Five Important Lessons Before You Meet with a Journalist
This fall, we (Casey Stark and Hanlon Walsh) hit the road across the Southeast to practice what we preach: building genuine media relationships in person. Casey traveled to Atlanta on her way to an existing work trip in Birmingham while Hanlon made the most of a family visit to New Orleans by squeezing in a few journalist sit-down meetings.
Both cities are Southern hubs with a robust media ecosystem and a large stock of journalists who call “The Big Peach” and “The Big Easy” home. Our goal was simple: connect with editors, reporters, and freelance journalists in person.
Not to pitch or sell them. But to get to know them better personally, understand what they’re working on, and share potential story ideas to help make their job easier. During our visits, we met with five journalists over coffee in local cafés across Atlanta and New Orleans. Our meetings with reporters from regional business, lifestyle and food/travel outlets reminded us how much richer media relationships become when they’re built face-to-face.
Digital outlet covering startup ecosystems in the South (Bloom Coffee in Midtown)
National travel freelancer (Spiller Park Coffee in Toco Hill)
Southern travel magazine (Java Lords in Little Five Points)
Freelance travel writer and photographer (Hotel Peter & Paul in the Marigny District)
Magazine publisher and environmental journalist (Trumpet and Drum in Uptown)
We left each meeting energized, not just by the stories we discussed, but by the reminder that strong PR–journalist relationships are built on genuine connection, not transactions. These firsthand experiences, paired with the relationship-building wisdom we took away from Christiana Roussel at Media Matters, affirmed five key lessons we’re carrying into 2026:
1. Do Your Homework
A simple principle, but still critical to making a good first impression. Journalists are busy, and agreeing to an in-person meeting is no small ask. Respect their time by knowing what they cover, what they don’t cover, and what they’ve published recently. Then come prepared with a few thoughtful ideas offered conversationally, not as a sales pitch. When you show up informed, you show up as a partner, not a pusher.
Casey’s Take: In one meeting, I noted one of the writer’s stories that I enjoyed reading, then brought up a few story ideas focused on Alabama’s music history, food and outdoors assets knowing this article and others have covered related travel topics.
2. Take the "Sales" Out of the Conversation
Your first priority is not to pitch; it’s to connect. Ask questions. Learn what they care about, personally and professionally. Your prep work should uncover shared interests you can use to create natural rapport, whether it be about parenting, outdoor hobbies, favorite local spots, a mutual love for Trader Joe’s or something else entirely. Relationship building is a human exercise, and the best conversations start with common ground.
Hanlon’s Take: One of the writers I met with is a Birmingham native, so we spent much of the time sharing some of our favorite Birmingham interests, from neighborhoods and parks to bars and restaurants. From there, the conversation naturally evolved into sharing what’s new in the city and then brainstorming a few media angles and ideas together on the fly.
3. Meet Them Where They Are (Literally & Figuratively)
If you’re the one requesting the meeting, make it easy: go where they prefer, whether that’s their office, a neighborhood coffee shop or a spot near their next assignment. But don’t stop there. Pay attention to communication style and personality cues. Adapting your approach shows respect for their time, their work style and their humanity.
Quiet, reserved journalist? Come armed with a few questions in your mental back pocket.
Energetic, relational personality? Make space for conversation before mentioning a story idea.
Casey’s Take: I met each journalist in their own neighborhood—even if it meant a long drive. That small gesture showed I was there to help, not to impose. Once the conversation began, every conversation unfolded differently: some folks jumped straight into travel stories, others prioritized personal connection first. Flexibility and listening are key to meeting people where they are.
4. Plan Around Your Existing Calendar
When you think about scheduling meetings with journalists, work smarter not harder. Get creative with it by pairing your outreach with remote work in a new city, a trip to see friends or family, or travel for a client event.
Hanlon’s Take: I had already planned on visiting New Orleans for my sister’s birthday and to spend time with my 1-year-old nephew while working remotely. Since I was visiting during the work week, I wanted to make the most of it by scheduling a few journalist meetings.
After a little research, I was pleasantly surprised by how many renowned travel writers call New Orleans home. It was a great way to explore different neighborhoods, try new coffee shops, and build genuine connection.
5. Follow Up and Follow Through
Always send a thank-you, whether it be an email or a handwritten note. And if they asked for additional information, deliver it promptly. Consistency and reliability matter. They’re the foundation of long-term trust.
Casey’s Take: After each meeting, I sent a thank you email and followed up with any promised details we’d discussed. That small step reinforced reliability and kept the relationship moving forward.
Our PUBLISHED By PERITUS Takeaway is this:
These coffee meetings required more time and travel than a phone call or Zoom. But they were undeniably more valuable.
In an era when AI-generated emails flood inboxes and transactional pitches are everywhere, our biggest competitive advantage lies in building real relationships and earning trust.
The investment pays off. And you’ll walk away with relationships that can’t be replicated behind a screen.