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# Annie Scranton of Pace Public Relations on Why PR Will Always Come Down to Human Relationships
- URL: https://www.foundedbywomen.org/women-who-lead/annie-scranton-of-pace-public-relations-on-why-pr-will-always-come-down-to-human-relationships/
- Published: 2026-10-30T13:04:15.000Z
- Updated: 2026-10-30T13:04:15.000Z
- Author: Editorial team
- Tags: Women Who Lead

Annie Scranton is the Founder and CEO of [Pace Public Relations](https://pacepublicrelations.com/?ref=foundedbywomen.org), a New York City media relations and communications agency. Before launching the firm, she spent years booking guests for live TV news programs, a background that still shapes how she works with clients.

In this Q&A, Annie shares what live television taught her about speed and responsiveness, what makes a pitch land with a journalist or producer today, and why PR will always come down to real human relationships, even as social media, podcasts and AI change the industry.

Her perspective is a reminder that the best PR starts with doing the homework on the person you are pitching, and that human judgment is the part no tool can replace.

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### Q: You went from booking guests for TV shows to running your own PR firm. What did you take with you from TV that still shapes how you work with clients today?

I worked mostly for live TV news programs that aired five days a week. That meant that every single workday, I had to produce. For the first decade of my career, the longest deadline I had was "end of day."

That experience has helped me tremendously in understanding how much clients value responsiveness and working efficiently and quickly.

### Q: What makes a pitch actually land with a journalist or producer these days?

I wish there were an exact science or formula for this, but there isn't. Too many factors can come into play.

My recommendation is to make sure you are pitching something the journalist would actually care about, and that is fairly easy to figure out if you read some of their stories before pitching. You have to spend the time researching and getting to know the member of the media you are pitching first.

If you can align your client and the pitch with a broader national story or industry trend, you have a better shot at landing. Ask yourself: would the reader of this publication or the viewer of this show care about this story?

### Q: With social media, podcasts and AI changing the PR world, what do you think will always come down to real human relationships?

CEOs are always going to want to talk to a real person about their company or brand, because it is likely personal to them.

AI can do so much to help us work more efficiently. But without a human gut-check from someone outside of a client's brand, who can be objective and offer a constructive opinion, PR won't work as well as it is intended to.

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