The best way to respond to a reporter’s query 

How you connect with reporters should follow a pattern.

As you cultivate relationships with reporters, you and your company can become trusted, go-to sources for their stories. To build these connections, it’s crucial to communicate effectively. Reporters appreciate sources who respond clearly, concisely, and in the same "vernacular" they use in their articles.

Think back to high school or college. When writing a paper or answering a short-response question on a test, your teacher expected you to structure your response in a specific way. The same principle applies to communication with journalists. By mirroring their tone, style, and language, you make it easier for them to incorporate your insights, increasing your chances of being quoted and strengthening your credibility as a reliable source.

PR professionals have relationships with many reporters throughout the country. They often seek us out to connect with our clients as expert sources for stories. We share reporters’ queries with our clients and assist them in responding. Here are five tips to help you better connect with reporters when you respond to their queries or submit pitches.

• Language and structure
  Reporters submit queries with specific wording, style, and key phrases that reflect their needs. To stand out, ensure your response mirrors that same language. If they ask for “an expert in consumer finance,” use their wording (rather than “financial advisor,” for example) in your message. This reassures them that you fit their criteria and increases the likelihood of them quoting you.

• Focused and relevant
  Journalists work on tight deadlines, so brevity and directness are important. Open with a compelling introduction that clearly states who you are, your expertise, and why you are the best fit for their story. Highlight how your unique perspective addresses their query. Avoid unnecessary details or unrelated credentials that might dilute your pitch.

• Not cookie cutter
  Most likely, a reporter has reached out to multiple contacts when searching for an industry expert. To stand out among the responses, go beyond a cookie-cutter answer. What could add depth to a story that the reporter can’t simply Google? The quotes you provide shouldn’t be something you can find anywhere else. Reporters are often drawn to fresh insights that enrich their coverage.

• Proofread
  Don’t forget to proofread! This is essential, even if you are busy. You don’t want to send errors or for the reporter to skip your expertise because they don’t understand what you are saying.

• Contact and submit
  Before submitting, be sure to include your name and preferred title.

At Axia Public Relations, when we share a client’s response with a reporter, we often offer the opportunity for a full interview. While submitting responses via email can ease some of the reporter’s burden, face-to-face or phone interviews are helpful when the reporter has follow-up questions, and interviews help build relationships further.

By paying attention and meeting the reporter’s needs, you can show you’re an ideal source for their story. This helps you gain media exposure and credibility as an expert in your field.

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.

See also:

• Getting more media coverage by making journalists’ lives easier
• What you should know about earning media coverage

• Fast-track your media relationships: Connecting with journalists quickly

• Pitch perfect: How to craft stories reporters want to cover

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