Are media relationships dead… or just different?

The little black books, long lunches, and whimsical chats that once typified PR-journo relationships now seem a little anachronistic. So how can PRs build trust in 2026?

In our last feature on perfecting your pitch (What makes a PR pitch useful for journalists in 2026?), the industry outlined the state of the modern newsroom: smaller, stretched and suspicious (of AI in particular).

It all begged another question: are media relationships becoming less important? Or have they simply changed shape?

The answer from PRs, journalists and media specialists seems to point to the latter. But, as ever, the devil is in the fine print.

Trust in the AI age

Rachel Mitchell, Integrated Comms Director at CRC, tackles the elephant in the room from the outset, stating that AI has made that trust more valuable, not less.

“AI is making things trickier on both sides,” she says. “Journalists are having to wade through a deluge of AI-generated pitches and content – we’re hearing more and more complain about receiving op-eds and commentary that’s clearly generated by LLMs. This is also negatively impacting PRs. We’re having to fight harder to get attention amidst all this AI slop.”

That environment, she argues, has added a new dimension of trust: “Relationships are more important than ever because the journalist knows they can trust you. If you’ve sent them good content or put them in touch with a good interviewee before, then they know they can expect the same again. That’s not to say that a relationship is a substitute for a solid pitch. If the pitch is no good, it’s not getting picked up whether there’s a relationship or not. But it gives you a head start.”

Are media relations still important?

Media relationships still open doors, but only if there is something worth putting through them.

Stories still come first

Gemma Eccleston, managing director of Hendrix Rose PR, echoes a widely held view: the strongest results come when a compelling story and a trusted relationship work together.

“The strongest results come when you have both,” she says. “A great relationship won’t make up for a weak story, but a strong relationship can mean a journalist is more likely to open your email, take your call or give a pitch proper consideration. Ultimately, journalists need compelling stories, but trusted relationships help cut through the noise.”

Less lunch, more purpose

Depending on your age, you may or may not recall the long, leisurely lunch meeting. Alas, those days are less frequent, but the relationships they fostered have merely shifted in how they are built and maintained.

“Relationships remain hugely important, but the way they’re maintained has changed,” says Eccleston. “Long lunches and pub catch-ups still happen occasionally and can be incredibly valuable, but they’re certainly less frequent than they once were. Most journalists are incredibly time-poor, so coffees tend to be the preferred option these days. They’re quicker, easier to arrange and fit more naturally into busy schedules.”

Chris Bull, director of earned media at VCCP Roar, has seen the same shift: “Journalists today are more time-pressured and have far less opportunity to get out and meet PRs,” he says. “I recently had a media meeting with a well-known journalist who had to take a half day of annual leave just to make it. Unless you already have a relationship, an unsolicited "fancy a coffee?" email is less likely to get a response than used to be the case. Most journalists need a clear reason to meet – whether that’s an ongoing working relationship or access to a client, story or insights they’re genuinely interested in.”

Bull says agencies are still arranging media meetings, but, like Eccelston argued, he says the tone and purpose have changed.

“Media meetings are still vital. As an agency we carry out several every week. But as a rule, they tend to be shorter, coffee more commonly than lunch, and outcome-focused. It’s not just about schmoozing and trying to become their mate, although that remains important. It’s about giving them something they can take back to their editor and get some copy out of.”

Reliability beats access

Hannah Viney, founder of Sycamore Communications, makes the point even more starkly. For her, relationship-building is no longer about getting time in a journalist’s diary – it is about proving that you can be relied upon when time is short.

“I have found the best way to develop a good working relationship with a journalist is to simply be reliable. I have multiple journalists who reach out to me directly because they know that not only do I have clients who are genuine experts for the topics they report on, but they can count on me to provide quality responses to their queries, within their deadlines.”

It’s a sentiment that eponymous founder of Ellie Glason PR, which does PR for agencies and founders, perhaps goes even further with arguing that PRs should stop thinking of journalist relationships as friendship-building exercises and instead treat journalists almost like clients: “My top tip to build better relationships isn’t to try to make friends with them, but to treat them as if they are a type of client. Be friendly and interested, obviously send them good stories, know their beat, don’t spray and pray. And always stick to their deadlines, give them easily accessible info, and say thank you for coverage. And don’t ever ghost them, even if they ghost you.”

New channels, same rules

While the economic climate is often billed as the prime mover in the demise of regular lunches, the channels PRs use is also a factor.

Eccleston says communication is increasingly moving beyond email once a relationship has been established: “We’re also seeing communication move beyond email. Once a relationship has been established, LinkedIn DMs and WhatsApp messages are increasingly becoming the preferred channels for quick conversations, particularly when journalists are working to tight deadlines. They’re often faster, more personal and can help move a story along more efficiently than a crowded inbox.”

Emily Radford, PR & outreach specialist at Colewood Digital, says social media now plays an important role in relationship-building, particularly for making a name familiar before a pitch lands.

“I think it’s important to be present on social media to build relationships,” she says. “I personally use LinkedIn to follow journalists and engage with their content. Being active on the socials is useful for getting your name seen before you pitch, but especially important if you’ve already secured media coverage with them. To help build your relationship, I would definitely show how much I appreciate the coverage by sharing their article and openly thanking them.”

She also uses social engagement to support journalist requests: “One habit I’ve started to get into for building relationships is also engaging with them on their journalist request social posts. As well as sending an email response, I back it up with a like and a comment on their social post to hopefully get them more familiar with my name.”

