The media landscape is transforming rapidly, leaving both journalists and PR professionals scrambling to adapt. How do you cut through a journalist's inbox that receives 1,500 pitches daily? What happens when AI-generated content floods these already overflowing channels? And most surprisingly—could the humble phone call be making a comeback?

Declan Waters, founder of Waters Agency, sits down with hosts Brian Bakstan and Richard Bliss in Austin, Texas to share insider knowledge from his 25 years in the PR industry. Fresh from conversations with reporters at Fortune, Forbes, and other major publications, Waters reveals that despite our digital-first world, personal connection remains the secret weapon in effective media relations. "What's different is I'm talking to more reporters on the phone. It's going back to where it started 25 years ago," Waters explains. This approach forces PR professionals to truly understand their stories rather than hiding behind carefully crafted emails.

The conversation explores how PR itself is evolving, with companies increasingly demanding that communications efforts directly contribute to revenue generation. Waters notes that his agency has pivoted to bring PR closer to demand generation, integrating webinars and other pipeline-building mechanisms with traditional awareness activities. As organizations navigate challenging economic waters and trendy topics like generative AI, the value of authentic, strategic media relationships becomes even more critical. Whether preparing for inevitable crises or helping clients break through the noise, Waters demonstrates why thoughtful, relationship-focused PR remains irreplaceable even as technology transforms the media landscape.