How to Build a Profitable Business Relationship

The term public relations consist of two words; public and relations. Relations are the publicist's inventory. Relationships are the most valuable asset in the public relations portfolio. From the moment of your first contact with the public and the media you are building relationships. Generally, these relations will not produce instant results. They need to be nurtured. Building relations is where you need to start.

Building strong, long lasting relationships take time and effort. It is a slow and deliberate process and will require perseverance. It is similar to building a brick wall, where placing brick and mortar, one brick at a time, adjusting, realigning, row after row until the wall is complete. Unlike building a wall however that is the work on long term relationships is never completed.

Every contact you make is vital. Even calls intercepted by voicemail and are not returned are important. Repeatedly leaving your name and message builds name recognition. After a few messages left, even strangers who never knew you existed, know who you are and why you are calling. You are essentially building a branded image.

The media needs information. It processes massive amounts of information and content that must continually be replenished and they rely heavily on outside sources to supply that information. Your job is to become a resource by furnishing that information that the media needs. Remember, build that relationship and in the long run, it will pay off.

Become helpful to the media by offering them information, service and access to your contacts. Become a valuable resource to the media. Ask the media contacts to provide you a list of editorial projects they are working on for the next 30, 60 and 90 days. Then offer them to sources and link them to contacts.

Also, a good way to develop relations with media personnel is after you read their stories, call them to sat just how much you enjoyed their story and give them additional information and insights that will help them with a follow up story.

Always remember that the best way to get the media to write more about you is to help them reach their goals. Give the media more than they expect. Provide three sources, not just one. Become the Medias research professional and colleague.

When speaking with media contacts, listen carefully and be sure you know exactly what they are looking for and want. Ask directly what they need to complete their story. Then get it for them.

Finally, few things are appreciated more than personal acts, considerate gestures that are not required or expected. These acts, to name a few, are a thank you note, a phone call or fax, email, post card and even a small gift. It is the thought that counts.

After making a new contact, always send a handwritten nice to meet you note. Always send a thank you note for business referrals and even consider making a point to take these contacts out to lunch. Act promptly otherwise the full impact of your gesture will be lost.

The above acts will help distinguish you. Don't be elaborate or go overboard. Simple notes or even postcards are enough. These acts will pay huge dividends by:

· Keeping you and your product/service in your contacts mind.

· Portraying you as pleasant, considerate and intelligent.

· Producing more referrals.

Rejections are inevitable and can be used as opportunities. They can form the basis for future endeavors and can be building blocks for long term relationships. Media contacts will remember your name, your courtesy and consideration, your professionalism and your willingness to help.

The media constantly needs information. Become a supplier and a media resource.