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

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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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Or download one of our free tools.

We'll likely offer a free press release training very soon!

Can't wait to meet you.

Nata

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What still excites me today is discovering the articles journalists and media publish about our clients.

Even now, I love reading and seeing how journalists and influencers talk about our clients, their products, and their companies.

I feel privileged that, over these 25 years, clients such as Van Cleef & Arpels, Roche Bobois, Polestar, Moscot, Caudalie, Kérastase, Bella Vita, Annabelle, and hundreds of others have trusted us to get them talked about by journalists and influencers.

There's real energy, a great power in all those press articles that often remain online for years.

Just this week, we suggested to a new client who opened the beautiful boutique La Maison Générale that we meet her on site. She told us that her customers were slowly discovering she had a physical store, and that the vast majority weren't even on social media.

That's exactly why she hired us: to get people talking about La Maison Générale.

Our client has a lot to manage and doesn't want to handle her own public relations.

But for anyone who does want to benefit from PR, our program, where I teach you how to get journalists and influencers talking about you, is very accessible.

I guide you step by step, and in less than two hours a week, you'll succeed in getting noticed.

Just one article can pay back your investment in this program.

I teach you our six-step method for creating powerful press releases, and together we build your campaign in six steps.

In the program, we'll find the best headline for your press release to grab journalists' attention.

I'll help you build your contact list and show you how to find them.

I'll also share our pitch email to reach out to journalists and influencers.

After just the second week of the six-week program, you'll already know how to approach the media.

Understanding and mastering your own PR campaigns will give you a real competitive edge.

It's like knowing when to turn the faucet on or off to get noticed and generate revenue.

Being seen, reaching more potential clients, and getting known will help you sell more.

That's what all the companies you admire are doing, and thanks to the web and AI, PR has never been more accessible or easier to do.

Don't miss our last cohort of the year.

November 10, 2025 – join me to learn HOW TO GET FEATURED IN MEDIA

Check out the program:

HOW TO GET FEATURED IN MEDIA ➤ https://prschool.natapr.com/evergreen_en

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In this episode, I'm sharing five reasons why now is the perfect time to integrate public relations into your strategy.

I was recently chatting with our new PR Director, and I love her perspective on our profession. She worked for many years as a journalist and media expert, so she knows well what I like to call the behind-the-scenes world of public relations.

I asked her what she believes are the main reasons that could convince a client to include PR in their marketing plan.

Here's what came out of our discussion:

1. The longevity and lasting impact of an article
In a world that moves at lightning speed, where social media content disappears in a heartbeat, nothing compares to the value of an article about you, your company, or your products.

These articles continue to appear in online searches --- sometimes even on AI-powered platforms --- and can remain visible for years. Their value is truly priceless.

2. Breaking free from algorithms
You may have invested a lot of energy and budget into your social media platforms, but still struggle to reach new audiences. This is where PR comes to the rescue. It can expose you to thousands of people who have never heard of you before.

3. Building credibility and trust
PR helps you position yourself as an expert. When a third party, such as a journalist or influencer, talks about you and shares your story, it enhances your credibility and builds the trust that both future and current customers place in you.

When it comes time to buy a product like a tea, a car, or a skincare treatment, they'll remember you --- because they've already read about your brand or heard your story before making their choice.

4. Growing your visibility and reputation
Many of our clients don't work with influencers. They rely instead on public relations --- online and in traditional media. Social media isn't always the ultimate solution, and PR can often be the key to achieving the visibility you're looking for.

5. Benefiting from the compound effect of PR
As you know, I love advertising. Advertising drives sales. But PR makes you known. And there's one unique effect that only PR can bring: the compound effect.

A journalist invites one of our clients to a radio interview. Then a newspaper calls us to talk about them. Later, schools reach out through their website to invite them to speak at conferences and other events. The ripple effects of PR keep multiplying on their own.

The greatest strength of public relations remains this ability to make you known.

Don't miss one of our last cohort of the year to learn how to:

GET FEATURED YOU FOR FREE

- November 10, 2025

Check out the program:

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But what exactly is a publicist?

The word publicist carries a hint of intrigue.

It takes us back to a time when this profession unfolded behind the scenes, long before the internet, social media, and influencer marketing.

In fashion, beauty, or design, publicists---often called press agents---were key figures.

They were recognized as true experts, and their role went far beyond sharing information.

They shaped careers. They created events. And they knew how to captivate the media.

Take Eleanor Lambert.
She founded the Fashion Calendar.
She invented... New York Fashion Week!
Thanks to her, American designers like Oscar de la Renta and Calvin Klein gained international recognition.

Lambert wasn't just a publicist---she was a visionary.

In Hollywood, there was Lois Smith.
She had a gift for turning an actress into an icon.
Marilyn Monroe owed her a lot.
Smith knew how to orchestrate public appearances, manage relationships with journalists, and build a story around a personality.

Being a publicist back then meant having a precious contact book, an intimate knowledge of the industry, and above all, an unfailing instinct for storytelling.

