Building Relationships

Last blog I said that communication is the most important quality for a public relations practitioner to have.  Having good communication skills can benefit you in multiple ways.  However, the most important use of communication skills is using them to build relationships.  You should build relationships with certain publics you want to reach.  A public relations practitioner should know his or her audience.  Just like it is easier to talk to a friend than a stranger; it is easier to talk to a client you know rather than one you’ve never met.  One example of this is to take your client to lunch.  Encourage them that you want to be easy to get in touch with, and easy to talk to.  I have a real life example for you.  Today I woke up, went through my morning routine only to go downstairs to find my Honda with a flat tire.  It had enough air so that I could drive to Warren Tire on University Boulevard.   Warren Tire said they may or may not be able to get to my car today, and that there were eighty other flat tires in line ahead of mine.  I called my dad who is a salesman for a tire distribution company in Birmingham.  I think sales and public relations share a lot of their core values.  Salesmen know a thing or two about building relationships with customers.  My dad called a tire distribution and service center in Tuscaloosa named Stephens and Sons, which a previous client of his now owns.  Stephens and Sons had my tire fixed within the hour of the first phone call.  Not only did they fix my tire, but they gave me a ride from campus to my car.  Building relationships gets things done.  You never know who can help you out down the road.  As Garth Brooks says, it’s good to have friends in low places.