Why Strong Media Relationships Start Long Before a Crisis

Many people assume media relationships only matter when a crisis unfolds. In reality, by the time the pressure is on, it's often too late to start building trust.

During my years as a television reporter, there were communications professionals I knew I could call when I needed background information, an expert source, or even a story idea.

Why did I reach out to them?

It wasn't because they always had the perfect answer. It was because they were responsive, honest, and helpful.

Over time, reporters notice patterns. They remember who returns calls, follows through on commitments, is transparent when information is still emerging, and doesn't disappear after a difficult story. Those qualities build credibility, and credibility builds trust.

When you consistently demonstrate those behaviours, you're no longer just a spokesperson. You become a trusted source.

Strong media relationships don't guarantee favourable coverage. They do, however, increase the likelihood of fair, accurate, and informed coverage because journalists know they can rely on you for timely, credible information.

The organizations that communicate most effectively during challenging situations are often the ones that invested in relationships long before they needed them.

The work you do in the quiet months often determines how you'll be treated in the loud ones.