Managing Relationships

Published on Oct 12, 2016

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PRESENTATION OUTLINE

Managing Relationships

An APR Study Session

Relationship

Defined
Relationship - the way in which two or more concepts, objects, or people are connected, or the state of being connected.

Building

These relationships ain't gonna build themselves
Consensus-building is a major part of building and maintaining relationships. But before we can build consensus, we must first understand that there is no unanimous. Only in rare cases - like unicorn rare.

It's important to understand the trategies and techniques needed to persuade your key stakeholders to support a decision.

1.) Make sure your discussions allow your key folks the
opportunity to express opinions.

2.) Recognize the need for affected parties and stakeholders to find
mutually acceptable solutions. Hence, consensus.

3.) You must use persuasion, negotiation and coalition building to get to a solution.
Photo by bdesham

People & Places

Our relationships have many looks
We manage networks, target audiences, media, internal stakeholders, clients, brands, reputations.

The list could go on and on, but let's talk about a few key relationships.

Internal

Start at home
You have to understand the importance of your internal relationships. Especially how important this is to public relations. Most often, your communications process will begin and end with your internal audience.

With that in mind, it's very important to understand the importance of company culture and the proper channels that messages should flow BEFORE beginning communication. The test will tell you this begins with supervisors, which is true in most cases.

Know the channels you need to communicate most-effectively with each audience and prioritize those internal audiences.
Photo by xddorox

Media

They talk to those you need to reach
Understand the focus, strengths, weaknesses and needs of different media. Then use that knowledge to communicate - through pitching, writing, monitoring and other means.

Understand the relationships among public relations professionals, journalists and media organizations. This is simpler in small markets like Little Rock, but that means it's also easier to screw up.

Build relationships with media partners that is based on mutual respect and trust. Call them when you have no story, offer to help source a story - even when you have nothing to gain. Make the relationship mutually beneficial.

Analyze current events and trends for opportunities and threats. Use it to your advantage, don't let it work against you.

Identifiy the channels that will help you achieve your objective. Don't simply approach media with a one-track mind.
Photo by Thomas Hawk

Networks

Use it before you lose it
You must understand how to establish and grow relationships. Once you do, put that skill set to work and realize that you'll need to play the game too.

Begin looking for the connections among various stakeholders. Or as I tell clients, think about the political deals that are being made at your expense. You don't want to be in the middle of that. Every decision and/or recommendation you make should be going through your political (I'm not talking Presidential election) filter.

Consider the global relationships. Think outside of Arkansas. This goes for opportunities as well as threats.
Photo by twicepix

Channels

For managing relationships
Paid
Earned
Shared
Owned

These are all channel categories that you can use to effectively communicate with your audience, therefore, managing your relationships. But you have to know when channels (and categories)are effective.

Always begin with the end in mind. Ask yourself "what do I hope to acheive" before anything else is done.

The channels should be a consideration much later in your planning process.
Photo by Neal.

Channels

For destroying relationships
Once your move past the owned channel category, you've lost control. In fact, all other channel categories put the power in others' hands. This is when relationships come in handy.

Have a plan in place to call those stakeholders to action. Make sure they're prepared to bail you out if the situation calls for it.

It's Not You

It's me
No matter what anyone tells you, managing relationships is never about you. It's always about the other person. So make sure you're managing relationships with that in mind.

Do you have an example of a time that managing a relationship went wrong?
Photo by Tim Geers

J Brown

Haiku Deck Pro User