---
name: media-relationship-builder
description: >
  This skill builds and maintains relationships with journalists and editors covering the company's
  category. Use when building a media list for a new market, nurturing existing press contacts,
  or preparing for a major announcement that requires warm journalist outreach.
  Also consider when coverage gaps in target outlets persist.
  Suggest when a press release is planned but no journalist relationships exist at target outlets.
department: marketing
agent: pr-communications-manager
version: 1.0.0
complexity: medium
related-skills:
  - ../press-release-writer/SKILL.md
  - ../earned-media-monitor/SKILL.md
  - ../thought-leadership-programme-runner/SKILL.md
triggers:
  - "build media relationships"
  - "journalist outreach program"
  - "media contact strategy"
  - "cultivate press contacts"
  - "PR relationship building"
---

# media-relationship-builder

## Agent: PR and Communications Manager

L2 PR and communications manager (1x) responsible for earned media, press relationships, crisis communications, thought leadership programme, and executive visibility.

Department ethos: [ideal-marketing.md](../../../../departments/marketing/ideal-marketing.md)

## Skill Description

Builds and maintains relationships with journalists, editors, and analysts covering the company's category to ensure reliable earned media coverage for announcements and thought leadership.

## When to Use

- When entering a new market or category that requires building a fresh media contact list.
- When preparing for a major announcement and warm journalist outreach is needed to secure coverage.
- When earned media monitoring reveals persistent coverage gaps at target tier-one or trade outlets.
- When existing journalist relationships have gone cold and need re-engagement before a news cycle.

## Workflow

1. **Build target media list**: Identify journalists, editors, and analysts who cover the company's category, competitors, and adjacent topics using the beat mapping methodology in [`references/framework.md`](references/framework.md). Tier contacts using the 4-tier model. Complete [`references/checklist.md`](references/checklist.md) Checklist 1 before finalising the list. Deliverable: tiered media list with contact details and beat descriptions.
2. **Research journalist interests**: Review each target journalist's recent 20 articles, social media activity, and stated interests following the Beat Research Protocol in [`references/framework.md`](references/framework.md). Record all fields in CRM per the CRM Best Practices section. Deliverable: journalist profile cards with engagement notes.
3. **Initiate contact**: Reach out with value-first engagement -- offering exclusive data, expert commentary, or a story angle relevant to their beat. Use non-transactional touchpoint types from [`references/framework.md`](references/framework.md). Avoid generic pitches. Deliverable: initial outreach log with response tracking.
4. **Nurture relationships**: Maintain regular contact per the cadence model in [`references/framework.md`](references/framework.md). Monitor CRM health indicators -- flag any Tier 1 contact with last touchpoint >60 days for re-engagement. Run [`references/checklist.md`](references/checklist.md) Checklist 2 quarterly. Deliverable: relationship cadence calendar with touchpoint history.
5. **Activate for announcements**: When a newsworthy event is planned, complete [`references/checklist.md`](references/checklist.md) Checklist 3. Brief warm Tier 1 contacts with exclusivity offers and Tier 2 contacts with embargoed information following the embargo and exclusivity protocols in [`references/framework.md`](references/framework.md). Deliverable: pre-briefing schedule and embargo tracking sheet.

## Anti-Patterns

- **Spray-and-pray pitching**: Sending identical mass pitches to large journalist lists without personalization. *Why*: generic pitches damage credibility and get the sender flagged as spam, closing future doors.
- **Transactional-only contact**: Only reaching out to journalists when there is something to pitch. *Why*: relationships built on one-directional asks generate declining response rates over time.
- **Ignoring beat relevance**: Pitching journalists on topics outside their stated beat. *Why*: off-beat pitches waste journalist time and signal that the PR team has not done basic research, eroding trust.

## Output

**On success**: Produces a tiered media list, journalist profile cards, outreach log, and relationship cadence calendar. Warm relationships are in place at target outlets before major announcements. Delivered to PR team and VP Marketing.

**On failure**: Report which outlet tiers have insufficient coverage, what outreach attempts were made, response rates achieved, and recommend alternative approaches (agency support, event-based relationship building).

## Related Skills

- [`press-release-writer`](../press-release-writer/SKILL.md) — Press releases are most effective when distributed through warm relationships built by this skill.
- [`earned-media-monitor`](../earned-media-monitor/SKILL.md) — Coverage gap analysis informs where to focus relationship-building effort.
- [`thought-leadership-programme-runner`](../thought-leadership-programme-runner/SKILL.md) — Executive placement opportunities often come through established journalist relationships.