By Brandi Sims, MBA, PhD(c)
We talk a lot in PR about relationships. Relationship building. Relationship management. Relationship marketing. It’s practically in our DNA as communicators. But lately, I’ve noticed something concerning — a new trend I call “performative connection.”
You’ve probably seen it too: someone invites you onto their podcast, webinar, or panel under the guise of “collaboration,” and halfway through, it turns into a sales pitch. Not an exchange of ideas. Not a conversation. A pitch.
And here’s the thing — audiences can feel that energy immediately.
When communication becomes transactional, trust evaporates. The whole point of PR — building genuine, mutually beneficial relationships — gets lost in the noise of “how fast can I convert this contact into a client?”
Authenticity Still Wins
Let’s be clear: there’s nothing wrong with leveraging platforms like podcasts or LinkedIn to grow your business. In fact, that’s smart marketing. The issue arises when the intent shifts from connection to conversion.
The best brand relationships — the ones that create real influence and long-term equity — come from consistency, transparency, and value.
If your audience feels seen, informed, and respected, they’ll remember that far longer than any sales pitch. Influence built on integrity always outperforms influence built on pressure.
Tools That Help You Build Real Relationships
If you want to scale your communications while keeping them authentic, automation can actually be your ally — if you use it right.
Here are a few tools that help me maintain genuine connections without losing the human touch:
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Dubsado or HoneyBook: for creating streamlined, professional guest and client workflows. It’s structure with sincerity.
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PodMatch or Guestio: for finding guests who actually fit your mission and message, not just your metrics.
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Canva or Descript: for highlighting guest insights in your content — because amplifying others builds equity for everyone.
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Castmagic or Riverside.fm: for repurposing clips and quotes that share value, not vanity.
Technology doesn’t cheapen relationships — poor intentions do.
Reputation Over Revenue
In an era where everyone is pitching something, your reputation is your differentiator.
Real influence is earned when your work speaks louder than your marketing.
When your collaborations feel like community, not conversion.
When your name comes up in rooms you’ve never entered — and it’s followed by words like trustworthy, credible, and authentic.
So before your next podcast, campaign, or connection request, ask yourself:
“Am I building a bridge… or setting a trap?”
Because the answer will tell you everything about your brand’s long-term equity.
About the Author:
Brandi Sims, MBA, PhD(c), is the Founder & CEO of Brandinc PR, a boutique agency specializing in entertainment, lifestyle, and small business public relations. She’s also the ForbesBLK ATX Advisor, former Chair of PRSA’s Entertainment & Sports Section, and host of The Brandinc PR Podcast. Follow her on LinkedIn or tune into her latest episode, “Are You Building Relationships—Or Just Pitching in Disguise?”