Every relationship is built on trust.
A few ways to establish that trust with a reporter is to know what beat and stories the reporter covers, respect their deadlines and get to know them on a professional and personal basis. James Peters Media Relations Representative Georgia Power Co. You need to establish your credibility. Reporters are busy, and you're one of hundreds of PR professionals vying for their attention. Most importantly, your business cards will be sure to find permanent homes in plenty of Rolodexes. Ken Keatley Vice President, Communications VSI Enterprises, Inc.