Most reporters prefer not to get phone calls from healthcare PR pros and, for the longest time, suggested email as the primary means of communication. However, as reporters are now more easily accessible on LinkedIn, Twitter, or Facebook, it has become easier to get their attention there. Using all available channels when doing healthcare media outreach has become standard practice. 

Building relationships with the media does not happen overnight. You should follow these PR practices for your healthcare company—all before pitching the media a story: 

• reading what reporters write in the healthcare space 
• sharing and posting appreciative comments on their stories 
• offering something without expecting any returns