Be responsive to them either via phone, text or email. It is okay to tell the person reaching out to you that you do not have an answer, but will start working on it immediately. Reporters are on a deadline and when you respond to them in a timely manner, it makes their jobs easier. When you make their jobs easier, you will have better chances of fostering positive relationships and working with them to promote all the great things your organization does. Appreciate what the media can do for your organization and help them meet their deadlines for beneficial results.
I've found authentically connecting with members of the media and even other marketing and communications professionals on LinkedIn to be so helpful! Oftentimes if I don't know a certain member of the media, a fellow professional might be connected with them and willing to make an introduction for me. Being kind, helpful, and authentic is so helpful in this industry! The perspective of community over competition is paramount to thrive and succeed in marketing and communications.
One good plan I used to make friends with media people is being active on social media places where writers and media groups are there. I shared their writing, gave thoughts, and talked to them a lot. This let me be seen and look good. After a while, media people knew me and asked me to help with writing or stories. This helped me reach more media people and get better news coverage.
One successful tactic I used to foster media relations without in-person networking is engagement through virtual platforms and social media. I started being present and involved on consistent and authentic channels like Twitter, LinkedIn, and other venues in the industry, which helped me build my online presence. I also shared quality insights, made insightful comments, and sparked conversations, helping me build expertise and credibility. I offered exclusive content, such as news, to other media professionals so that they engage with me. I learned that genuine relationships are built over time by liking each other work, supporting them, and having helpful interactions over an extended period.