By CJ Arlotta
Few industries understand the importance of relationships as deeply as hospitality. Relationships with developers, brands, operators, and, of course, guests, drive the business. And the stronger those relationships, the better a hotel performs. However, in every industry, in every hotel, there can be blind spots.
One of those blinds spots is often around working with reporters. Many in the hospitality industry fall into the trap of viewing their relationship with the press as purely transactional. They focus on what they can get from the interaction—coverage, publicity, spotlight—without considering the enduring value of building a meaningful, mutually beneficial connection. However, if you shift your mindset and look to build a real relationship with reporters, that is where the true opportunities lie. By being helpful, accessible and honest, you’ll become a trusted source, which can lead to more consistent and favorable coverage for you and your company.
Not sure where to start building reporter relationships? Here are three strategies you can employ.
Don’t just be a source, be a resource
One of the biggest mistakes hospitality professionals make when working with reporters is only reaching out when they need something. Instead, aim to be a resource. Get to know the journalist and their “beat.” What types of stories do they typically write? What is their publication known for? For example, if you know a reporter covers a lot of new hotel openings, shoot them an email when you hear about a unique development or industry trend, even if it’s not your own.
Additionally, suggesting other experts or sources in your network shows that you’re thinking about the reporter’s needs, which will help build trust and credibility. If you meet someone at a networking event who could be a valuable source for a journalist’s beat, make that introduction. The journalist will not forget that you had their back.
Make yourself available
Reporters appreciate sources who are available and responsive. If you’re usually difficult to reach or too busy to respond in a timely manner, journalists will be less likely to turn to you in the future.
Even during busy periods, being able to make yourself available for just 15-30 minutes signals that you are a reliable source that can be contacted in a pinch. If it’s challenging to hop on the phone, you can offer to answer questions via email or even voice memo. Journalists are flexible and will work around the preferences and needs of their most reliable contacts.
Prioritize honesty and transparency
Being transparent is key to maintaining your credibility. Honesty helps build long-term trust, ensuring that the reporter will continue to regard you as a reliable source.
With that in mind, every time a reporter reaches out is an opportunity, but just because you’re asked to contribute to a story doesn’t necessarily mean you should. There are situations where a “thanks, but no thanks” is perfectly appropriate, and there are ways to continue to strengthen your relationship even if you’re not contributing to an article. For example, if you’re not the right person to comment on a certain story, say so. If you can recommend someone who is, be sure to name-drop.
Another example, if a reporter has a deadline you can’t meet, be upfront about it. If you explain your situation, they may be able to offer an extension or adjust their timeline. And while it probably goes without saying—if you ask a reporter to move a deadline for you, be sure to meet it!
Developing strong relationships with reporters isn’t about immediate results—it’s about creating long-lasting connections. If you focus on what you can offer a reporter, the more impactful the relationship with be for both of you over time.
Christopher Joseph (CJ) Arlotta is founder and managing member of CJ Media Solutions, LLC, a B2B PR agency.
This is a contributed piece to Hotel Business, authored by an industry professional. The thoughts expressed are the perspective of the bylined individual.
