Proof Publicity is proud to share that our very own Lisa Sass was featured by PRSA Phoenix, offering insights on the importance of building authentic media relationships in today’s digital-first world. In her article, Lisa emphasizes that successful connections are no longer about schmoozing, but about adding value, being human, and showing up consistently.
She outlines strategies such as tailoring pitches to journalists’ current beats, respecting their crowded inboxes with concise and clear outreach, and engaging meaningfully outside of pitching. By positioning PR professionals as trusted partners instead of constant sellers, Lisa highlights how credibility and long-term collaboration are built.
Her perspective reinforces the evolving role of PR—where relationship-building is about strategy, trust, and genuine engagement.
Read the full article here: Building Media Relationships – PRSA Phoenix