Professional respect matters

Despite a more dressed-down approach to business in the 21st century, maybe there’s something else at play in our culture? Perhaps, a revisiting of good old-fashioned professionalism.

For Alex Blakemore, newsroom director at markettiers, the fundamentals of media relations remain intact, but the way they are applied has changed.

“I think the fundamentals of media relations haven’t changed, but the way they’re applied certainly has,” he says. “The small touches that make journalists pay attention are often the simplest: genuine personalisation, understanding the programme or publication you’re pitching to, and demonstrating that you’ve done your homework. Journalists and producers are inundated with information every day, so relevance matters.”

Blakemore says relationships are now built less through entertaining and more through professional respect.

“Relationships remain incredibly important, but they’re built differently today. It’s less about long lunches or trips to the pub and more about trust, transparency and professionalism. Strong relationships come from being honest when you don’t have what someone needs, respecting a journalist’s expertise, and being willing to collaborate openly. Conversations are most valuable when you have something meaningful to contribute, rather than networking for networking’s sake.”

The journalists view

Edd Dracott, founder of Folc and former PA head of social, brings the journalist’s perspective. He agrees that meeting in person can still help, but says it is far rarer than it used to be.

“From the journalist’s side, it builds that trust and encourages you that the PR understands what you are looking for. So if it’s gone well, you’ll pay more attention when their name appears in your inbox. In my experience, where there was once time to be bought lunch, there is now only time for a coffee near the office.”

For Dracott, relationships do not replace stories. They sharpen them.

“Relationships are great, and they can improve the strength of the stories PRs pitch. But, I would never commission a story based purely on the relationship I have with the PR pitching it. However, building those relationships is still essential because it strengthens your stories. If PRs understand the journalists they work with, they can learn what grabs their target journalist’s attention and tailor their pitches accordingly.”

Damien Smith, editor-in-chief of The Foil, adds that if you happen to genuinely like each other, that can make all the difference.

“In my 30-plus career, I've been lucky to meet and befriend many more good PRs than bad. Tensions are inevitable, especially when the story takes a turn that's not great for the PR line. But trust goes an awful long way in such moments. The loss of long lunches hasn't changed that.

“Beyond the personal touch, trust and an understanding of what amounts to professional conduct is key. Both have certain expectations of each other – the PR wants coverage from the journalist, the journalist wants material that will make for a good story – and a mutual acknowledgement of what each expects from the other goes a long way. Open communication between both parties at the start can avoid awkwardness further down the line," he says.

Paul Colston, managing editor at Mash Media adds that time is ever more the essence: “Rather than six-pint lunches, my advice would be to tune in to what makes a particular journo tick; which sectors, stories interest them most and what makes them and their media tick.”

He adds that best practice matters: “Make sure any PR approach is timely, on calendar and on point. Does it chime in with any forward features list or the sector's talking points or zeitgeist? Consider the time of day. First thing for news, later maybe for feature pitches.

“Send photo or video backup material at the same time and ensure it is good quality. Be flexible and repoint any piece/pitch and add in quotes or connect with relevant sources. Also, don't send a pitch and disappear. Be holistic and prepare for follow up questions.”

From the PR side, he says that while you may not be able to give a news scoop on one occasion, going the extra mile and providing a new breaking story or item next time is good politics with a journo who shows most interest first time round.

“Follow up and check in after publication. De-briefs can lead to better future results from both sides. And, needless to say, follow each other on social channels and comment often there. Be tuned in take a cue from any buzzing debates/chains/personal bugbears etc.

“If you do all that,” he adds, “you're worth those six pints.”

Calum Di Lieto, a journalist and presenter, says listening, communication and some quality time goes a long way: “Some initial and then semi-regular face-time is essential to maintain and strengthen the relationship. This can be a quick bump into each other at a trade show, or a three-day press trip together. Either way the personal connection needs to be there.

“But equally as important as the real-life connection, is the actual understanding of what the journalist needs and wants from content. Every outlet should be treated uniquely because every journalist will have a different approach, taste and style to their output.” 

The new currency

The PR/journalist relationship is not dead then. But "long live the PR/journo relationship"? Sort of.

It is now very much a working relationship built through repeated proof – proof that the PR understands the journalist’s beat, respects their time, knows what they need and can deliver it quickly.

The "little black book" is probably not enough in an era of overflowing inboxes and AI-generated noise. The new currency is trust, relevance and reliability.

Five tips for building better journalist relationships

1. Be reliable before trying to be memorable
As Hannah Viney puts it, “the best way to develop a good working relationship with a journalist is to simply be reliable.” Deliver quality responses, meet deadlines and make yourself useful.

2. Give journalists a reason to meet
Chris Bull notes that an unsolicited “fancy a coffee?” is less likely to work now.
Meetings need a purpose: access to a client, a strong story, useful insight or a clear future opportunity.

3. Treat journalists like clients, not contacts
Ellie Glason says PRs should “treat them as if they are a type of client”: know their beat, send good stories, stick to deadlines, provide accessible information and say thank you.

4. Use the right channel at the right time
Gemma Eccleston says LinkedIn DMs and WhatsApp are increasingly useful once a relationship exists, especially when journalists are working to tight deadlines.

5. Build trust through relevance
Rachel Mitchell says relationships matter more in an AI-clogged inbox because journalists know who they can trust. But trust only helps if the pitch itself is strong.