your organization or industry. 2. Understand their audience: Know who their readers, viewers, or listeners are, and tailor your message accordingly. 3. Prepare your key messages: Develop clear, concise, and compelling messages that address the journalist's questions and concerns. Building Rapport 1. Be courteous: Treat the journalist with respect, even if you disagree with their perspective. 2. Show genuine interest: Ask questions about their work, their interests, or their perspective on the story. 3. Find common ground: Look for areas of shared interest or concern that can help establish a connection.

Be honest. It's that simple. Spinning stories has become a relic at a time when everyone has ample information at their fingertips. Being honest means being clear with your client that a strong news hook is a necessity, not an option. And being honest also means seeing journalists for who they are: professionals interested in vital stories. As PR professionals, we are intermediaries, helping the media become aware of headline-worthy work. Honesty goes a long way in enabling clients succeed and preventing crises that are more often than not the outcome of being unwilling to face the facts. Honesty and authenticity are key and the foundation of healthy relationships with journalists of all stripes. Give honesty a try.

Turn interviews into partnerships: ask journalists what they want to explore, then co-create the story. By letting them guide parts of the narrative, you flip the dynamic from ‘pitching’ to collaborating and they’ll be more invested in making the story shine.

Journalists work under tight deadlines and extreme pressure. Make sure you have all the bases covered: what, when, where, how, and why. It’s your job to demonstrate why the information you’re sharing is newsworthy and why their audience should care.

Building rapport with skeptical journalists is like winning over a tough crowd—you need authenticity, timing, and a touch of finesse. Start by doing your homework: understand their beat, past work, and what matters to them. Be transparent and prepared; journalists can sniff out spin faster than you can say “press release.” Offer compelling, fact-based stories that resonate with their audience rather than pushing an obvious agenda. Be responsive and respectful of deadlines—it’s the little things that build trust. And don’t just show up when you need coverage; nurture the relationship with insights, exclusives, or even a simple check-in. Over time, you’ll turn skepticism into mutual respect.

All good recommendations but I think a crucial first step is missing. Is the journalist correct in their skepticism? Do you know if the company or brand needs to address any issues? If so, those internal matters must be resolved first. Once a plan is developed, you can contact the journalist, share it with them, and keep them posted on the progress made. If there are no issues to address, then it's important to know the reason behind their skepticism and provide them with data and information that addresses their concerns in a non-confrontational manner. Diplomacy is key.

Building rapport with skeptical journalists requires transparency, unique insights, and consistency. Be honest and clear in sharing information, avoiding corporate jargon or evasiveness, as this fosters trust. Offer exclusive angles, data, or access to experts that enrich their reporting and demonstrate your respect for their expertise. Finally, maintain regular, proactive communication to reinforce reliability, respecting their time and deadlines. This approach turns interactions into lasting, collaborative relationships.

Dealing with skepticism from journalists is part of the job, and it happens a lot especially from media on sensible issues. The key is transparency and trust. I focus on being honest, providing clear and accurate information. Listening is just as important, understanding their concerns helps me tailor my messaging to address them directly. It’s not about winning them over instantly, but about consistently showing credibility and respect. Over time, rapport builds naturally and creates a professional network and relationships with the media

It’s important to be as knowledgeable as possible about the issues you are responsible for and stay that way. Be aware when journalists (especially beat journalists) know more than you and when it’s time to engage your organization’s experts so you ( on behalf of your organization) can provide the best information to journalists and earn their respect and gratitude.