Public relations builds and sustains the relationships we need to maintain our licence to operate and many years ago, I designed my PR Atom, pictured here, to help practitioners visualise how the relationship central to, but supported by, the other dimensions of practice.
At the heart of all we do is the relationship with its components of trust, mutuality, loyalty, commitment, and satisfaction. Those components were identified by leading academics James Grunig and Linda Hon way back at the turn of the century. I added reputation as a component simply because if our reputation is poor, nobody will want a relationship with us, and if our reputation is good—they might.
But the relationship and its components don’t stand alone. They are supported by four essential elements. Communication, as we know, is vital for every healthy relationship. In the past, written communication has been the focus. In today's world, we need to be adept at all four forms—oral, written, visual, and experiential. But, actions speak louder than words, so the next critical element is behaviour. Are we ethical? Do we hold true to our values or are they something to wave as a distraction in moments of discomfort? How do we affect society? Do we engage fairly with our stakeholders? The equation is simple—bad behaviour equals bad relationships, and the rocky road of bad behaviour will lead swiftly to all manner of crises.
Next comes understanding. Developing an understanding of who we are, what we do, why we do it and who we do it for is central to our remit. The element of understanding includes the knowledge we share, the stories we tell, the attitudes we shape, and the empathy we display for others. As an aside, if you consider organisational empathy superfluous to your operations, I urge you to think again—and think fast.
When I first devised the PR Atom, data was a sphere on the fringes but it is an essential and intrinsic element of our work. We can't operate without it - so get to grips with it, understand it and learn to work with it. Our Data-Driven Public Relations session is available on demand and that's a great starting point if the intersection of data and practice is a little hazy for you.
The Role of AI in Enhancing Relationships
While AI can help optimise communication and provide valuable insights, it should never replace the human element central to relationship-building. AI can help us analyse data, predict trends, and personalise communication but it cannot replicate the empathy, understanding, and authenticity that comes from human interaction.
In practice, we use AI to enhance our ability to understand and engage with stakeholders but we never lose sight of the fact that it’s the relationship that matters most. Technology should support and augment our efforts, not overshadow the human connections that are the essence of public relations.
The relationship is not just a nice-to-have in public relations - it’s a strategic necessity. When we focus on building and nurturing relationships, we’re creating a foundation for long-term success. Strong relationships with stakeholders lead to greater trust, better collaboration, enhanced loyalty, and a reputation that stands the test of time.
Whether we’re engaging with customers, employees, investors, or the public, the goal remains the same. To build connections that are meaningful and enduring. By keeping the relationship at the centre of our work, we ensure that every strategy and action is aligned with the values and needs of our stakeholders.
