The art of conversation: Why good chat is still PR gold

I sometimes wonder – has conversation become a lost art?

In a world where emails, WhatsApps, Teams calls and DMs dominate our daily lives, it’s easy to overlook, and perhaps forget, the power of a proper, face-to-face natter. But for me, conversation is everything. It’s one of the reasons I love working in PR – I love people! I love hearing their stories, understanding what makes them tick and finding the golden nuggets that bring their brand to life.

Being a great communicator isn’t just a ‘nice to have’ in PR – it can be the secret ingredient. Whether it’s chatting with clients, catching up with journalists, or collaborating with suppliers, good communication builds stronger relationships, creates better opportunities and ultimately, leads to bigger wins for everyone.

Not everyone is a natural-born communicator, but great communication isn’t about being the loudest in the room – it’s about being personable, memorable and bringing a little warmth into every interaction. It’s about finding your own style – whether that’s dry wit, playful sarcasm, high-energy enthusiasm or a calm and considered approach.

So, what makes a great communicator?

Active listening
Truly listening (not just waiting for your turn to speak!) makes all the difference. Paying attention to people’s stories, their interests, and their challenges. Remember the little things, how their daughter’s new job is going or how their weekend trip was. Make a tracker if you need to, but a thoughtful follow-up can turn a conversation into a real connection.

Confidence & friendliness
A warm, approachable attitude goes a long way. People want to talk to people who make them feel at ease and who they can trust. Having a genuine interest in others – whether it’s their brand, their article, their editor’s opinion – shows that you care. Speaking and writing with confidence boosts credibility and strengthens these relationships. And empathy, showing you care makes you approachable, and who doesn’t love a friendly face in a fast-paced industry!

Curiosity is key
Some of the best PR stories come from asking the right questions. Many clients don’t realise they’re sitting on storytelling gold – it’s just ‘normal’ to them! Being inquisitive, digging deeper and uncovering those hidden gems can turn the ordinary into something extraordinary.

Be proactive
PR is still a people – first industry. While digital communication is great, there is something that can be said for an in-person meeting, coffee catch ups with journalists or the buzz of an event. In the rapidly changing media landscape, one thing that remains constant is people need people.

At the end of the day, PR isn’t just about press releases and strategies – it’s about relationships. So, smile, be yourself and start a conversation. You never know where it might lead!