It's important to build relationships with reporters. Now it could prove advantageous down the track. If you have a good relationship with a reporter, they may give you some slack when things go wrong or they may give you a free kick. If you have something to promote, invite them out for coffee and get to know them. Get to know the reporters who report in your particular field. For example, if you're involved in the medical field, then get to know the medical reporters because they're the ones that you'll be mainly dealing with