I recently read an Inc. article about advice Warren Buffett has repeated for years. He urged people to communicate well because strong communication multiplies their results.
And today, as AI becomes part of everyday business, that skill is more important than ever.
People are testing AI in nearly every part of business, publishing, and marketing. But here is the one truth that remains no matter what. It is absolutely fundamental and that is:
AI does not build your relationships with the media. Period.
And those relationships mean more now than they did before (and they’ve always been important).
Publicity has always been a relationship business.
A strong book is essential. A timely idea, a persuasive pitch, and a clear reason why you are the right person to speak on the topic are also critical.
But what can be forgotten behind all the devices and machines is that behind every media outlet is a real person.
An editor decides whether an idea fits the publication. A producer works to put together a strong show, often under intense time pressure. A journalist protects their credibility while serving their readers. A podcast host looks for guests who bring something worthwhile to the conversation.
These people are not names on a media list. They are professionals with deadlines, standards, audiences, and reputations to protect.
Over the years, I have built relationships with hundreds of media professionals and I have to say that those relationships did not come from one clever pitch or a perfect subject line.
They grew through repeated experience.
A producer learns that when I recommend a guest, that person will arrive prepared.
A journalist knows I will respond quickly when a deadline is approaching.
A podcast host trusts that I understand the show and will not waste their time with someone who is a poor fit.
Each interaction builds trust, and over time, that trust becomes a true relationship.
Media Darling Moment: Trust grows through experience, not polished language.
People trust you when you consistently follow through. They trust you when you bring useful ideas, provide accurate information, meet deadlines, and make their job easier.
Trust also grows when you respect no as an answer.
A relationship with a media professional does not mean they will cover every book, client, or idea you send their way. Sometimes the timing is wrong. Sometimes the topic does not fit. Sometimes they have already covered something similar.
A healthy professional relationship leaves room for those answers.
You do not argue, disappear, or take rejection personally.
You stay helpful, respectful, and connected. And that really is the difference between a relationship and a transaction.
A transactional mindset asks, “What will this person do for me right now?”
A relationship mindset asks, “How do I become a trusted and useful resource over time?”
Media professionals notice the difference. We all notice the difference. They also recognize false familiarity used to create instant closeness. As more communication becomes automated, the contrast will grow sharper. No question.
There will be more pitches, more messages, and more content and much of it will sound polished. After all, machines learned from people who do this for a living.
But polished is not personal, and volume does not create connection. So, as inboxes become more crowded, people known for strong ideas, sound judgment, reliability, and well-prepared guests will stand out.
Those qualities have always been key.
Now they are even more important.
AI will continue to reshape business, publishing, and communication. But one truth will stay the same:
People trust people they know through experience.
In publicity, those relationships will become one of your greatest advantages.
To your success!
Joanne
P.S. No matter how advanced the technology becomes, trust is still built one human being at a time.
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