Relationship Building in PR: Why it’s Crucial, and How To Do It

Jun 8, 2018 | Public Relations

Ever heard of the saying, ‘in business, it’s not about what you know, it’s about who you know’?

Well, if you haven’t, it’s time to get comfortable with that idea. In every industry, it’s essential to establish a network of people in order to deliver the best work possible.

With public relations (PR) in particular, building relationships is literally the name of the game.


Building relationships with clients begins with getting to know the people you will be interacting with on a regular basis and about their organization/company. Essentially, what makes them tick. Communication is key.

Ask your client thoughtful questions about their biggest challenges, company history, and the ultimate vision for their organization. It shows that you’re invested in learning about them and helping them achieve their goals, and it also establishes a level of trust and credibility. Trust is a priceless commodity.

A PR professional who takes the time to delve deep into an organization’s values and mission can effectively tell their story in the most accurate and well-informed light possible. Ultimately, this results in delivering top-quality work.


When developing a pitch or news story, you’ll quickly realize that anyone can be a great resource. This is why establishing an extensive network with your own peers is critical. Your stories, angles, and information will only improve with the more connections you create.

Networking on an online platform like LinkedIn or doing it in-person through professional organizations or groups will expose you to many like-minded individuals who are also working to develop their professional networks.

You can become someone’s go-to on a certain subject, industry or topic, and vice-versa.

Media relations

So, you’ve managed to put together an interesting story with a unique angle, and you have a client who is just itching for it to be told. Well, congratulations – so do many other PR folks in your shoes. The question is, how do you get your story in front of the media and eventually out to the public?

Being cognizant and considerate of other people’s time is the first step in building a rapport with them. Take the time to find the relevant media outlets and reporters who you can establish relationships with, don’t just limit yourself to outlets you want to pitch.

When working to create relationships with reporters, there aren’t many things worse than mass-pitching a story to a person or outlet that doesn’t have much to do with the topic you want to share. Once you’ve pitched your story, make sure to follow-up with an email or phone call at least once or twice.

When you do connect with a reporter who is interested in your pitch, make his/her life easier by respecting deadlines given to you. Build your credibility by keeping their time and effort in mind; it might even lead to a better story!

Interested in sharing your organization’s message? Our PR experts know what to do.