The fundamental skill that seems inherent to PR professionals is relationship building because PR has always been about relationships.
The truth is, PR can be costly. It involves labor-intensive and time-consuming process - and that’s because there’s a lot of work involved in building relationships to tell the right story. One way to do that is to seek the help of key influencers and thought leaders share your brand's’ story to your audiences.
These influencers are your content creators, thought leaders, investors, analysts, trendsetters, employees, customers and media to name a few. In most occasions, your business has little control over them. The least you can do is to establish an authentic relationship with these people.
In this article, we list 6 relationships that every PR professional should focus on:
1. Media Relations
Media relations is about building connections with the right media. You do this by serving as a credible source for their content – press releases that are relevant to what they write, interviews with thought leaders and press conferences to discuss the latest innovation. Your goal is to figure out which media reaches your target audiences and create meaningful stories that will be relevant to their readers and audiences. The media, especially online news sites and blogs contribute a lot on how people see your brand. In a study done by BrightLocal, positive reviews make 73% of consumers trust brands more.
2. Investor Relations
Investors play a crucial role in the success of a company. That’s why it is essential to uphold a credible image and a genuine relationship with them. After all, these people invest their hard earned money in what your business does. Organizing investor events for face-to-face conversations positions you as a transparent business. Releasing financial reports monthly, quarterly and annually help maintain transparency and accountability to investors and stakeholders.
3. Government Relations
Public affairs is building ties with the key government agencies and offices. As a PR professional, you need to work in growing your contact list within the government. Policy makers often affects a lot about how businesses are conducted. Becoming a resource to the officials and sharing your expertise help shape their decisions. By partnering with the right departments and agencies, you understand decisions and policies affecting your industry. This helps your operations team make better business decision.
4. Community Relations
Engaging the community helps you establish the company’s ethical reputation and how you interact with your end users and consumers. While it's important to raise awareness about the brand, giving back to the community fosters consumer trust and loyalty. In a study done by Google, millennials always find avenues to help worthy causes and they don’t stop at research. The best way to navigate through this is to understand how the community thinks and look for ways to engage them.
5. Internal Relations
Internal PR or employee relations means connecting with the brand’s workforce. Your goal is to give the team a positive view of the organization they work for and keep them motivated, satisfied and loyal in the process. It promotes open communication. This may include holding town hall meetings, general assemblies, employee events, writing internal newsletters and liaising with the staff to start.
Forging relationships with the market is probably the most crucial part of PR and in the digital age, it involves not only direct interaction with your existing and prospective customers. It also entails creation of social media presence where the majority of your target audience is. These platforms have become a direct line of consumers to brands, which you can use to get your message out faster.
As a successful PR professional, you have to be great at dealing with different groups of people – each with different views, personality, and experiences to help you get all the arms of your PR strategies to work cohesively.
Need more help with your PR strategies? Contact M2Comms today.