Media relations can build credibility or break it. Learning from real newsroom experiences offers clear lessons on how to earn trust, share stories effectively, and avoid common PR missteps.
Your company’s public image depends heavily on strong media relations. When done right, it can spotlight positive developments, build impactful stories, and help steer you through challenging times. But when it's not handled well, the consequences can damage your credibility and make future communications more difficult. That’s why it’s helpful to examine real-world media relations — especially the approaches of professionals who regularly interact with the press.
One example comes directly from Tulsa, Oklahoma, where the Assistant News Director at KOTV "News On 6" shared his firsthand experiences with PR teams. By observing their successes and errors, we gain practical lessons that can be applied to strengthen your media communication strategy and ensure your messaging hits the right mark.
Best media relations practices
Building a trusted relationship with media outlets starts with being upfront. Honesty can make or break that relationship. In one situation, a media contact mistook the rules around video shooting permissions. Instead of doubling down or deflecting blame, the contact quickly owned the mistake, withdrew the request, and clarified the miscommunication. That transparent approach helped preserve the relationship and made future collaboration more likely.
Another valuable trait is flexibility. Media professionals often work under tight time constraints and changing conditions, so your team's ability to adjust quickly is a great asset. During one instance, a scheduled in-person interview had to be canceled by the subject on short notice. Rather than abandon the opportunity, the PR team proposed a virtual interview. That quick thinking kept the story on track and demonstrated respect for the media's time.
Adaptability ties closely to flexibility. A local fitness expert scheduled to promote adult exercises on-air was asked at the last minute to pivot toward a back-to-school angle. Without hesitation, she refocused her talking points and aligned with the programming's needs. That willingness to shift gears made her a go-to resource for future segments.
These kinds of responses send a clear message: your team is dependable and a pleasure to work with. Journalists often remember sources who make their jobs easier, which leads to more calls, more features, and more visibility for your organization.
Worst media relations practices
While strong practices foster goodwill, poor ones alienate media connections and damage your reputation. One of the bigger red flags is sending blanket calendar invites to entire newsrooms. Though it may seem like a convenient way to get the word out, this approach often leads to spam blocks and frustration. Journalists and producers are juggling packed schedules, and wasting their time with impersonal or irrelevant messages won't win you any points.
Another point of tension is pre-interview control. Teams that insist on receiving full lists of interview questions ahead of time often create unnecessary friction. While it’s understandable to want some prep time, media professionals value authenticity and spontaneity. Instead of pressing for every question in advance, request general topic areas. This keeps the communication natural and shows that your team is capable and well-versed in their subject matter.
Finally, there’s the matter of poor attention to detail, which can undo even your best efforts. Journalists regularly report receiving emails addressed to the wrong name or wrong station. This doesn’t just frustrate the recipient, it makes your outreach seem lazy and unprofessional. Being careful, checking details, and personalizing your communication go a long way in showing respect and building lasting relationships.
Lessons learned from media relations
At the core of successful media communication is trust — both in your information and your intent. Being honest when mistakes happen and staying fluid in your plans communicates that you're invested in the same goal as the media: telling a story that matters. When that trust is established, it leads to repeat coverage and stronger relationships.
On the flip side, demanding too much control, spamming inboxes, or sending out sloppy messages communicates indifference and makes it less likely your message will get coverage. Journalists don’t have time to untangle vague pitches or deal with unclear communication. Clear, respectful messaging builds bridges and opens doors for future stories.
By recognizing what helps media professionals do their jobs—and what frustrates them—you can craft a communications strategy that strengthens both your reach and your reputation.
Taking your media relations to the next level
Elevating your media relations doesn’t require a complete overhaul. Often, minor adjustments can lead to major gains. Incorporating thoughtful changes and adopting proven techniques can significantly improve your engagements. Here are a few action steps:
1. Embrace flexibility
Encourage your team to see sudden changes as opportunities to rethink and adapt, not roadblocks. The ability to pivot quickly can save a segment and build goodwill.
2. Prioritize clarity in every message
Respect the media's time by being brief, informative, and direct. Avoid clogging inboxes with unnecessary details or generic pitches.
3. Perform regular checks on your outreach process
Make sure communications are tailored to each journalist, free from errors, and demonstrate a sincere interest in collaboration.
By putting these practices into place, your organization positions itself as responsive, reliable, and professional. That’s exactly the type of partner media outlets want to work with. The better your media relations, the greater control you have over how your story is told — and who hears it.
Need expert guidance on media relations? Read Axia’s "Learn Media Relations from the Media” e-book for insider tips on pitching and earning media coverage.
Topics: media relations
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