Help-First Media Relationships
Earn media relationships by creating value before requesting coverage
- Difficulty
- Moderate
- Time to result
- ~weeks to results
- Steps
- 5
- Confidence
- 98%
The method applies inbound marketing's value-first logic to public relations. Instead of opening with a funding announcement, promotional photograph, or demand for coverage, the company studies a reporter and looks for a useful contribution or authentic point of connection. It then gives before it asks, whether through information, expertise, assistance, or thoughtful engagement with the reporter's interests. This makes the eventual pitch part of an existing relationship rather than an interruption. The output is not guaranteed placement; it is trust, familiarity, and a better probability that relevant company expertise will be considered when the reporter covers a broader trend. The approach works through repeated, respectful interactions rather than one large publicity push.
Origin
Katie Burke described how HubSpot built early technology-media relationships by applying inbound marketing's help-first premise to PR outreach.
Core principles
- 01Give more value than you request
- 02Treat reporters as people rather than distribution channels
- 03Build rapport before pitching company news
- 04Respect each publication's protocols and audience
How to run it
- 1
Choose a relevant reporter
Identify a journalist whose beat, audience, and recurring interests overlap with the company's genuine expertise.
Pro tip Read beyond the reporter's most recent headline to find durable interests.
Watch out Do not select someone merely because their publication is prestigious.
- 2
Research before contacting
Study the reporter's work, social posts, preferred protocols, and current topics so the first interaction is specific.
Pro tip Look for a sincere shared interest or a question you can help answer.
Watch out Superficial personalization is easy to recognize.
- 3
Give useful value
Offer information, context, access, expertise, or encouragement without immediately demanding coverage.
Pro tip Make the interaction useful even if the reporter never writes about the company.
Watch out Do not disguise a company pitch as assistance.
- 4
Build genuine rapport
Continue relevant exchanges and demonstrate reliability before introducing a story request.
Pro tip Be concise and responsive whenever the reporter needs help.
Watch out Do not manufacture friendship or overwhelm the reporter with messages.
- 5
Pitch the broader story
When timing and relevance align, explain how the company contributes to a larger trend that matters to the publication's audience.
Pro tip Make it easy for the reporter to see the audience value.
Watch out Never assume the story should center entirely on the company.
In the wild
Burke lacked the technology-journalist relationships HubSpot needed. She noticed a reporter tweeting about the Mighty Ducks and the Flying V, used that genuine shared interest to begin a conversation, and avoided leading with a promotional description of HubSpot. The relationship produced HubSpot's first TechCrunch coverage within roughly six weeks.
→ A researched human connection developed into relevant earned-media coverage.
Common mistakes
Leading with a funding announcement
A cold request to cover newly raised money gives the reporter little value and makes the first interaction purely transactional.
Demanding promotional treatment
Prescribing the exact photograph, company description, and story angle ignores the reporter's editorial role.
Chasing prestige instead of relevance
A famous outlet with little audience fit may be less useful than a trusted niche publication.
Is it for you?
Best for
It is best for companies that need sustained media relationships rather than a single transactional announcement.
Not ideal for
It is not ideal for teams expecting guaranteed coverage from one unsolicited press release.
From the transcript
“the key to building great media relationships is much like the fundamental premise of inbound, which is that you have to help people and give…”
“If that's your first interaction with a reporter, you're doing it completely wrong.”
“I think people overestimate sometimes how long it will take to build that rapport if you lead with creating value.”
From the episode
Live from INBOUND: Does PR Still Matter? With Katie Burke and Kipp Bodnar
Katie Burke