In the business world, it’s common to work as if every deadline were yesterday. And in integrated communications, specifically Public Relations (PR), we tend to move at the – as cliché as it may sound – speed of headlines.
Tech is faster, platforms are noisier, and everyone is constantly searching for ways to optimize their reach. Yet, the thing that drives real, sustainable success – both in business and life – hasn’t changed: relationships.
Let me be clear; I don’t mean connections. I mean relationships. Real relationships. Because a Rolodex (aka the original LinkedIn, but with paper and zero algorithm) full of names means very little if no one in there will pick up the phone when you truly need them.
At Ruder Finn Atteline, our success has been built on the principle that we choose our clients as carefully as they choose us. And the same goes for our team, with it all boiling down to one thing: real relationships.
True “networking” goes beyond titles and accolades. It’s about connecting with individuals on a deeper level, understanding their passions, and collaborating to create value together. That’s where relationships move from surface-level to meaningful. When you genuinely connect with people who share your values and vision, your network becomes your net worth.
These aren’t just my personal beliefs. They’re principles that have guided our global agency for over 75 years. We’ve always believed that long-term, value-based relationships are what move the needle, not just for our clients, but for the way we show up in the world.
Through my own journey, I’ve learned that showing a genuine interest in people – not as contacts, but as humans – builds trust and momentum far faster than trying to impress someone in a deal. In PR, there’s a misconception that networking is a “soft skill.” But the reality is that it’s a business necessity in our line of work. Moreover, this region, especially markets like Saudi Arabia, thrives on trust. You can’t Google your way into KSA’s ecosystem. You build your way in. People want to do business with people they believe in. That starts with showing up authentically (not just once, but consistently).
At the risk of sounding braggadocious, our agency’s first clients bought into me (not a big office or a polished pitch – just me).
They asked me, “Why would I come to you when I can go to an agency and get a full team?” And I replied, “Because you’ll have a very senior person doing all your work. You won’t get that at another agency, and I have the most to lose.”
It was tough at the beginning, but being honest, alongside delivering consistent and reliable output, earned trust. And now, that same spirit sits at the heart of how we scale. We’ve entered new markets not with mass marketing, but through earned respect, thoughtful reputation, and long-standing connections that have opened doors to global expansion I could have only dreamt of one decade ago.
In my opinion, that’s ROI you can’t buy with ad spend.
Your network doesn’t need to be big. It needs to be real. Because the relationships that matter most are rarely the loudest ones. A piece of advice I often give, one that’s shaped my entire career, is: don’t try to network with everyone.
For example, don’t focus on chasing the Editor-in-Chief if the connection isn’t authentic or relevant. Instead, invest in your peers – the people who are in the same season of life and work as you. Build with them, grow with them, and celebrate each other’s wins. Because one day, those same people might become the Editor-in-Chief, the CEO, or the client, and you’ll already have a real foundation.
If I step back from the professional lens and shine a spotlight on my personal life, I can’t help but look at my wedding day as a prime example of this. My bridesmaids weren’t just friends; they were women I’d built businesses with and grown through seasons with. Relationships that started in boardrooms and ended up in bridesmaid dresses. That’s the power of building networks that aren’t transactional.
But how do you sell yourself without selling out? Whether it be online or offline, it’s by showing up as yourself and risking being seen, even if it’s not perfectly curated.
The new generation of professionals is doing exactly that – making their way through a totally different digital reality that consists of Direct Messages (DMs), digital profiles, and constant self-promotion. And while I may not be the “slide into your DMs” type, I get it; the platforms have changed. But intentions still matter.
Leading with honesty, in all that you do, is essential. You don’t pretend to be what you’re not. You say, “Here’s what I’m building. Here’s where I might need your help. And here’s what I can offer you.” Real relationships (personal or professional) are built on effort, not ego.
Cold calls in my early career taught me that. I’d get on the phone and say, “We haven’t met. I might be wrong in reaching out. But if you’ll give me five minutes, I promise I’ll only ever come to you with the right things moving forward.” It wasn’t polished, but it worked. Because it was real.
It’s a lost art, but – like fanny packs, cargo pants, curtain bangs, film photography or even tiny sunglasses going in and out of style as the decades pass – it’s worth considering reviving if you’re not already picking up the phone to build real relationships.
Ultimately, the best kind of networking isn’t about getting into the room. It’s about helping others win when they’re in the spotlight. That’s the kind of connection that lasts.
Whether it’s an intimate coffee or a 150-person press day, what matters is the follow-up, the intention, and the willingness to put effort in – not just when you need something, but more importantly, when you don’t.
This is what will help you build a real network of people who will still be there on your rainy days, not just your highlight reel. Because in business and life, the people who matter aren’t just the ones who open doors. They’re the ones who walk through them with you.
