Over the past year I have noticed a growing trend on LinkedIn and social media platforms, public criticism of PR professionals. Some posts call out specific PR agencies or communication professionals for poorly targeted pitches, while others criticize the profession more broadly. After 30 years in PR, I see things a little differently.

Our agency has always believed that successful media relations begin with respect. We respect journalists’ time, research the journalists we pitch, develop thoughtful, tailored story ideas and work extremely hard to ensure we are reaching the right reporter with the right story. We are very fortunate over the years to build strong and lasting relationships with many reporters and editors and of course, always looking to develop new ones.

What is sometimes overlooked is that the relationship goes both ways.

PR professionals are often working under tight deadlines, responding to breaking news opportunities, finding expert sources and also helping reporters connect with the best spokespersons. We understand reporters receive hundreds of emails a day and simply cannot respond to every pitch they receive.

But professionalism and kindness cost nothing.

The best media relationships (and PR services) are built on trust. Journalists need credible sources, and PR professionals help connect them with those sources. When both sides approach that relationship with professionalism and respect, everyone benefits. I like to think Smart Connections PR has built a reputation and a team that focus on these core themes and are respected for doing so. We still have the drive and determination to secure great coverage, but never lose sight of thoughtful pitching, appropriate follow-up and being responsive when journalists need us.

The same applies when organizations choose a PR partner. The right agency should feel like an extension of your existing marketing team; a true partner. Finding a team that understands your business, your brand and has the knowledge to navigate today’s fast moving media landscape. We are proud that we have built so many of these relationships over the years.

No doubt there is change coming in the industry; the sector tends to evolve every few years and of course AI is at the front of that. AI is changing how we research, write and communicate and we see this as a positive to up-level what we already do. However, the fundamentals we have in place should not change.

The tools we use will continue to evolve. The pace of news cycles will continue to grow. However, the principles that build successful media relationships will remain the same as they did 30-years ago, trust respect, responsiveness, and genuine partnerships. Let’s keep those values and ultimately the customers we serve will be better for it.