A strong relationship with the press is built day by day. But what makes a company a relevant, trusted source for journalists?

When a story request comes in, several things have to happen fast: find the right source, gather information, validate data, and put together a response. For that process to work, though, internal processes need to be in order before a journalist ever reaches out.

Source availability, fast and accurate responses, quality information, and well-prepared spokespeople are some of the factors that make a difference in this relationship. In practice, they are all part of a well-structured communication routine that builds trust over time.

The Relationship Starts Before the Story
When a journalist needs a source, knowing who can speak on a given subject—and being able to reach that person quickly—makes a difference. That is why having strong experts in-house is only the beginning. Companies need to understand their experts’ areas of expertise, prepare them for different situations, and keep those relationships active.

The same goes for responses. Speed matters, but it is no substitute for quality information. A quick answer that fails to address the journalist’s question does little for the story.

Communication needs to be objective, grounded in context, and responsive to what was actually asked.

Information and Preparation Count, Too A relevant source must offer information journalists can rely on. Up-to-date data, consistent information, and experts who can put the numbers in context make reporting easier and
strengthen the company’s credibility.

Spokesperson preparation also plays an important role here. This step is not about scripting ready-made answers; it is about giving experts the confidence to contribute clearly and naturally. Technical knowledge is essential, but knowing how to translate that knowledge for an interview is what makes the difference.

The same applies to leadership. CEOs and executives can be key sources on strategic decisions, market moves, and issues affecting their industries. Preparing them for these interactions expands the company’s ability to join relevant conversations with the press.

Before the Next Story, Run a Quick Check
A company’s media relations routine can be a good starting point for assessing how prepared it really is. A few questions can guide that assessment:
● Do we have sources available for the key topics in our business?
● Do we know who can speak on each subject?

● Can we respond within a journalist’s reporting deadlines?
● Are our responses relevant, and do they add to the story?
● Do we have up-to-date, reliable data and information?
● Are our spokespeople prepared to speak clearly and objectively?
● Are our leaders ready to talk with journalists?
● Do we stay in touch with the press even when there is no story in progress?

More than a one-off exercise, this check can help pinpoint what is already working and where there is still room to strengthen communication. Because a good relationship with the press doesn’t begin when a journalist calls. It is built through everyday practice, long before the next story comes along.