Networking Hacks: How to Build Media Relationships Without Feeling Salesy
For small business owners, media coverage can be a game-changer. It boosts brand credibility, increases visibility, and positions you as an industry authority. But let’s be honest—reaching out to journalists and editors can feel awkward and overly salesy, especially when you’re already juggling a million other things.
The good news? Media networking doesn’t have to feel forced—and if you don’t have the bandwidth, Golden Hour Co. can help you secure press coverage without the stress.
Here’s how to build authentic media relationships without feeling like you’re just pitching another sales email.
Lead with Value, Not a Pitch
The biggest mistake small business owners make? Reaching out only when they need press. Journalists are bombarded with self-promotional pitches, so stand out by offering value before asking for anything.
✅ How to Add Value:
• Share industry insights or trend predictions that align with their beat.
• Comment on and share their articles on social media before ever pitching.
• Provide quick expert quotes when they need sources (sign up for HARO & Qwoted).
💡 Example: Instead of saying, “Can you feature my brand?”, try:
“I loved your article on emerging beauty trends! We’ve seen a 40% increase in demand for holistic skincare at our med spa—happy to share insights if you’re covering this topic again!”
Make Social Media Your Networking Playground
Most journalists are highly active on Twitter (X), LinkedIn, and Instagram. Instead of sending cold pitches, engage with them organically.
📌 How to Connect Authentically:
✔ Follow journalists who cover your industry.
✔ Comment with insightful takes on their articles.
✔ Share their stories with your audience and tag them.
💡 Pro Tip: Many reporters post “source requests” on Twitter and LinkedIn. Jump in quickly with your expertise to get featured!
Offer Exclusive Access
Media professionals love getting inside scoops and early access to industry news. Instead of a standard press release, give them a reason to cover your brand first.
✨ Winning PR Strategies for Small Businesses:
• Invite journalists to soft openings, product launches, or VIP events.
• Offer exclusive data insights or a new industry report.
• Pitch a behind-the-scenes look at how your business is innovating.
💡 Example: “We’re launching a sustainable fashion line next month and would love to offer you an exclusive first look at our ethical sourcing process.”
Master the Art of the Follow-Up (Without Being Annoying)
Journalists are busy. If you don’t hear back right away, don’t assume they’re not interested—just follow up the right way.
✅ How to Follow Up:
• Wait 5-7 days before checking in.
• Keep it short and polite (no guilt-tripping).
• Offer a new angle or update to make it fresh.
💡 Example: Instead of, “Just checking in to see if you saw my email,” try:
“I know you’re busy, so I wanted to follow up with a fresh angle: Our eco-friendly packaging has reduced waste by 70%, which might align with your sustainability coverage.”
Leverage Golden Hour Co. for Done-For-You PR
If you’re too busy running your business to network with journalists and pitch effectively, that’s where Golden Hour Co. comes in.
We help small brands secure:
✔ Press features in major publications without cold pitching.
✔ Influencer and media collaborations that drive organic buzz.
✔ Story-driven PR strategies that position you as an industry leader.
Final Thoughts
Media networking doesn’t have to feel pushy. By offering value, building relationships on social media, and giving journalists exclusive insights, you can land press coverage without feeling salesy.
If you need a PR partner to handle it for you, let’s talk. Golden Hour Co. specializes in securing press for small businesses—so you can focus on what you do best. 🚀
