Why real conversations matter more than ever

Headlines touting AI and automation as the solution to PR challenges are everywhere, making it tempting to believe media relations can be managed by an algorithm. Automated PR services promise to streamline connections between brands and journalists, but they can never replace the human touch that lies at the core of genuine PR. 

Media relations is not a transaction—it’s a relationship. At its best, PR is built on trust, mutual respect, and ongoing dialogue with journalists. That kind of relationship takes time. You can’t shortcut it by outsourcing your efforts to platforms that only act as middlemen offering ‘quick and easy’ connections. The best media coverage comes from real conversations, not automated databases. 

Automated services claim to save journalists time by delivering press releases and images, but in practice, they often devolve into platforms for influencers seeking free products. On the rare occasions we’ve seen legitimate requests, they were already picked up because of relationships we had built over time. Media requests on these platforms tend to be transactional, often driven by journalists under pressure to meet quotas. While we can sympathise with this, these platforms fail to provide the nuanced, long-term support necessary for meaningful press coverage. 

Automation risks creating a ‘race to the bottom’ in PR. These services can’t nurture the bespoke, tailored approach that results in high-quality, impactful coverage. Worse, they risk spreading outdated or inaccurate information as they also inevitably become another platform for a brand to update, damaging a brand’s reputation because messaging isn’t monitored and refreshed regularly. 

True PR, in contrast, requires a delicate balance between what you share and what you withhold. It’s about knowing when to hold back and understanding the long-term impact of every pitch, press release, and media relationship. The art of media relations is recognising what’s valuable to both the journalist whilst ensuring the brand you guard gets what they need. 

Responsiveness is another key area where automation falls short. Journalists often turn to automated platforms for quick answers because PR professionals haven’t responded fast enough. In this case, the solution lies in PR agencies improving their processes, ensuring answers are timely, informed, and relevant. This fosters deeper conversations and leads to more substantial media coverage—something automation can’t replicate. 

Many journalists I’ve spoken to feel that automated platforms cheapen the value of PR. These services fail to recognise PR is about more than connecting the dots—it’s about shaping narratives, building relationships, and curating information that serves a higher purpose. 

That’s not to say automation doesn’t have its place. We recently began working with PLAUD.AI, the world’s number one note-taking brand, offering a selection of voice-recording gadgets designed to record meetings, round-tables and other internal discussions, transcribing key actions and notes to improve efficiency in the workplace. PLAUD is a brilliant example of automated technology working wonders, streamlining the often-arduous task of minute-taking and capturing actions to allow teams to get on and do what they do best. But unlike automated PR platforms, PLAUD has never threatened to take over our job – it simply looks to enhance productivity and improve internal processes.   

PR is a craft, not a commodity. We need to stop devaluing media relations and remember its true power lies in the human connections we foster. There’s a growing shift toward a ‘back-to-basics’ approach, where face-to-face communication and real-world connections are once again taking centre stage. As we move forward, we should embrace this shift, not shy away from it. 

As one industry colleague recently said, we are reputation, perception, and persuasion managers. It’s time to stop letting automation dilute our craft. Real conversations, with all their unpredictability, should remain at the heart of what we do. If we forget that, we risk losing the essence of media relations.