After landing a high-profile interview, it’s tempting for a client to think, “Great—now I’ve got a direct line to that reporter!” But in today’s media environment, it’s actually more strategic to let your team of professional publicists steward these relationships.
It may seem counterintuitive, but here’s why:
- Consistency of Messaging
Reporters often juggle dozens of sources. If you reach out directly, you risk introducing new angles, off-the-cuff comments, or evolving priorities that muddy the original story brief. PR publicists keep messaging on-brand and on-point, ensuring your key talking points remain front and center.
- Strategic Timing
Good PR isn’t just about getting quoted—it’s about setting the narrative at the optimal moment. Publicists monitor editorial calendars, breaking-news cycles, and the reporter’s deadlines. They know when to pitch follow-up stories, when to propose additional data, and when to hold back until the market conditions are most favorable. If you go to a reporter too soon with something, it may put you in an uncomfortable position trying to “take it back.”
- Relationship Management at Scale
Your publicist has an overview of all media interactions across outlets, beats, and regions. They track who’s covered you
recently, who’s in a “cool-down” period, and which journalists are hungry for your next news angle. That bird’s-eye view prevents over-saturation with any one reporter and maximizes your overall media footprint. You don’t want your coverage limited to the one reporter you’ve “made friends” with.
- Crisis Mitigation & Media Savvy
Even a well-intentioned email can backfire if the reporter interprets it as off-message or self-serving. Or the reporter might call you to comment on a rumor or other sensitive topic you’re not at liberty to discuss. PR publicists anticipate these sensitivities around proprietary information, embargoes, and off-the-record statements. They’re trained to navigate delicate requests from reporters, like pulling back an anecdote or redirecting a narrative, without jeopardizing trust.
- Efficiency & Focus
As a CEO or spokesperson, your time is best spent on business strategy and thought leadership. By delegating reporter follow-up to your PR team, you reclaim those hours that would otherwise go toward drafting emails, fielding inquiries, or chasing down bylines. More importantly, you can prepare more incisive insights for your publicist to convey.
The Bottom Line: Cultivating media relationships is an art—and, here at MMG, it’s our day job. At Maracaibo Media Group, we’ve developed partnerships with top-tier reporters across every beat. Let us handle the outreach, coordination, and follow-through so you can focus on what you do best: leading your organization.
Ready to strengthen your media strategy? Contact Maracaibo Media Group today to learn how we keep your story sharp, your messaging consistent, and your relationships with the press in the best possible hands.
