This is something that those of us who dedicate ourselves to this profession need to keep in mind, especially because, with so many tools and channels that we now have at our disposal to do PR and develop strategies from start to finish, we can forget the importance of relationships, which, without a doubt, it will be condemning us to failure or half-success.
Everything in RP is about building relationships
Building relationships is literally the name of the game in driving success at all levels of a PR strategy. Starting with the relationship between the client and the PR agency or professional, on whose understanding the design of a good strategy, its development and the achievement of the objectives will depend.
Then there are the relationships in any media endeavor, traditional or digital. Let’s think for example, to achieve a mention of the brand in a printed newspaper, we need to have built a relationship with the editor or journalist; or to get a positive mention of an influencer, we need to have previously created a relationship.
Even to achieve the objectives of the strategy (engagement, leadsgenerating business, getting investors, etc.), we also need to build good relationships between the brand and its stakeholders (potential clients, investors, business partners, among others).
This is the essence and, at the same time, the power of PR, its ability to generate win-win relationships that not only make a strategy successful but also position the brand as the “redeemer” in the face of the audience’s challenges.
Building relationships with audiences in the digital age
But is it possible to build this type of relationship in a digital environment, in which contact only occurs through chats, social comments, inbox messages and other virtual means? Of course it is possible.
PRs have always built relationships, even before the Internet. And now, with interactions happening both digitally and in person, the way we build connections has changed and evolved, leading to a mix offline Y online where the content has become the central core.
Yes, of all the benefits that content offers, helping to build relationships with audiences is one of the most significant. This is because content creation is not just about relating information about products and services; it’s also an opportunity to showcase brand personality, social engagement, establish trust, be helpful, and demonstrate expertise.
This, in turn, leads to better audience engagement, which, with each interaction, allows us to learn about their wants, needs, and challenges; which is essential to know her and know how to develop connections based on trust and communication.