• • Disha Saxena

• • 10-08-2026

It is 7:30 p.m. While most people would be settling down to wind down the end of the workday, newsrooms and PR agencies have just begun theirs.

The news is breaking: Digital Personal Data Protection (DPDP) Rules notified. Minutes later, journalists start contacting PR professionals in search of experts to comment on this news and its implications. Stories are getting ready to hit live and the race has begun.

On the other hand, PR professionals are under equal pressure. The clients expect to get the attention in the media by having their views expressed in the first bunch of stories. Even though it is late at night after working throughout the whole day, PR professionals must identify experts, seek approvals and pitch journalists.

That is how journalism and PR look in today’s world. While journalists are struggling to break the news, PR professionals struggle equally behind the scenes trying to introduce the journalists to credible experts. Different responsibilities but the same deadline and the same goal: providing accurate information to the public.

What often goes unnoticed is that while journalists and PR professionals may approach the same story from different perspectives, both are ultimately working towards the same objective ensuring that credible, timely and relevant information reaches the right audience. The strength of this relationship is not measured by the number of stories published, but by the trust built over hundreds of interactions, many of which never make it into print.

Every “No” Has Its Reasons

For instance, working for corporate law firms does not mean that all lawyers would have something to say on all legal matters. When a journalist writes about divorce cases or on litigation matters, they expects that they will get a response from the corporate lawyer. But it is not always possible. The lawyers who practice in capital markets law cannot comment on the Ketan Aggarwal case. If we say to journalists that we don’t have an expert in a certain field, it is often perceived as a refusal to help. Sometimes, this leads to the situation where journalists will stop offering us media coverage opportunities, even discouraging other journalists to contact our clients. However, our task is to make sure that an appropriate expert talks about the appropriate issue.

This is where the role of a communications advisor becomes far more strategic than simply facilitating media interactions. It involves understanding the news cycle, identifying the right subject-matter expert, preparing spokespeople with the necessary context, balancing legal and commercial sensitivities, and ensuring that every response genuinely adds value to the journalist’s story.

Journalists and PR practitioners need each other more than they sometimes realize. For example, should our journalist be looking for an expert opinion on labour and employment laws, but neither of our clients can provide any information or specializes in this field, we may refer him to another lawyer in another firm who specializes in that field. Our aim here is not only to ensure some publicity for our client, but to help the journalist find the best possible source for his story.

The process described above can work both ways as well. Should our PR person suggest some development in the field of energy and infrastructure to a journalist who doesn’t cover such news, he will probably be happy to refer our PR practitioner to one of his colleagues who does. Such small but important things build strong professional relations.

Creating Meaningful Connections Rather Than Media lists

Meaningful connections with media do not come from sending out your first pitch. As media relations professionals, it is crucial that we know our media contacts, their stories, what they write about and the sectors they usually work with. A good research effort in preparing a relevant pitch to the right contact is much more beneficial than an impersonal message sent out to hundreds of contacts.

Another equally important thing in creating meaningful connections is managing realistic expectations with both media and clients. We should keep in mind that not all stories are the right match for all experts.

Equally important is understanding that media engagement is no longer about reacting to news alone. It increasingly involves anticipating emerging trends, identifying conversations before they become mainstream, and connecting journalists with experts who can provide original perspectives instead of repeating what has already been said.

On the other hand, mass pitching can cause inbox fatigue and decrease trust. As much as it is critical to comprehend what the communication goals of your client are, it is equally vital to recognize what the beat, time, and editorial needs of a journalist are.

Lastly, feedback should never be a one-directional process. Feedback received from journalists can be useful input provided to your client; it is not meant as criticism, but rather an opportunity for improvement of future pitches. In this case, feedback will be a chance for building trust, not just reporting on the results.

Ultimately, public relations is all about having a conversation and building trust.

A Small Gesture Can Lead to a Long-Term Connection

Professionalism and respect are the key components of solid media relations, and they can be achieved only through minor acts of kindness rather than through some dramatic and exaggerated actions. On one occasion, the suggestion of a different source who would be able to comment on the issue can be the best solution for a journalist than leaving him without any source. Another example of good media relations can include the recommendation of some journalist or a publication that can deal with a certain story better since the main purpose is not to get coverage but to find the right audience for the story. It is important not to promise the impossible and to be honest about the timeframes, as it may have a huge impact on the editor’s decision regarding whether to use the story or not. Even when it is impossible to provide an official quote, some background information or suggestions where to find relevant information can help to establish solid relations with journalists.

The media environment today looks nothing like it did a decade ago. Reduced newsroom staff, faster deadlines, AI-produced copy, and the incessant 24/7 news cycle have made things tough for not only journalists but also PR professionals. Today, trust is the most precious commodity of all. Public relations professionals cannot simply depend on mass pitching anymore; they need to be reliable partners, providing journalists with the information that helps them get through a difficult information landscape. The Human Element of Media Relations.

There is always someone behind the email doing their best to perform their role effectively. There is always someone behind the deadline who wants to provide reliable coverage.

There is always someone behind the follow-up phone call handling numerous approvals, conflicting deadlines, and more. Acknowledging such a thing will not affect professionalism in any way; instead, it will improve it.

The most stable professional relationships tend to develop not in times of success but in times of difficulties and truthfulness.

Ultimately, all of these small interactions point towards one larger principle trust. In an increasingly fragmented information ecosystem, trust has become the defining factor in successful media engagement.

Trust: The Foundation of Modern Media Relations

In the current age of misinformation, AI-generated content, and rapid-fire news reporting, trust is the most important currency in media relations. Even though AI can produce content within seconds, nothing can replace credibility, experience, and human judgment. It is up to the public relations specialist to help journalists connect with the appropriate experts and get the correct information under deadline pressure. At the same time, journalists count on PR specialists to cover the stories responsibly and convey the opinions of experts accurately.

Ultimately, media relations should not be about the number of stories in the press but the earned credibility and trust.