How to Connect with Journalists at Events and Online

You're at an event or scrolling through LinkedIn, and you spot a journalist whose attention could transform your startup’s visibility.

But how do you approach them without coming across as pushy or worse, forgettable?

Journalists value founders who know when and how to pitch their stories. It's all about creating a strong impression and not acting as a salesman who's selling an idea.

In this guide, we’ll break down practical strategies to help you stand out, build relationships, and ensure your story gets the spotlight it deserves.

How to Connect with Journalists at Events and Online

On a serious note, connecting with journalists isn't that difficult. Many fresh founders get intimidated by the idea of building new relations at events.

Start with a simple introduction and mention why their work resonates with you. Why do you love one of their recent publications but wait!

How would you know which journalist to connect or meet with?

That's where media lists come in. A simple, concise media list can help you choose which journalist to target at which event. Here’s how it looks:

But as for online events, it's more about a strategic approach. Engage with the content of journalists such as leaving a comment or sending an email with a short review of their article. When you’re ready to reach out, keep it short and tailored to their beat. Journalists receive countless pitches, so make sure yours is relevant

Pro Tip: If you want to save time, and get the maximum accuracy, subscribe to any pro media tool such as Journalist Hunt and get access to thousands of journalists with relevant beats within your country.

That was a general overview of connecting with journalists. Now here are some detailed tips to nail those in-person interactions.

5 Practical Strategies to Connect with Journalists at Events

1. A Simple Intro

In an event, once you spot a journalist, it's all about those first 3 introduction lines.

Keep it natural and straightforward. A simple sentence could set up your stage such as:

"Hi, I'm Jack. I’ve been following your work, and I love the way you covered Hubspot's documentary." Next, introduce yourself a little bit (more on this in step 2).

Journalists appreciate genuine interest in their work, so do a little homework beforehand.

Once you have their attention, it isn't a big fan moment either. You must continue the conversation and ask, "What would be your most interesting story to cover in the next 2/3 months?" or "What trends are a "never miss" opportunity for you?" etc.

2. Handing Over the Business Card – 20-30 Second Magic

Now, once you are talking with the journalist, right within the first 2/3 exchange of sentences, you must introduce your business. But, it doesn't need to be too formal.

We call it the 20-Second Magic. Take out your business card (don't tell us you attended a business event without a company card) and hand it over, saying 1 or two sentences max. This is how it would work.

(continuing the previous chat)

• Journalist: Great, Jack, who are you?

• Jack: Ah, I'm an entrepreneur and founder of XYZ.Meds.com. Here, we solve medical problems and helped 500,000 people last year, in our “Save Chicago” Charity Campaign, no costs charged.

This quick intro should be clear and intriguing. You don't always have to talk about charity or big funding campaigns. The goal is to catch journalist's attention and make them continue the conversation.

So, in the beginning, it was you who wanted to explore the journalist. But, now, it's completely the opposite.

3. Know the Journalist

The homework part is where many founders make mistakes. Journalists hate it when they know someone is trying to "fake it" and they don't actually know them.

So, start with understanding the beats of the journalists. Check out any of their recent publications on their website, outlets they work with, or maybe social profiles.

When you meet them, reference their work and talk about that last impression. For example "I read your article on "Resolving Regional Affairs" and we had a discussion in the comments".

This shows you're not just another founder selling his pitch but value their work.

4. Ask More About Their Work -- Their Favorite Publication

Journalists love to talk about their publications or articles. As a founder, you can continue the conversation by asking "What has been your favorite story in the last year?"

Now, this has 2 benefits.

• You can know more about the journalist or what they love in a story.

• You can then lead the conversation in exchange and have an opportunity to get more insights

5. Say Goodbye and Always Follow Up

End the conversation with grace. Thank them for their time and mention how much you enjoyed the chat. Try exchanging phone numbers/emails if possible.

As for following up, reference your conversation about that specific event.

For example, "I really enjoyed meeting you at that event. Our business is planning a new campaign, testing out this tool. I planned to give free access to some highly valuable professionals and you're at the top of this list. Let us know about your insights"

However, if you couldn’t connect with journalists at an event, that’s where our next strategy comes in:

4 Practical Strategies to Connect with Journalists Online

1. Interact on Their Publication/Posts

The easiest way to get a journalist's attention is by engaging with their work. But, it begins with doing homework.

Study their publications, find the good parts, and then leave thoughtful comments that show you are genuinely engaged with the content.

Other than this, you can also share this work on your own social media profiles and tag them (adding some extra remarks). The goal is to get on their radar on a positive note.

2. Exchange Comments

Once you have commented on their post, it's time to wait. Interactions are a two-way exchange and only respond if they further talk about the topic.

Once you get a reply, it's time to further lead the conversation. Our favorite method is using the "What Do You Think" strategy as it further unmasks their opinions.

It could be like:

“I loved your point about [topic] in your recent article. How do you see this evolving in the next year?”

Later on, continue the dialogue naturally as it builds rapport and leaves an impression.

3. Begin a Normal Conversation

Comments establish familiarity, not networks.

After having some discussions within the comment box on 2/3 posts, it's time to have an interaction on a personal level. We would recommend not just sending a direct message but first, setting up a plan within your last comment.

Regardless of which topic you are talking about, take permission and ask, if is it okay for us to further have a conversation in an inbox.

That way, your messages won't be ignored and you can easily continue the discussion.

In any scenario, refrain from sharing direct pitches. Focus on asking questions and sharing something valuable such as a survey or a resource related to their work.

4. Follow Up with Some Special Offers

Many founders mistake follow-ups as a “formality” or “extras” and don’t provide value.

As for the opposite, the journalists only read follow-ups that have some value. To leave a lasting impression, come up with something that is related to their beats.

Depending upon the nature of your business, we recommend sharing early-access research, tools, studies, or a survey. You can later ask for feedback and then continue the chat.

Wrap-Up: What Needs To Be Understood For Building Networks

In short, building meaningful connections with journalists boils down to authenticity, preparation, and consistency. It’s not about pitching a story every time you interact but about creating a relationship.

Remember, building a network takes time, so be patient and focus on adding value at every step. When done right, these relationships can open doors to incredible opportunities for your startup.