In Part One of my series “Why Nurturing Your Network Matters,” I talked about nurturing various aspects of the network that include former colleagues, business contacts, old classmates, or even longtime friends who’ve followed your professional journey. 

For many Florida PR professionals, media relationships are the most impactful and organic to cultivate. Media partners matter, and that’s where the real power of nurturing your network and practicing thoughtful, consistent relationship-building comes into play. This is worth repeating: It’s not about collecting names, it’s about developing genuine connections, building trust, and creating a community of mutual support. It’s about being human. 

Why be concerned about media relationships?

Human Touch Matters

We live in a world that has become impersonal, especially as more people depend on AI and getting things done fast, faster, fastest. However, the human touch is the sauce that adds credibility and understanding. Members of our firm recently attended PRSA Greater Fort Lauderdale’s Meet the Media event, where this was the sentinment of most of the journalists on the panel. 

Strong media relationships don’t happen overnight. They’re built on trust, consistency, and a respect for the reporter’s role in telling accurate stories. For an organization, learning how to connect with the media is not just about getting coverage – it’s about creating long-term partnerships.

Protect Credibility

Developing relationships is how we establish and protect our credibility by demonstrating to media members that we have sound news judgment and understand each reporter and publication’s beat. Take the time to read their articles, follow them on social media, and understand the stories they cover. Tailoring your outreach with the reporter’s interests and expertise shows your are not using the “Send to All” approach. 

Media relations is about relationships, not transactions. Over time, these practices ensure you’re not just another pitch in an inbox – but a reliable, go-to source journalists know they can count on.

Many of our experienced Florida digital marketing, media relations and social media team at BoardroomPR come from TV and print journalism backgrounds and can show you how to use our network to help build your company’s future. Contact us to learn more at (954) 370-8999.

Diana Mellion

PR Specialist