When did “thank you” become optional?
PR moves at lightning speed. We pitch, follow up, coordinate interviews with press, send media assets, monitor media coverage, and then immediately move to the next thing. Somewhere in that cycle, a simple “thank you” can get overlooked. Journalists don’t owe publicists coverage. That’s part of the game and what makes PR stressful and fun. When you get a reporter who’s genuinely interested in your story angle, it’s exhilarating! So, when someone takes the time to listen to your pitch, interview your client and tell their story, acknowledging that effort is just as crucial as getting coverage. Journalists don’t need to be flattered, but they do need to be appreciated for their time and work.
Journalists aren’t an extension of your PR team
A reporter choosing to cover your story isn’t doing you a favor in the traditional sense. They’re doing their job, but they also had hundreds of other stories they could have pursued. PR practitioners can become so focused on securing the placement that we forget about the person on the other side. And just because a story is published does not mean your relationship with the reporter should end. In fact, the opposite should be true: build on that relationship! A genuine thank-you note recognizes the reporter’s time, interest and work without implying that you expected favorable coverage. And this applies when the answer is no, too. If a journalist takes the time to respond to your pitch and let you know it isn’t a fit, thank them! Reporters receive countless pitches, and they certainly don’t have to respond to every one. I appreciate a “no” far more than no response at all. A “no” today doesn’t mean your next story won’t be exactly what they’re looking for. Plus, the thank-you note can establish a rapport with that reporter. It’s a small gesture that can make you memorable.
What does a thank-you note actually look like?
It doesn’t need to be elaborate.
A concise email after an interview is all you need: “Thank you for taking the time to speak with [insert client name]. I appreciate your interest in the story.”
After publication, acknowledge something specific you appreciated about the piece. When appropriate, share the story and credit and tag the journalist on LinkedIn or other social channels.
Media relations is all about relationships
The best media relationships develop over multiple stories. Remember what reporters cover. Read their work. Thanking someone is a tiny part of demonstrating that you value the professional relationship rather than seeing them as a means to a placement. A reporter who knows you’re responsive, respectful and appreciative may be more willing to open your next email because you’ve established yourself as someone worth working with.
It’s a two-way street
Maybe you’ve had journalists thank you for making their job easier. When a journalist acknowledges the publicist’s contribution, it’s a real treat.
I remember one weekend, I had several reporters calling me about a timely story. A few calls Saturday night, more on Sunday morning. All of them were East Coast-based, so I knew I had to be even more diligent in ensuring they received everything they needed. In the midst of all of that, I realized I had the wrong number for the client they wanted to speak with. The reporter was kind and said, “It isn’t urgent. If it goes out Tuesday or later next week, that’s fine.” But to me, it was urgent that I correct course and hunt down the right people to get the updated phone number, all while thanking them profusely for their time and apologizing for interrupting their Sunday. People tend to understand when you deliver your message with respectful urgency and genuine kindness.
Ultimately, this paid off. The story was published the very next morning, and my inbox had a note from the reporter at 6:22 AM: “Thanks for all the assistance yesterday. There’s no way this would be up this morning without you.” – Adeel Hassan, The New York Times.
Good media relations are collaborative even though journalists and publicists have distinctly different jobs. Mutual professional respect makes the process better for everyone.
Don’t confuse gratitude with expectation
- The distinction between gratitude and expectation is important.
- Never thank a reporter in a way that suggests they did what you wanted.
- Don’t expect favorable coverage because you’ve developed a relationship.
- Don’t treat a thank-you note as another networking tactic.
A journalist’s independence should always be respected.
You are thanking them for their time and consideration, not for writing what your client wanted to see.
You could argue that a genuine thank-you shouldn’t have an ulterior motive. Ironically, that’s probably why it helps build relationships, because it isn’t asking for anything.
The “lost art” isn’t necessarily about handwritten notes
A thank-you note doesn’t literally need to arrive in the mail. (Although I am a huge fan of sending and receiving snail mail.) An email, text (if you have that relationship), LinkedIn message or personal acknowledgment can accomplish the same thing. What’s become increasingly rare is taking an extra moment to acknowledge another person’s effort when you don’t need anything from them. Gratitude is such a simple thing, but it can have a lasting impact on the way people remember working with you. And in an industry built on relationships, expressing it genuinely matters.
Like I said, this industry moves at lightning speed. It’s driven by databases, mass pitching, automation and, dare I say, AI. This makes human relationships even more valuable. And please, don’t use AI to write your thank-you note! The whole point is that it should come from you. It doesn’t need to be perfectly written or particularly clever. A few genuine words that sound like you will mean far more than a polished paragraph generated by a machine.
Take the extra 30 seconds
The next time a reporter interviews your client, send the thank-you. When a story publishes, acknowledge their work. When someone has been particularly helpful, tell them. Don’t immediately follow your thank-you with another pitch. THAT dilutes your thank-you. Relationships are built through many small interactions over time. Take the extra 30 seconds.