Reporters get hundreds of pitches each week. Most end up in the delete file or trash can. This deluge of pitches tends to make reporters skeptical.

On the other hand, they are always looking for stories that will impact and interest their audiences - both negatively and positively.

As conduits to your prospects and customers, reporters have incredible influence on your target audience. Therefore, it is imperative to build trusting relationships with your target media so that they will be open to hearing your message. This is a long-term process that requires patience, respect and understanding.

Effective communication skills form the foundation for all media relationships. The following tips focus on honing those skills enabling you to cut through the newsroom clutter in order to connect with your target media by gaining their trust and respect.

• Be objective about your announcement - Is it hype or is it newsworthy? If it is hype, forget it or reposition it so that it has a natural news hook.
• Know the media - do your research. Familiarize yourself with each media outlet by repeatedly reading newspapers and magazines, watching news and features shows and listening to radio shows to identify which is most appropriate for your announcement.
• Know the reporter - once you have identified appropriate media outlets, research specific reporters or producers for your announcement.
• Introduce yourself - don't wait for a call from the media, reach out before you need them to introduce yourself and your area of expertise. Become a resource for them.
• Time for contact - find out how and when the reporter wants to be contacted.
• Know your message - clarify and practice your message before delivering your pitch.
• Keep it simple - when sending ideas and pitches, always keep it short, enticing and informative.
• Good phone etiquette is a must - when calling a reporter, introduce yourself fully, reference previous conversations to jog the reporters memory of who you are and why you are calling, and ask if it is a good time to talk.
• Always deliver - Never make promises you can not keep. If you say you will do something - do it. No excuses.
• Follow up - it is important to be in front of reporters consistently.

Following this tips will help you quickly build mutually beneficial relationships with target media.