When did we stop talking like humans? 

In an industry built on communication, we’ve somehow made it more generic than meaningful. We’ve optimized for efficiency, scaled our outreach, and perfected our templates, but somewhere along the way, we forgot that the best relationships can’t be automated. That tension now shows up in the smallest moments, like how we choose to start an email…

“Dear [insert full official name here]”

vs.


“Hey [insert nickname you use at events], how’s it going!”

See the difference?

One sounds like a press blast.

The other feels like a person.

That’s the daily struggle in PR. Somewhere between our endless outreach, our templated follow-ups, and our “hope this finds you well” intros, we sometimes forget the most important thing – the person across the screen is also a person.

We get so good at sending polished, efficient, and “on-brand” messages that we forget to sound like ourselves. But the truth is, when we talk to journalists, influencers, and creators, we’re not just networking. We’re socializing. We’re connecting. And if we’re lucky, we’re building something real.

So how do you turn everyday outreach into genuine, long-lasting connections?

Treat People Like People

This sounds obvious, but it can be easy to forget when you’re racing against the clock to secure event RSVPs or meet coverage goals. 

Treating people like people means remembering that they have lives outside of work – just like you. It’s as simple as referencing the story they just posted, congratulating them on a milestone that most people would just overlook, or asking how their trip went. It takes seconds to write but instantly changes the tone of your conversation while showing them that you notice more than their publication’s name, their followers, or what they can do for you. 

The last one is particularly important, especially in our line of work, which leads me to my next point.

Keep in Touch

Even if you don’t need something.

Think about it: you wouldn’t feel great if your friends only texted you when they needed a favor. The same applies here. 

Check in every now and then without a hidden agenda. Share an article they’d enjoy, congratulate them on a recent piece or collaboration, or just drop them a quick note to see how they’re doing. These small, genuine touchpoints build comfort and trust, so when the time comes to collaborate, it feels like a continuation of a friendship, not a transaction. 

Be Human

In the corporate world, it’s easy to hide behind polished lines such as  “hope this finds you well” or “per my last email” (you know the drill). But the truth is, none of us are perfect, and no one really connects with perfect anyway. We connect with people. With personality.

The thought of letting your personality shine through can feel intimidating, especially when you’re representing a brand or a client. But in my experience, there’s no harm in being warm, genuine, or even a little funny when the moment calls for it. 

After I meet an influencer or journalist, I make it a point to develop a personal relationship with them; I ask for  their mobile number, I keep in touch, and let the conversations evolve naturally. With one connection-turned-friend (someone who I’ve referred to as “Girly Pops” on multiple occasions), that authenticity has paid off in ways I couldn’t have predicted. She’s helped me secure coverage for my clients and supported projects across multiple other clients more times than I can count. Not because I had the perfect pitch, but because we built a real relationship first.

From Me to You

Even as communication experts, we’re constantly learning. I’ll be the first to admit there were times when I didn’t follow my own advice. Moments when I sent generic emails or forgot to follow up in a personalized way. It’s a continuous process that I’m still growing through.

But if PR has taught me anything over the past few years, it’s that relationships are the most valuable currency we have. Whether you’re someone like me, a journalist, or an influencer, we all rely on each other. And more importantly, we owe each other respect, effort, and a little authenticity.

I’m lucky to work with a team that believes relationships matter more than target lists. Because long after the pitch is forgotten (or buried in the junk folder), how you made someone feel is what actually stays. 

Warm Wishes, 

Lilly

Words By: Lillian Ghousseini, Account Executive at Ruder Finn Atteline