The essence of public relations is building credibility and relationships. Both take time, commitment and nurturing.
Whether attempting to build brand awareness through media channels or winning over the local planning commission for a new development, the end goal of public relations is to establish credibility for yourself, your product, your organization as a means to building mutually beneficial relationships with influential audiences who affect whether your agenda flourishes or dies on the vine.
Strategic public relations counsel, therefore, requires more than a press release to local media. Public relations—in its most valuable form—requires thinking about what actions to take, when to take those actions, how to communicate about those actions and with whom to communicate to ensure two-way communications and, ultimately, understanding result.
In short, strong communications from credible sources helps build strong relationships.