The difficult art of public relations explained by Molly Ishkanian

In the frozen expanses of Antarctica, male penguins engage in a ritual to win over females: pebbling.

They collect small pebbles, carefully selected, to offer as gifts to potential mates. These are not just any stones: each pebble is chosen with care, patience, and intention.

Behind every gesture of courtesy lies a slow and focused strategy: but it is the sum of repeated attentions that builds something solid.

The care that this ritual reflects is similar to the work of public relations, as Molly Ishkanian, president of Weinstein PR, a PR and marketing agency based in Portland, Oregon, suggests in an article on her blog.

PR doesn’t “sell” stories: it builds relationships

When you hire a PR agency, you are investing in carefully crafted relationships with journalists, creators, stakeholders, and audiences—relationships based on mutual knowledge, trust, and respect for context.

Every small act communicates something: that we know the context, that we understand the needs of our readers, that we respect the work of others.

Behind every successful article, interview, report, or collaboration, there are often invisible but fundamental skills:

• Active listening, to understand what really matters

• Curiosity, to discover and enhance your story

• Adaptability, to model the message across different channels and audiences

• Patience and perseverance, to build a reputation that lasts over time

Every gesture is targeted:

• A tailor-made message:

• News shared with the right timing

• An answer that shows listening

• A content proposal that respects the needs of the recipient

We are often asked to get immediate results, and it is understandable: in many cases we can activate rapid and effective actions. But the truth is that the relationship, the one that brings credibility and reputation, responds to different rules, it needs time, attention and continuity.

Behind every article conquered, every content shared or collaboration activated, there is a work of listening, reflection and exchange.