by Molly George
PR is, first and foremost, a relationships business. In an era of instant gratification, it’s easy to expect PR to deliver overnight success: land a big hit, trend for a day, and move on to the next pitch. But great PR – the kind that builds lasting brand equity – isn’t about chasing quick wins. It’s about building momentum.
That requires strong relationships between PR teams, our clients, and the media. This kind of trust can’t be built overnight. However, by prioritizing these relationships and knowing that thoughtful investments here can drive results, we can deliver on excellent client service and media wins in tandem.
The companies that have worked with Kickstand for 5+ years understand this firsthand. They’ve not only seen results, but they’ve reaped the real benefits of sustained, strategic PR. That means getting and staying on the media’s radar. And in today’s ever-evolving media landscape, that consistency is what moves the needle.
The challenge lies in staying patient and focusing on the bigger picture. PR teams should constantly be asking themselves: how can we lay the groundwork for ongoing, long-term success? How do we foster a spirit of collaboration with our clients and media friendlies?
Here’s how we do it at Kickstand.
Client relationships are a marathon, not a sprint
PR is a long game, which means we need time to build trust and rapport with clients. A stellar PR program isn’t made up of press releases and pitches, but rather a keen understanding of a client’s brand and their unique needs. This means taking the time to become a strategic partner instead of just a service provider.
We get to know our clients’ business inside and out. What’s their growth strategy? How has their industry evolved over the years, and where is it headed? What nuances do we need to be aware of and incorporate into our PR strategy? All of this contributes to our ability to provide as much value as possible.
Beyond this, we know it’s critical to avoid viewing our relationships with clients (or media for that matter – more on that later) as transactional. We are real people working with real people, so we’re constantly on the lookout for opportunities to add a human touch to our client services. Sometimes it’s as simple as celebrating small wins to keep morale high or sending a gift basket for a client contact’s birthday. In today’s AI-powered world, people are hungry for human connection and interaction – so we use that to our advantage!
Showing up for our clients in small ways, even if it’s asking them about an upcoming vacation or swapping pet photos, can go a long way. It helps us lay a foundation of trust that carries our programs through the highs and lows of media wins, potential crises, and contract renewals.
Actionable tips:
- Set realistic expectations and communicate transparently. Make sure your clients are aligned on timelines, challenges, and the iterative nature of media coverage.
- Keep clients informed with regular updates, even when there’s no major news. Giving them insights into how you’re building momentum will foster patience and confidence on both sides.
- Get creative with your integrated approach to PR. Build up their executive social presence and/or suggest a research campaign for a fresh outlook on industry trends.
We’re a media resource, not a pitch machine
Reporters are bombarded with pitches on a daily basis. We know that being just another generic message in their inbox won’t do our clients (or our KPIs) any favors. Before we hit send, we make sure we know their beat inside and out. Is this pitch relevant to their interests? Are we offering them a compelling story, or just firing off press releases?
Not every pitch will land, and that’s okay. Even if a reporter writes back and says, “No, thank you,” that’s still an opportunity to keep the dialogue going. We typically ask them for feedback to adjust our approach and win them over next time, or connect them with another client who might be a better fit for their story. We often go the extra mile and invite them for a coffee chat so we can get to know what they’re passionate about.
Putting in the effort to foster genuine connections outside of our pitching efforts helps us stick out in a reporter’s mind as a team they can turn to when they need a credible source. After all, reporters are people too. Engaging with them outside of our own needs (e.g. engaging with their content on social media, commenting on and resharing their articles) helps take the relationship from transactional to trusted contact.
Actionable tips:
- Be politely persistent. If you haven’t heard back from a reporter, don’t harass them for an answer. There’s a difference between thoughtful follow-ups and pestering a potential resource.
- Personalize every interaction. Your pitches should be tailored to a reporter’s specific beat, so avoid mass emails and generic language. Look into their past work and reference it in your outreach.
- If they say no, don’t push back. Acknowledge their feedback, thank them for their time, and ask what types of stories they’re looking for in the future.
Patience is a virtue
Every relationship requires patience – especially in the world of PR. It takes time to build meaningful connections with clients and understand their unique needs, behaviors, and brand identity. The same goes for media; nurturing those long-term relationships can lead to more impactful and organic coverage, maybe even on a recurring basis.
Today’s media landscape is in constant flux: what worked last year (or even last quarter) may no longer be relevant. That’s why patience is key. Great PR isn’t formulaic. It needs an ongoing, customized approach that can only be developed through deep, mutual partnerships.
If you’re ready for a commitment that will stand the test of time, connect with Kickstand today!
