The Journalist’s Table: Why and How to Take a Reporter to Lunch
In the world of public relations, it is easy to view media contacts as just email addresses or stories on a screen. However, behind every article is a person looking for a good story and a genuine connection.
I was reminded of this recently while having lunch with John Lynn, the founder of HealthcareIT Today and Swaay Health. We didn't just talk business; we discussed how media companies stay profitable, the struggles healthtech companies face with PR, and good old, hard life lessons. He was incredibly easy-going and relatable, proving that even industry veterans are just people looking to connect.
I have had lunch with editors from Forbes, reporters from Fox Business, and various local journalists. You might be wondering, Can I really just ask a reporter or editor to go to lunch?
The answer is a big, resounding “Yes!!".
If you want shift your PR plan from cold emails to building real relationships, here is a simple guide on how to contact media and make it happen:
Make it stand out
Whatever it is, the way you tell your story online can make all the difference.
1. Know Where They Live
Preparation starts before you ever send an invite. As you pitch various reporters who are the right fit for your business or clients, make a mental (or written) note of where they live. This small habit creates a roadmap for future opportunities.
2. Seize Travel Opportunities
When you or your spokesperson are traveling, check that list. If your travel plans line up with a reporter's location, simply reach out. It’s often that easy.
3. Keep the Ask Simple
You don’t need to overthink the invitation. In the subject line, keep it casual: "Interested in meeting up while I’m in town?" or "Meeting up with [Name] while in town?"
The body of the email can be just as straightforward. For example,
"Dr. David will be in DC the afternoon of Jan 8th through Jan 12th. He mentioned that you two might want to grab a coffee together while he's out there. What day/time works best for you?"
4. Provide Value (If It’s a Cold Ask)
If you have worked with the reporter before, the ask is simple. However, if you are still building the relationship, let them know why it is worth their time. Explain how what they write connects to your client and how your client can be a resource for them and a value to their readers.
5. Focus on Them, Not You
When you get to the table, resist the urge to pitch nonstop. Instead, let the conversation be around them and about them. Ask about their work, what stories they are looking for, how they mine for stories, and what their day looks like. These meetings usually last about an hour, but the insight you gain into their world is invaluable.
It’s About Human Connection
The most important thing to remember is that both sides should let their guard down. Ultimately, you are both just normal individuals who want to help each other succeed at their job.
Building these relationships takes time, but a few connections a year truly add up over time. So next time you are booking a flight, look up who writes in that city, and offer to take them to lunch.
