9 Micro Moves That Strengthen PR Relationships With Journalists

Happy Friday!

Let’s start off with the disastrous week I’ve had in the Hamptons. Last Sunday night, we had a leak, which involved countless workmen in my house, removing a ceiling and opening up bathrooms. I have terrible dust allergies, and now I know my poor three-year-old daughter does too! Even my husband asked for a Claritin. WILD!

Then I had an allergic reaction to a bug bite that was so bad (my leg swelled and I couldn’t wear shorts for two days), it required oral steroids! YAY!

Despite all of this, I did have some fun this week (a few parties!), but honestly looking forward to buckling down and trying to get some serious work done next week.

I am going to try to go through emails over the weekend. So, if I’ve ignored yours, that’s why.

Hi! I’m Amanda Lauren, and I write mostly about interior design, lifestyle, and parenting/kids for Forbes, Real Simple, and Yahoo, among other publications. But my opinions are my own. This Substack features a mix of industry insights and media opps (but not today).

And if you like this, please click that heart because it helps me out. (And it’s very good karma).

Also, please follow me on Instagram and TikTok.

And if you want to work together (I have a PR course and some other options), please reply.

Lastly, if you are interested in a sponsored post for Yahoo, such as a product review, please get in touch as well.

The smallest things you do as a publicist often have the biggest impact on your reputation.

A few weeks ago, someone came up to me at an event and told me she loved my post about AI in PR.

Then she said something that stuck with me.

“AI will never replace good PR relationships.”

I couldn’t agree more.

Yes, AI can help you brainstorm subject lines, clean up a pitch, or summarize research. But it can’t build trust. It can’t earn goodwill. It can’t make a journalist think, I love working with this publicist.

Relationships are still the currency of PR.

But the question is: How do you build those relationships in 2026 when so much of our industry operates remotely?

I’ve worked with hundreds of publicists I’ve never met in real life. Some have become people I’d gladly help whenever I can. Others? I delete their emails before I finish reading them.

The difference usually isn’t some grand gesture.

It’s the micro moves.

These tiny actions seem insignificant on their own, but they add up over time. Just like little annoyances in everyday life.

Think about it. Amazon doens’t deliver that deodorant you needed on time, or Starbucks gives you oat milk in your matcha when you asked for almond. Some jerk cuts you off in traffic, and you almost die…

These things are kind of minor, but they ruin your day a little. The same thing happens professionally. Every interaction leaves an impression.

Here are a few micro moves that can quietly strengthen—or weaken—your relationships with journalists.

But first, a confession I probably shouldn’t admit

(So, that’s why it’s behind a paywall)

I think a genuinely strong relationship is often more valuable than a great pitch…