Their influence was built on trust, respect, and professional rigor.

Today, the profession has evolved.

PR agencies have taken over.
They juggle journalists, influencers, social media, visual content, digital partnerships... and even paid advertising.

Results are measured differently: reach, engagement, conversions.

Yet despite these sophisticated tools, the essence of the job remains the same.

Whether it's a journalist in the 1950s or a content creator today, strong stories, authentic narratives, and genuine human connections remain the key to building awareness for a product or personality.

The word publicist is still widely searched online.
And yesterday's publicists and today's agencies share one thing in common: lasting visibility is built on storytelling and human relationships.

The very term publicist continues to fascinate.

It evokes elegance, subtlety, and the boldness of those pioneers who turned communication into an art form.

Their legacy lives on in every press release, every event, every strategy designed to bring a story to life.

In the end, no matter the tools.
No matter the era.
Our profession remains the same: weaving stories, creating connections, and building visibility that lasts.

This is what PR professionals continue to do today, still inspired by those who shaped the history of the craft.

I'm also taking this opportunity to announce our next free workshop on the #1 PR tool: the press release.

Reserve your spot even if you can't join us live. The session will be recorded, and a replay link will be sent to all registrants after October 15, 2025.

FREE WORKSHOP ➤ https://event.webinarjam.com/register/43/xkqx7cm6

Don't miss one of our last cohort of the year to learn how to:

GET FEATURED YOU FOR FREE

- November 10, 2025

Check out the program: Get Featured For Free

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📺 Watch on YouTube ► https://youtu.be/YLX0O3FfkR4

For this episode, I have the pleasure of welcoming Vanessa Sicotte, design expert and founder of Damask & Dentelle, a digital platform dedicated to interior design. She is known for an approachable, vintage-inspired aesthetic and also hosts the Déco Thérapie podcast.

Before launching Damask & Dentelle, Vanessa graduated in Marketing, then earned a Master's degree in Art History from Concordia University, and worked in the corporate world, including at Louis Vuitton and Canon. She created Damask & Dentelle after deciding to follow her passion for décor, and today embraces a new challenge by joining the NATA PR team.

Vanessa explains how she defines herself first as a mom, passionate woman, and traveler at heart. These aspects have shaped her professional practice in design and as a storyteller. She built her career around one idea: our spaces are never neutral; they reflect who we are.

She shares that Damask & Dentelle was born from her desire to democratize design and show that everyday beauty is found in the details. The name represents Quebec heritage—damask in English and dentelle in French—embodying the blend of heritage and modernity that defines her design vision.

What surprised her most about PR is how deeply it's rooted in human relationships. Behind every press release and strategy, there's dialogue—a way to build trust with media, clients, and communities. This balance between long-term strategy and daily agility excites her enormously.

To brands relying only on social media, Vanessa explains that while social media is essential, it doesn't replace the depth of an article or interview. PR adds credibility and resonance that lasts over time, anchoring stories in collective memory.

She sees each social platform as a room in a house: each has its function, but together they tell a coherent story. For the future, she hopes to serve the NATA PR team and remain curious and open to new encounters, as PR, like design, is all about human connections.

📍WHERE TO FIND VANESSA:

At NATA ➤ vanessa@natapr.com

Podcast ➤ Déco Thérapie — available on all platforms

LinkedIn ➤ Vanessa Sicotte

Instagram ➤ @damask_dentelle

Don't miss one of our last two cohorts of the year to learn how to get the media talking about you for free:

September 29, 2025

November 10, 2025

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Dear PR Friends!

An article in BOF (Business of Fashion) recently caught my attention: it talked about influencers (TikTokers) hiring PR agencies to get themselves featured in traditional media.

Interesting, right?

When I tell you that PR is constantly evolving and knows how to take advantage of new technologies, I couldn't think of a better example.

So why do these influencers want so-called traditional media to talk about them?

Because TikTok stars are after the prestige and credibility that come with being featured in outlets like Vogue or the New York Times --- trading viral moments for lasting influence.

An online article can remain accessible for years. And let's not forget about print magazines, which have an enviable shelf life compared to the instant nature of social media!

I have to say, I love this: even these digital stars want to build something lasting, and traditional media still play a key role in growing their reputation.

It may sound counterintuitive that, in an era dominated by influencer marketing, a TikToker with more than half a million followers would still be seeking traditional press coverage.

But they've understood something important: media gives them access to millions of readers who never see them on TikTok... and also to brands that don't know them yet.

As more and more creators aim to build sustainable careers beyond online fame, many are now seeking the legitimacy that only the press can provide.

And those of you who follow me know my message well: PR is here to make you known.

Don't miss one of our last two cohorts of the year to learn how to:

GET FEATURED FOR FREE

- September 29, 2025

- November 10, 2025

Sign up today!

Don't miss our next FREE WORKSHOP on the #1 PR tool -- The Press Release here: September 17, 11 AM ET

Nata

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6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415

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