Once you find these sources you can subscribe to them via RSS feed, newsletter, or get alerts by other means. Don’t waste their time harassing them with long pitches or begging them to establish these great relationships where you braid each other’s hair and gab about American Idol.
And of course, you can also show your support for the writer’s content by sharing it (as appropriate) through your social distribution channels and by email. Chances are they’re chasing another deadline and don’t have the time.
This doesn’t mean pushing an irrelevant pitch with the pretense of “help.” As a PR practitioner you have resources at your disposal.
Sally Falkow of meritus media says that a frequent insight from journalists is that they would like PR practitioners to interact with them on social first before moving on to other platforms.
Heather Baker of Top Line Communications says that email isn’t the ideal platform to perpetuate a relationship with journalists: Although many PR practitioners are understandably sensitive about journalist’s schedules, some of the most important relationships grow through face-to-face interaction.
Another caution that many journalists share is to contact them on the proper platform.
For example, Facebook is rarely seen as an appropriate social network to contact journalists but Twitter, Linked In and Google may be.
At most, you might be able to snag a coffee with them sometime, but don’t set high expectations.” This is an important perspective about Slow PR: without anything relevant to pitch, a PR practitioner is not explicitly useful to a journalist.
Similar to a first date, PR practitioners need to be cognizant of a journalist’s time and of their preferences.
The difference being that you are reacting to the needs of a journalist rather than pitching a specific PR story.
The key to this is intent: trying to fit an incongruent point of view into a journalist’s story isn’t useful.
There is a lot of noise, and most of it is irrelevant to the topics that each journalist covers.
One of the easiest things to do is to become a fan of relevant journalists first.
Also note that print journalists also tend to have digital responsibilities, have personal blogs, and may write short or long form on social networks (examples of long-form being Google or Linked In).