by Kate Lollar

In the first part of our series on building and maintaining relationships for PR and marketing, we laid out the essentials of media relations for clients. Now, let’s look at the delicate art of staying top-of-mind with your contacts without overwhelming them.  Balance is crucial to ensuring your emails don’t get ignored. Here are five key strategies:

1. Value-Driven Communication

Every interaction with your contacts should provide value. Be selective about when and why you reach out! Whether it's sharing relevant industry news, congratulating them on recent accomplishments, or providing insights that might interest them, your communication should be  meaningful. This approach not only shows that you respect their time but also positions you as a valuable resource rather than just another pitch in their inbox.

2. Consistent, Yet Considerate Follow-Ups

Following up is a critical aspect of maintaining relationships, but it's important to consider  frequency and context. Develop a follow-up schedule that makes sense for each contact, based on your previous interactions. If you haven’t received a response to your pitch, it may be worth reconsidering if that outlet is a good fit. Not every story is right for every channel! 

3. Use Multiple Channels

Engage with your contacts across different platforms – you know, like a human. Interacting on  social media, email, phone or text, or face-to-face can help you maintain a presence in a way that feels natural and not overwhelming. Social media, in particular, is a powerful tool for staying top-of-mind. Liking, sharing, or commenting on your contacts' posts can be a subtle yet effective way to show engagement and support.

4. Offer Exclusive Opportunities

Give your contacts exclusive opportunities that are mutually beneficial, like early access to a big announcement, an invitation to a private event, or a sneak peek at a new product. Exclusive opportunities make people feel valued and appreciated, and help strengthen your relationships. Make sure the opportunities are genuinely exclusive and tailored to the person’s interests and needs for best results.

5. Practice Active Listening

Pay close attention to what your contacts are saying, both in direct communications and through their public profiles and posts. If you know and understand their current projects, challenges, and interests, you can tailor your outreach to be more relevant and timely. You’ll show that you care about their work and position yourself  as a thoughtful and attentive partner.

Staying top-of-mind in PR requires a delicate balance of persistence and consideration, but it is possible, and it doesn’t have to be a drag. Building and maintaining positive relationships is fundamentally human – don’t forget the human part, and you’ll do fine!

In the final part of our series, we'll explore how to leverage media relationships for long-term success and mutual benefit. Stay tuned and continue the conversation with us on Instagram, Facebook and LinkedIn!