Journalist Relationship Mapping
Strategic documentation of media contacts, their coverage areas, preferences, and relationship history.
Definition
Relationship mapping creates structured records of journalist interactions beyond basic contact databases. It tracks coverage history, communication preferences, story interests, and relationship quality.
Effective maps identify which journalists cover which topics, their deadline pressures, preferred contact methods, and past coverage sentiment.
Why It Matters
Strategic media relations requires knowing journalists as individuals, not just outlets. Mapping ensures institutional knowledge survives team changes and guides targeted pitching.
For new team members, relationship maps accelerate productive media engagement.
Examples in Practice
A tech company's map shows that a key reporter prefers email pitches on Tuesdays and has covered their competitor extensively. A consumer brand tracks which lifestyle editors attended their last event.
CRM systems like Muck Rack and Cision help systematize relationship tracking across large PR teams.