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: [email protected]
Nata
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