Source Cultivation
The long-term process of building trust and credibility with journalists to become their go-to expert resource.
Definition
The strategic practice of developing relationships with journalists by consistently providing valuable information, insights, and reliable commentary.
Focuses on being helpful and accessible to media contacts regardless of immediate coverage opportunities.
Why It Matters
Creates sustainable media relationships that generate ongoing coverage opportunities and positions clients as industry authorities.
Provides competitive advantage during news cycles when journalists seek expert commentary under tight deadlines.
Examples in Practice
An economist regularly providing market analysis to business reporters, becoming their first call during financial news events.
A cybersecurity expert offering technical explanations to tech journalists, establishing credibility for future product announcements.
A healthcare administrator sharing industry insights with health reporters, positioning their organization as a thought leader.