3 Things That Will Instantly Kill Your Rapport With A Reporter

Trust. That’s what every meaningful relationship is built upon. In order for a relationship to flourish, both parties must trust each other. This is especially true in media relations. Building relationships with reporters takes time. You have to earn the reporter’s trust (and vice versa), and that takes time. And just as with any other relationship, all of that trust can be lost in an instant should you make a mistake. Once that trust is gone, getting it back is all the more difficult.

So, the key is to avoid destroying that trust with a reporter in the first place. You can do that by avoiding these 3 mistakes:


  1. Missing a deadline—If you promise a reporter you’re going to deliver something (information, photos for a story, etc.), you’d better deliver it when you promised you would. If you miss your deadline, you could cause the reporter to miss his or her deadline. And that’s something they won’t easily forgive you for doing.
  2. Being unresponsive—If you don’t answer the phone when a reporter calls or respond to his or her emails, you’ll instantly be seen as unreliable. Why would any reporter want to use you as a source if they don’t know whether or not you’ll be there for them when they need you?
  3. Being unprepared for questions—When you pitch reporters, you’d better be prepared to answer any questions they might have for you. If you don’t have the answers they’re looking for, they’ll likely skip over your story and move on to something else, seeing you as unprepared and unreliable.


What are some other mistakes PR pros make that can kill rapport with reporters? Share your thoughts by commenting below.

This article is written by Mickie Kennedy, founder of eReleases (, the online leader in affordable press release distribution. Download your free copy of 7 Cheap PR Tactics for Success in Any Economy here:

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