Public Relationships

Merriam-Webster defines ‘relations’ as “an aspect or quality (as resemblance) that connects two or more things or parts as being or belonging or working together or as being of the same kind…”. But when the word is used in the term “Public Relations”, it doesn’t quite hit the mark. I think the term “Public Relationships” is much more representative of the work we do – or should be doing.

For example, companies often look at their various audiences as belonging to stakeholder groups – employees, investors, customers, government officials, the media, etc. But when companies focus their public relations efforts on communicating with a category – they often miss the fact that it is really about the quality and nature of their relationships with individuals in that category that ultimately impacts their ability to effectively communicate.

Sure, I understand that it makes sense to understand the general similarities between individuals in a specific category, and to try to develop public relations initiatives that will resonate with the largest audience. Employees generally care about employment stability and financial security. Investors generally care about a company’s leadership and upside potential. Customers generally care about price, product performance, and customer service. But especially in the B2B world, that’s not exactly rocket science – right?

What’s invaluable to companies is better understanding what makes stakeholders within a category different, rather than what makes them similar. Deepening this understanding can happen through focus groups and surveys. Even better, what if the CEO made a point of calling one person from a stakeholder group each day strictly for the purpose of trying to understand what makes that individual unique? And what if every manager in the company did the same thing and the information was shared across the organization?

This kind of knowledge is what allows companies to communicate in ways that build ‘public relationships’. Relationships that reduce employee turnover; increase customer loyalty; attract new investors; win community acceptance. Ultimately, relationships that form the foundation for a good corporate reputation and a successful business.