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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