Having received over 100 commissions for articles from journalists over the last few years, we often get asked how you build great relationships with the press.  Here's what's worked for us. 

Put yourself on their radar

• Warm up a journalist before you make an initial call – send an introductory note with examples of material you have published, other thought leadership and/or fact-sheets you have produced etc. Avoid examples from their rival publications 
• Do not send articles you are hoping to place with them
• Try and pick pieces that tie in with their forthcoming feature list (a lot of business publications publish these on their website)
• Make sure you have read several issues of their publication (at least), so you have an understanding of its standard sections, their latest stories etc
• Suggest that you have a number of article ideas, which you’d like to run by them
• Indicate when you will call them and make that call

Be hospitable  

• Offer to take them out to lunch to discuss the ideas, most of the journalists we know still like this – if yours doesn’t, try suggesting a coffee somewhere
• Pick a restaurant/cafe that’s going to help and not hinder the meeting.  Make sure it is a) not too noisy, b) close to the journalist’s offices, c) has a menu that fits the journalist’s dietary requirements d) is comfortable and will add positively to the experience.  It doesn’t have to be really expensive.  We use www.toptable.co.uk to find the right one

Make a good impression

• Get to the restaurant/café early to ensure you are there before the journalist and can greet them when they arrive
• Greet them confidently and welcomingly.  They may be as nervous as you and you are the host here, so you need to put them as ease
• Thank them for coming and clarify how much time they have for this meeting (and then stick to that time-frame)
• Spend the first part of the meeting exploring what's going on in the journalist’s world (what stories they are working on, forthcoming features, interests etc).  Ask open questions to help the fuel the conversation
• Demonstrate your understanding of their work and publication – tell them what you’ve liked, comment on particular stories and/or features
• Give a brief but clear explanation about what you do - this could include your expertise, your latest thinking on your specialist area, recent projects and possible trends you’ve noticed in your market

Stimulate a commission

• Give the journalist 3 synopses for possible articles, which you would love to write for them.  These should try and marry your expertise with the topics this publication seems interested to run 
• Try and relate what’s been discussed earlier on in this meeting to the ideas your presenting
• If the journalist feels you are overtly trying to sell your products and services through the articles, they will be less likely to commission
• The articles most likely to be commissioned are those that give a commentary, present research or give observations on a particular issues.  Journalists especially like articles, which give solutions to as well analyse a current challenge or opportunity for their readers.  If you can include real examples and case studies, they'll be very keen
• Let the journalist choose which they’d synopsis they prefer – they might want to go away and think about this, and that’s fine.  In this situation, agree a time when you can follow up with them
• If the journalist isn’t sure about the synopses, explore where your experience and expertise could best fit with the editorial priorities they have at present

When you get a commission

• Thank them for this opportunity
• Agree the word count, style, file type (eg a Word document or similar), where to send it to and the deadline for the piece
• Keep the piece to the word count they’ve specified and in the style they’d agreed
• Write in plain english and avoid jargon.
• If you need to use acronyms, make sure you explain what they stand for
• Ensure your article is emailed to them ahead of the deadline (do not be late, as they will lose their confidence in you)
• Ask the rough lead-time till its publication