Last week we discussed whether reporters are making more mistakes these days. We said they are.

Fine. We’re done with that topic (for now).

Now let’s talk about how to make a reporter into a friend (and make it work for both of you!).

1.  Give them what they want. Like any professional, they want you to respect them and their area of expertise (so don’t send a mortgage reporter a pitch on fashion design).

2.  Give them an exclusive. A first look at an embargoed release or white paper creates a lot of good will.

3.  Give them access to credible industry viewpoints. They need to write stories, right? So why shouldn’t your stuff be in their stories?

4.  Follow them on social media. A great conversation starter is paying attention to them on Twitter. Also a great way to know what stories they’re thinking about.

5.  And don’t pick a fight with them. Again, mistakes do happen, but it’s not a good reason (absent clear evidence of malice on their part) to go to war with them over the way they wrote a story. (And there’s also a little thing called the 1st Amendment.)

Great, you say, but what’s in it for me?

A friendly reporter is a great thing to have when you’re pushing a complex or controversial story…or your company’s taking a lot of hits…or your client or senior management is breathing down your neck to get something printed…or you’re having trouble breaking through the news clutter.

Enough said?

(PS: Don’t be afraid to thank a reporter for a good job on a tough story. Everyone likes a legitimate compliment!)