Relationships Matter: 5 Media Strategies to Swipe Right on in 2025

In the spirit of Valentine’s Day, let’s talk about relationships – the kind that build trust, foster connection, and create lasting impact. And no, not the kind you find on Hinge or Bumble. PR is about so much more than just getting coverage; it’s about cultivating meaningful relationships with reporters, influencers, and other important audiences. Just like in dating, success requires listening, authenticity, and a long-term commitment.

Wooing Reporters: A Relationship, Not a Transaction

Building strong relationships with the media is a lot like dating. If you only reach out when you want something, don’t expect reporters to be eager to respond. Take the time to understand what reporters are interested in, what they’ve written about recently, and how your story aligns with their beat. Engage with their content before you pitch, sharing their articles, commenting thoughtfully, and establishing a rapport. When the time comes to pitch the right story idea, your name will be familiar, and your outreach will feel more like a conversation than a cold ask. Let’s be honest: nobody likes that person who randomly slides into their DMs. The same goes for media relations.

Listening as a Love Language

A great relationship thrives on listening, and the same goes for PR. Reporters and influencers constantly share what they need on social media, in their articles, and through direct requests. Monitor their X threads for pitch preferences, read their “how to pitch me” newsletter guidelines, and note when they ask for sources on specific topics. Generic pitches are the PR equivalent of copying and pasting “Hey, beautiful” to everyone in your inbox… it’s unlikely to get you the response you’re hoping for.

The Rise of Alternative Media: Finding Love Outside Traditional Channels

Traditional media still matters, but PR is no longer just about landing coverage in tried-and-true outlets. Industry-specific newsletters, niche podcast networks, and independent journalist platforms have become go-to sources of information, offering brands new ways to reach highly engaged audiences. These platforms foster deeper connections, much like a great first date where the conversation just flows. Identify which of these non-traditional channels align with your audience and develop a thoughtful engagement strategy. A well-placed feature in a respected industry newsletter or a guest appearance on a relevant podcast can be just as powerful as a mention in a major publication.

Influencer Strategy: The New Matchmaking

Not every influencer is the right fit for your brand, and choosing the wrong one can feel like a bad blind date. The best partnerships aren’t based on follower count alone, but on engagement, credibility, and alignment with your message. Influencer collaborations work best when they feel natural and valuable to both sides. Instead of treating them as one-off transactions, build relationships that offer long-term value. Thought leadership pieces, co-branded research, and expert panels are all ways to create meaningful content together. The right influencer partnerships should feel less like a business deal and more like a well-matched connection: one where both sides bring something valuable to the table and look forward to a second date.

Show Up as Your Best Self

Your story should be like your dating profile: authentic, compelling, and free of those overused phrases everyone’s tired of seeing. (If you’re about to use “innovative,” “cutting-edge,” or “revolutionary,” it’s like using an old photo so maybe swipe left on that idea.) Lead with unique data, share customer stories that illustrate broader trends, and connect your news to larger market movements, all while using clear, jargon-free language that resonates with your audience.

2025: A Look Ahead

The media landscape, like the dating scene, keeps evolving. Success in PR requires adapting to new platforms while maintaining authentic relationships. Focus on building genuine connections, providing real value, and staying attuned to changing media consumption patterns. Remember: in PR as in love, authenticity wins hearts and minds.

By treating media relationships with the same care and attention you’d give to any important relationship (whether personal or professional), you’ll build a stronger, more effective PR strategy for 2025 and beyond. Now get out there and make some PR magic happen! And never forget the chocolate and flowers.