The media landscape has changed dramatically.
Traditional newsrooms have shrunk. More journalists have moved into freelance or hybrid roles. Often, they have to juggle multiple beats and deadlines.
At the same time, media outlets are fighting a tide of AI-generated stories. Some even use filters to weed out AI-generated fluff.
All this means business schools face a new challenge: how to build and maintain meaningful relationships with fewer – and busier – journalists.
Some journalists are still happy to go out for coffees and take phone briefings. But they are becoming more discerning with their time.
Sending out press releases to all and sundry is rarely an effective strategy.
In this new environment, how can business school communications teams build genuine, trust-based connections with the press?
Here are some strategies that successful business schools use.
1. Do their homework
Some journalists get more than 100 email pitches a day. Often this means they have just seconds to assess whether a pitch is worth following up – if they read it at all.
Business schools that do their homework before approaching reporters will see better results.
This can include reading their recent work, understanding their tone and interests, and following their updates on social media.
Many freelancers contribute to multiple outlets, so staying in the loop matters.
Business schools should personalise each message by referencing the journalist’s interests and showing they understand what they care about.
Keeping a record of journalists’ likes and dislikes can make a business school’s outreach smarter and more respectful.
2. View it as a partnership
Business schools that have great relationships with journalists don’t think, “How do I get this covered?”. Instead, they ask: “How can I make this journalist’s life easier?”
They offer credible experts, data, and visuals that strengthen their stories. They are concise, accurate, and proactive about providing the context and materials that journalists will need.
When schools position themselves as reliable, transparent sources rather than being promoters, journalists trust them and return to them for help.
3. Respect journalists’ time and boundaries
Overworked journalists don’t have the time for long or irrelevant pitches.
Short emails that are to-the-point work best. Business schools should also make it clear what they are offering: an interview, new data, research, commentary and so on. If they are targeting a particular column or interview slot, they should say so – and explain why they think their content would be of interest to the journalist’s audience.
If journalists don’t respond straight away, it’s OK to follow up once, but schools should resist the urge to follow up repeatedly.
Assume “not now” rather than “never.”
4. Add value between pitches
The best PR-journalist relationships aren’t transactional; they’re consistent.
Business school communications teams can engage with journalists’ stories online, share their work, and send occasional insights without an agenda.
They can keep a lookout for wins, from award nominations to new roles.
Showing a genuine interest builds rapport that lasts beyond a single news cycle.
5. Understand and support freelancers and junior reporters
Major media outlets are increasingly turning to freelancers for content, and they can be a great way for business schools to get featured in hard-to-reach publications.
It’s worth remembering that freelancers often balance multiple clients and outlets.
Schools can ask where they are contributing and tailor their ideas accordingly. They should also respect exclusivity agreements and deadlines or consider offering early access to data or insights.
At the same time, respect junior reporters. People can be a little sniffy about being interviewed by new journalists, but it can turn into a great opportunity. Junior reporters are looking to build their network and name, so being helpful to them at the start of their careers will pay dividends in the long run.
6. Show empathy
Acknowledging the pressures journalists face is more likely to result in a better relationship.
A simple line like, “I know you’re likely juggling multiple deadlines, so I’ll keep this brief,” shows awareness and respect – and helps their message cut through.
In summary
Fewer journalists means there is more competition for their attention.
By offering value, showing empathy, and respecting boundaries, business school communications professionals can build trust – even in an overworked, fast-changing media world.
