One thing I found helpful after dealing with many difficult journalists at product launches at Microsoft was to treat journalists as your clients. Often times, you come prepared to deliver your message, yet you need to meet the journalist where he (or she) is. Be a great LISTENER: what is their goal? how much do they understand about you/your product? Without being demeaning, pretend you're a teacher and they're the student. Use psychology. Pause to think. Rephrase their question when applicable. Basically, make it a mutually beneficial conversation; do NOT regorgitate your script. The journalist is human and needs to feel heard. Build a connection.

Start by researching the journalist's writing styles, interests, and past work. Adapt your communication to match theirs; if they prefer short, sharp information, be brief and direct. Phone, text, email, face to face? Personalise your interactions by tailoring pitches and responses to their specific interests. Always be responsive and reliable, providing accurate information quickly to meet deadlines. Understand how a newsroom works and research the news day! Don't call at the wrong time. By understanding and adapting to each journalist’s unique style and time pressures, you can build stronger, more productive, and mutually beneficial relationships.

La forma en la que me comunico va desde mis propias experiencias de vida, con ello pongo de manifiesto los alcances que he tenido en lo personal y quedo absolutamente agradecida cuando impacto a alguien más, cuando les resuena lo mismo que a mí.

Empathy is the key. Different journalists have differing needs and styles and also use different approaches based on the story they are writing. So trying to attune with them is essential. It is important to put yourself in their shoes and support them to deliver. That way they will also be supportive when you need them. A win-win relationship with journalists is always the best.

Read through their articles and stories done. Get a sense of their writing style. Understand the format of the article they cover. Without doing all of this homework, it will be waste of time to pitch for any story or even a slighted attempt of connecting with the journalist. Journalist appreciates a lot, if the pitch has been been tailor made, as per the writing style. This also helps in creating a long term connection with the journalist.

Connecting with diverse journalists requires adaptability and a tailored approach. Start by understanding their preferred communication channels—some prefer email for clarity, while others may appreciate a quick phone call or a casual DM on social media. Respect their time by being concise and providing all necessary information upfront, especially when deadlines are tight. Show genuine interest in their work by referencing past articles or aligning your pitch with their focus area. Active listening and clear follow-ups demonstrate professionalism and build trust, ensuring stronger relationships regardless of their communication style.

Sometimes it’s as simple as asking the journalist in your initial interaction: “What’s the best way to keep in touch with you?” And when you know, respect that and adapt to each journalist’s preference.