First impressions are not everything. But they do mean a lot.

When working with a member of the media for the first time, a positive first impression not only sets the tone for how that interview might go. A positive first impression sets the tone for whether that journalist will want to work with you again.

The next time your expertise might come in handy, will the reporter think of you fondly or as someone who is not worth the trouble?

The following three strategies to make first impressions count could help ensure that your first media win is the start of a long-term relationship with the journalist.

1. Scheduling

Long before you walk into the room, click onto a Zoom, or pick up a scheduled phone call for the interview, you have already made your first impression.

That’s right: Scheduling represents your first interaction with the reporter and, therefore, the first step to making a good impression.

Before pitching a story for your organization, or green-lighting your public relations team to do so, check your calendar. Are you actually available to spend 30 minutes speaking with someone on short notice? Will you be able to move meetings around, if necessary, to accommodate a reporter’s deadline?

If the answer is no, now is not the time to pitch. And that’s okay.

A little newsroom insight: Most times, for a reporter to share your story, that reporter needed to get producer or editor approval before committing to the piece. They already went to bat for you.

If you are then difficult to schedule, the reporter gets burned internally as well.

2. Warm Welcome

Once the interview is scheduled, take a moment to collect yourself — or walk through the HC 10-Minute Routine. The idea here is to separate the rest of your day from this media opportunity right in front of you.

Walk in, or click on, warmly. You don’t have to be giddy with excitement, and you should always be authentic.

Still, be intentional. Make eye contact. Smile, if that’s appropriate for the tone of the story.

Be sure to thank the reporter for their time and the opportunity to speak together up front.

“The media” is not a monolith or a hive mind. Newsrooms are collections of individuals, and reporters are people. These little flourishes of kindness and respect make a difference in building relationships that last.

3. Gratitude Attitude

After the interview is over — no matter how you feel that you did — keep two things: your composure (the time for debriefing is after the reporter leaves, not while they’re present) and a gratitude attitude.

Earning media coverage generally takes a lot of hard work and planning on the part of the reporter, your communications team, and you.

In the end, news coverage is a win-win. The reporter turns their story. You and your organization receive a valuable touchpoint with the public. You’ve helped each other.

Be sure to thank the reporter again for including you in their report, reminding them that your communications team is standing by to support any follow-up questions, clarifications, or materials.

Resist the temptation to pitch the journalist one, two, or seven other stories that they “need” to hear about right now. The best way to convince the reporter to come back and interview you again for another story is to keep a gratitude attitude about this story and this moment. Then, your public relations team will maintain the relationship and pitch that next story when the time is right.

Enjoying these First Impressions: Making Media Moments Count tips? Then you’d love our Henrich Communications media training and public relations offerings! Contact us today to set up your complimentary consultation.