Few things are more important for PR professionals than building high-quality relationships with reporters and journalists. By putting in an honest effort to make reporters’ lives easier, PRs put themselves in a much better position to provide genuine value for both their firms and their clients. Here are four key tips to do just that.

1. Demonstrate Interest

Reporters are always looking for interesting pitches they can turn into great stories; that’s part of their job. But at the end of the day, they’re people, too—and they’ll be able to tell if your outreach is purely self-serving. So before pitching a journalist for the first time, consider how you can start building a genuine relationship first. Here are a few suggestions:

• Share their articles. Like something a journalist wrote? Share it out and praise them for it! Even a single share demonstrates genuine interest and attention—and makes it more likely the journalist will return the favor later on.
• Engage on social media. Whether you’re on Twitter, LinkedIn, a blog, or some other platform, engagement goes a long way. If you have genuine value to add, don’t be afraid to favorite, repost, retweet, or chime in on an existing conversation.
• Send them story tips. Like we said, reporters are always looking for stories, but not necessarily yours. Reaching out with a few tips and/or ideas is a great way to show that you’re a valuable source of industry knowledge in general, not just about your particular client or company.

2. Know Your Audience

Nothing irks journalists more than an irrelevant or copy-and-paste pitch—and for good reason. In this day and age, there’s no excuse for not doing your research and pitching something that aligns with the journalist’s beat or the mission of the outlet they write for. Staying on target—that is, pitching the right stories to the right reporters—signals professionalism and makes it more likely that journalist will work with you in the future.

3. Pay Attention to the News

Journalists usually aren’t just looking for any old stories, they’re looking for stories that somehow tie into what’s happening in the world right now. As a PR professional, it’s key to keep your finger on the pulse. Make a habit of monitoring key outlets for trending stories, and set up news alerts to ensure you don’t miss a beat. Staying up to date with the news makes it much easier to position your client in the context of a current story or hot topic (commonly known as “newsjacking.”) This is a win for you, your client, and the journalist you’re pitching.

4. Include Supplemental Materials

Just about every story needs a good visual to match—no matter how vivid your pitch is. Last year alone, 80% of journalists included images with their pieces, and 45% included videos. You’ll win major points with journalists by including high-quality multimedia assets with your pitch; they’re crucial for driving engagement. Similarly, providing supplemental information like key statistics and relevant quotes makes a journalist’s life much easier and fills out the story even further. It always pays to be as thorough as possible.