MEDIA MATTERS: Why relationships are so important in PR — and can change quickly

By Kristi Eaton

Relationships - from clients to journalists - are of the utmost importance in PR. Client relationships help us build credibility and earn more business through trusted testimonials and word of mouth. Relationships with journalists can help us earn more and better placements. We rely on clients for steady work and we rely on journalists to tell and share our clients’ stories. 

However, sometimes too much emphasis is placed on relationships in this industry. Client needs can change, creating a need for a new relationship with a different firm or consultant. Journalism relationships can change or transform due to restructures, downsizing and job changes. 

While a strong relationship will improve relations with both clients and journalists, it’s important to remember that weak ties can be just as effective in obtaining new work or getting a media placement. 

I recently had someone reach out to me via LinkedIn for a possible client partnership. Also, I’ve landed several stories with journalists who I’ve had no prior engagement with but who liked the story I pitched. That just goes to show how authenticity plays into cultivating new relationships. 

Want to learn more? Email kristi@kecomms.com to set up a call.