If you've been listening for a while, you've probably heard me say this before:

In public relations, the most important word isn't "public."

It's relation.

And even though the web, social media, AI, and all the technologies transforming our industry at lightning speed constantly reshape our tools and our platforms, one thing has never changed:

At the end of the day, we are still trying to reach human beings.

To share a story, an idea, a product, a service…

and maybe, eventually, inspire them to engage with it.

What sets public relations apart isn't just our ability to write a press release or craft a great angle.

It's our ability to build genuine relationships.

In this episode, I share three simple reasons why the word relation truly forms the foundation of our profession.

1. Relationship Before Conversion

People often compare PR to sales, and for good reason: both disciplines rely on the same core pillar: the relationship.

The best salespeople don't think in terms of transactions.

They think in terms of connections.

And PR works exactly the same way.

A journalist comes back to you because they know they can rely on you.

They know:

• you provide accurate information,

• you respond quickly,

• you follow up professionally,

• you respect deadlines,

• and you understand their editorial needs.

In other words, you don't waste their time.

This relational quality turns a single "yes" into a series of opportunities.

And that's where PR stands apart from other disciplines: relationship is the engine of long-term visibility.

2. Relationship as an Antidote to Noise

Today, journalists, producers, and influencers are drowning in a sea of messages.

They receive dozens — sometimes hundreds — of pitches every single day.

So why do they open your email instead of another one?

Why do they read your angle?

Why do they call you back?

Because a connection exists.

A relationship acts as a natural filter in an oversaturated landscape.

It adds credibility to your message.

It makes your email more than just… another email.

With a relationship, your message cuts through the noise.

That's why PR remains so relevant in the age of algorithms: it's built on something no technology can replace: the human connection.

3. Relationship as Long-Term Value

Advertising buys immediate results.

PR builds an asset.

A strong relationship doesn't disappear when a campaign ends.

A journalist may think of you six months later for a story.

An influencer may spontaneously mention your brand simply because they appreciate the way you work.

That's the long-term value of public relations.

This relational capital subtle, invisible, yet incredibly powerful, creates repetition, trust, and memorability.

And that kind of capital is priceless.

Relationship: Our Superpower

In the end, the reason PR remains essential despite every technological shift is simple:

It's rooted in the most precious thing humans share: trust.

Technology evolves, platforms change, but relationships endure.

And as long as there are people to listen, to question, to tell stories, public relations will always have a place — a strategic, solid, and deeply human place.

Thank you for being here every week, and for being part of this relationship too.

If you'd like to learn how to create a strong, compelling press release or craft a pitch that opens doors, join me for my next press-release workshop on December 17, 2025 the last one of the year.

PRESS RELEASE WORKSHOP ➤ https://event.webinarjam.com/nv6or/register/70w45a7p

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Nata

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People often imagine public relations as a world of glamour, fancy events, and almost magical visibility that appears with a few well-placed phone calls.

And if you're like me, a fan of Sex and the City, you probably remember Samantha, the iconic publicist, always with a champagne glass in hand… but quite far from how things really work in our industry.

Because in truth, public relations is a form of selling.

Yes, selling, but a very particular kind: subtle, strategic, and deeply human.

It's not about convincing a customer to buy a product.

It's about proposing a story to a journalist or an influencer and inspiring them to tell it.

PR is selling… without "selling"

At the heart of public relations is the ability to convince a journalist, a partner, or an influencer that a story is worth sharing.

We don't push.

We don't manipulate.

We propose.

We spark interest.

Just like in sales, PR is about presenting an idea, a point of view, and an angle that makes someone want to know more.

A good salesperson highlights a product's benefits.

A good PR professional highlights the relevance and value of a story.

And the press release?

It's not a bureaucratic exercise.

It's PR's number-one tool: a way to package a message so that it becomes interesting, helpful, and relevant.

That's why I like to say:

"A press release is simply a well-presented value proposition."

Because that's precisely what it is: an invitation for the media to enter your world and share your story.

The media are also "clients"

We often forget this, but journalists and influencers behave very much like real clients.

They have specific needs, tight deadlines, mental overload, and every day they have to sort through hundreds of pitches.

They are professionals whose goal is to create quality content for their audience.

Our job in PR is to make their work easier:

To offer strong stories, clear angles, credible data, and accessible spokespeople.

It's not about ego, and it's not an opportunity to talk about yourself for free.

It's about responding to a real need in their workflow.

That's why I often repeat:

"Just like in sales, PR is not about talking about yourself — it's about meeting the real needs of journalists and influencers."

When you understand this, everything changes: your messages become sharper, your communication more effective, and your response rates… much higher.

A strong PR pitch is a strong sales pitch

The parallel between sales and PR becomes even clearer when we look at what makes a great pitch.

Whether it's aimed at a client or a journalist, the ingredients are identical:

• a strong hook

• a clear value proposition

• a concise message

• and the right person at the right moment

A press-release pitch and a startup pitch follow the same rules.

They must capture interest instantly, then make the other person want more.

A good pitch is the one that makes someone say:

"Interesting — tell me more."

And that's why I like to summarize it this way:

"PR is about selling ideas… and building relationships that last."

Conclusion

Public relations is not a mysterious art reserved for a select few.

It is simply a smart and strategic form of selling.

A kind of selling that doesn't push products — but ideas, stories, and vision.

And the good news is: PR is simple, and it's absolutely accessible to you.

If you'd like to learn how to create a strong, compelling press release or craft a pitch that opens doors, join me for my next press-release workshop on December 17, 2025 — the last one of the year.

To make sure you don't miss it:

Sign up for our mailing list, and you'll also receive our six-step model to create PR and INFLUENCE campaigns

A perfect preparation for the workshop.

For anything else, feel free to reach out by email: nata@natapr.com

Nata

SIGN UP TO OUR LISTS ➤ www.natapr.com

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Today, I want to talk to you about a persistent myth in the world of public relations: the myth of numbers.

Many still believe that having hundreds, or even thousands, of media contacts is the key to success.

But in reality… ten good contacts can be worth a thousand names on a list.

Why?

Because in public relations, it's not about quantity, it's about relevance.

Yes, agencies build relationships of trust with journalists, but in a world that moves at lightning speed, I believe our number one asset is our ability to create genuine connections.

Ten journalists or content creators who are truly interested in your industry, your product, or your service will do far more for your visibility than a thousand generic addresses receiving a standard press release.

I call these the real influencers: the right contacts for you.

It's also much easier to deepen your understanding of a handful of contacts than of thousands.

You can take the time to explore their social media accounts, see what interests them, understand how they work, and when you reach out, you can speak about their latest article or post in your industry that you've read with interest.

Public relations is, above all, about human relationships.

Show that you care about their work simply that, and you'll see more of them responding to your emails.

A true relationship takes cultivation: respect, listening, and time.

Authentic connections are what make a journalist think of you for a story, or an influencer speak about your brand with conviction.

So the next time you think, "I need to grow my contact list" because you don't have enough journalists or influencers, focus instead on strengthening the relationships with the right people, as I've described.

These are the real influencers: those most likely to talk about you, and those with whom you can take the time to build genuine bonds.

And just to make you smile, I found this about the famous Albert Einstein, who also said: "Ten good ones are better than a thousand."

It reminds us that focusing on quality over quantity is always bette: ten good people or ideas are far more valuable than a thousand mediocre ones.

Because in PR, as in life, it's not the numbers that matter, it's the genuine, sincere connections.

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Can't wait to meet you.

Nata

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