Some sources show up in the press only when their company has a launch, results, or an announcement to share. Others are contacted regularly, even when their own company has no news, because reporters know they can count on them for a clear explanation, delivered when they need it.
Newsrooms are working with smaller teams and ever-tighter deadlines. When a court ruling, a regulatory change, or some other development hits an industry, reporters have little time to find someone who can help explain it.
When Contact Happens Only at Announcement Time
If a spokesperson talks to the press only when there’s something to announce, the relationship with the reporter is confined to those moments. The reporter receives the material, decides whether it’s worth a story, and moves on to the next assignment. Weeks later, when they need someone to comment on an industry issue, that name is unlikely to come to mind.
This matters even more on technical subjects such as regulation, taxation, or data protection, where journalists rely on someone who can translate the topic for readers. Plenty of experts know the material inside out; what usually sets them apart is their availability and how well they explain it.
What Brings Reporters Back to the Same Source
- Respond on the newsroom’s timeline: get back quickly and respect deadlines, including outside business hours when the story calls for it
- Explain clearly: use practical examples and avoid technical jargon that readers won’t understand
- Stay consistent over time: maintain the same position from one interview to the next
- Contribute even when the company has nothing to announce: offer context on industry issues when reporters need it
- Know the rules of engagement with the press: understand embargoes, off-the-record information, and the right timing for each conversation
The Role of Media Relations
A media relations team helps spokespeople shape their message, anticipate tough questions, and understand what each outlet is looking for. It also keeps pace with the newsroom cycle and stays in regular contact with journalists, so the expert comes to mind when a topic in their field comes up.
This kind of recognition takes time. It is built through well-handled interviews, well-grounded analysis, and respect for the work of journalists.
