When it comes to gaining credible press coverage for our clients, the heart of success beats to the rhythm of relationships says Whistle’s associate director Jenny Holden.

While the term public relations may suggest a focus solely on managing perception and importantly the reputation of an organisation in the public eye, the underlying essence also lies in the connections we cultivate, particularly with journalists.

During this month of love – and on the eve of Valentine’s Day, we’re proud to call ourselves a consultancy that is obsessed with the art of building and maintaining meaningful relationships and partnerships.

At the very core of effective public relations is the understanding that communication is very much a two-way dialogue. At Whistle we don’t broadcast mass messages; we engage with the media as much as possible to turn ideas and pitches into opportunities to tell a great story.

We see journalists as our partners who seek credible, timely, and relevant stories and when they trust us as reliable sources, the stories they produce carry the weight of authenticity. And often it’s not just about getting coverage, it’s about getting coverage that matters and resonates with an agreed strategic narrative weaved subtly into the story.

In the fast-paced world of news, where deadlines loom large and information is disseminated at the speed of light, a strong relationship with journalists becomes our strategic advantage. For us, it’s about having the reputation as a go-to resource when journalists need expert insights or industry perspectives.

Our love affair with media relations is not a one-time endeavour but an ongoing commitment. Regular interactions, whether through press releases, media pitches, or face-to-face meetings, nurture these relationships and importantly, understanding their preferences, deadlines, and beats helps us tailor our communications to their needs, making their job easier and increasing the likelihood of collaboration.

In a world inundated with information, it is the depth of these relationships that allows us to rise above the noise and share narratives that resonate, making our work not just about public relations but about building lasting connections.

Match made in heaven tips:

  • Fully understand the story you’re selling in and how it fits into a wider business context
  • Know the audience you want to reach and the publications/outlets
  • Read the outlet/magazine or listen/watch the podcast/news where you want your news to land
  • Develop a pitch (a strong paragraph and sub points) describing what your story is and bring it to life with additional sub sections of what it could cover
  • Send to a handful of targeted journalists
  • Follow up and enquire whether the pitch might be of interest or could it be adapted