A reporter published a piece that immediately struck me as something that would make a good true-crime show.
I reposted the article with a comment that said exactly that, and tagged a producer I’ve worked with who does true-crime television.
Don’t know if anything will ever come of it. But the reporter got a well-deserved ego boost, and the producer knows I haven’t forgotten her and that I’m thinking about her show.
That’s the beauty of social media, particularly LinkedIn. Every interaction is an opportunity to nurture a relationship.
Another example: when a reporter whom I didn’t know shared helpful tips on pitching, I commented publicly to say the advice was solid. Then I sent him a direct message asking whether he’d be comfortable with me using his guidance as the basis for an article about pitching.
He answered that, of course, if I could glean something useful, then go for it.
Did I try to pitch him after that? Absolutely not. His beat as a journalist is way outside my beat as a PR person. I just appreciated his taking the time to give PR people good advice on pitching him.
Our paths may cross in the future, and the relationship has been established if it does. And if it doesn’t, I still enjoyed the interaction.
So what are some other good ways to engage with reporters online?
If a reporter posts a story about something I’m familiar with, I’ll add a brief comment. Maybe something amusing, but I’ll make it short and sweet.
When a reporter posted a story about how AI computing was putting huge demands on the power grid, I shot her a quick comment: “And we thought electric vehicle fleets were going to be the huge problem!”
She responded, “I know, right??” Then she gave me a little more background about what she’d learned during her reporting.
Sometimes the engagement is as simple as asking a clarifying question. That says that you’re paying attention and creates space for further dialogue.
Once you’ve shared a fun exchange like this, you have something in common. Now you can send a connection request.
That’s it. No pitching yet. You’ve made an acquaintance. You’ve had fun.
Also, reporters are more likely to connect with you if they see their colleagues in your network—especially if they cover similar beats.
Now you’re all set, so that when you eventually reach out to pitch a story idea, you’re not a stranger.
Do you have questions about PR or communications that you’d like me to address in On Background? Please feel free to email me at paul@paulgriffo.com.