257- 25 Years of Public Relations – Episode 1
When I founded the public relations agency NATA PR in 2000, the Internet already existed… but it was not at the center of our strategies.
Relationships with journalists were very real: phone calls, in-person meetings, physical press conferences, and printed press kits.
We spoke to humans.
We built relationships over time.
Credibility came from proximity.
Then the Internet arrived as an accelerator.
Media databases, email, and corporate websites completely changed the speed of execution.
No more waiting for a press release to be printed and mailed.
We could reach more journalists, faster.
But slowly, the virtual world began to take up all the space.
And that\'s where, in my opinion, something was lost: the quality of relationships, replaced by quantity and speed.
Today, after 25 years, I\'m noticing an interesting shift:
• we\'re returning to the real world
• we\'re even talking about a comeback of analog — yes, cassette tapes are making a return!
Effective public relations still — and always — rely on human relationships, even in a digital world.
The Internet did not replace public relations.
It forced them to become more strategic.
Dematerialization and online reading: what happened on the media side
If there is one industry that has been profoundly transformed, it\'s the media.
In the early 2000s, print media still dominated.
Magazines, newspapers, and specialized sections were pillars of the industry.
A printed article had a long lifespan and could even end up in national archives.
Then dematerialization arrived.
Newsrooms shrank.
Journalists became multi-skilled. Today, they often cover multiple topics, whereas in the past, journalists were highly specialized in very specific fields: classical music, dance, visual arts, and more.
Deadlines became shorter.
The pressure to produce content continuously set in.
For public relations, this changed one fundamental thing: we no longer pitch a story simply because it\'s \"interesting,\" we pitch stories that are useful, relevant, and quickly publishable.
Today, a strong press release must be clear, well-structured, and ready for publication online.
It must consider SEO, angle, headline, and quotes.
Public relations has moved closer to content, and that\'s a good thing.
After 25 years, one thing is clear to me:
Tools change. Platforms evolve.
But the core of public relations remains the same.
Defining the story that could potentially make the headlines. Understanding what will interest journalists. And knowing when to communicate.
So much more to say…
I\'ll continue this reflection in the next episode, my PR friends.
Curious to learn more about what public relations can do for you?
Contact me: [email protected]
Nata
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
JOIN OUR MAILING LIST ➤ www.natapr.com
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
Relationships with journalists were very real: phone calls, in-person meetings, physical press conferences, and printed press kits.
We spoke to humans.
We built relationships over time.
Credibility came from proximity.
Then the Internet arrived as an accelerator.
Media databases, email, and corporate websites completely changed the speed of execution.
No more waiting for a press release to be printed and mailed.
We could reach more journalists, faster.
But slowly, the virtual world began to take up all the space.
And that\'s where, in my opinion, something was lost: the quality of relationships, replaced by quantity and speed.
Today, after 25 years, I\'m noticing an interesting shift:
• we\'re returning to the real world
• we\'re even talking about a comeback of analog — yes, cassette tapes are making a return!
Effective public relations still — and always — rely on human relationships, even in a digital world.
The Internet did not replace public relations.
It forced them to become more strategic.
Dematerialization and online reading: what happened on the media side
If there is one industry that has been profoundly transformed, it\'s the media.
In the early 2000s, print media still dominated.
Magazines, newspapers, and specialized sections were pillars of the industry.
A printed article had a long lifespan and could even end up in national archives.
Then dematerialization arrived.
Newsrooms shrank.
Journalists became multi-skilled. Today, they often cover multiple topics, whereas in the past, journalists were highly specialized in very specific fields: classical music, dance, visual arts, and more.
Deadlines became shorter.
The pressure to produce content continuously set in.
For public relations, this changed one fundamental thing: we no longer pitch a story simply because it\'s \"interesting,\" we pitch stories that are useful, relevant, and quickly publishable.
Today, a strong press release must be clear, well-structured, and ready for publication online.
It must consider SEO, angle, headline, and quotes.
Public relations has moved closer to content, and that\'s a good thing.
After 25 years, one thing is clear to me:
Tools change. Platforms evolve.
But the core of public relations remains the same.
Defining the story that could potentially make the headlines. Understanding what will interest journalists. And knowing when to communicate.
So much more to say…
I\'ll continue this reflection in the next episode, my PR friends.
Curious to learn more about what public relations can do for you?
Contact me: [email protected]
Nata
6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415
JOIN OUR MAILING LIST ➤ www.natapr.com
THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model
INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/
