Brussels has a frenetic flow of news every day, making it hard to stand out. That’s why engaging with journalists takes more than just a well-written press release. It requires preparation, a clear strategy and strong relationships. Here are some tips to help you connect with journalists effectively.
Define your goal and message
Journalists often have limited time to decide if your pitch is worth their attention. Before reaching out, determine in advance what you want to achieve. Are you inviting journalists to an event, pitching a story sharing breaking news or building a relationship?
Once you have your goal clear, make sure your story matters. To catch a reporter’s attention you have to pitch them compelling, timely and relevant news. Ask yourself: why should they care? If you don’t have a good answer, rethink your angle before pressing send.
Target the right journalists
Avoid the common mistake of sending mass and generic pitches. Journalists working in Brussels usually specialise in particular areas, such as trade, energy, sustainability or digital policy. Research who covers your topic and tailor your pitch to them.
Once you have the right media list, do your homework. Familiarise yourself with their biography, previous work, and their writing style.
Speak their language
While some journalists aren’t policy experts, there are plenty of specialised outlets in Brussels that go into the nitty-gritty of legislative files. Know when to avoid jargon or complex acronyms and when to dive deeper. Always make your message accessible and straightforward.
Support your points with data or examples to make them more concrete and understandable without overwhelming the journalist with unnecessary details.
Put yourself in their shoes
Journalists have their own objectives and operate under tight deadlines. Respect their time by being concise, responsive and sensitive to their needs.
Not every interaction will lead to immediate coverage, but building a relationship is essential. By positioning yourself as a reliable and knowledgeable source, journalists may come back to you when a relevant story arises.
Don’t lose hope
If your pitch doesn’t resonate initially, think of alternative ways to engage. Offer exclusive insights or propose a unique angle. If your story doesn’t land the first time, refine your approach and try again. The journalists who seem uninterested today might call you tomorrow when they need a source.
Handle corrections diplomatically
Don’t forget that journalists are people too. If a journalist makes a mistake in their reporting, approach the issue gently. They are usually happy to correct factual errors, but be sure it really is worth addressing and approach the conversation politely.
Camilla Frison, Media Relations Consultant