Relationship Management Strategies PDF

RELATIONSHIP MANAGEMENT September 16, 2022 CHANGE IN WAY THAT PR IS PERCEIVED ▪Away from a means to generate publicity ▪Embrace the notion that relationships should be the core of public relations ▪Conversational tone and use of many media (including digital media) to build relationships RE...

RELATIONSHIP MANAGEMENT September 16, 2022 CHANGE IN WAY THAT PR IS PERCEIVED ▪Away from a means to generate publicity ▪Embrace the notion that relationships should be the core of public relations ▪Conversational tone and use of many media (including digital media) to build relationships RELATIONAL MANAGEMENT STRATEGIES ▪Openness: disclose information public considers to be important ▪Assurances: communication so the public knows its importance in the relationship ▪Social networking: emphasize common affiliations between organization and public ▪Sharing tasks: asking for public support and offering it when appropriate COMMUNAL ▪Key outcomes of good organization-public RELATIONSHIP relationship: S ▪Control mutuality – both sides have a sense of control and be comfortable with balance ▪Both parties provide ▪Trust – includes integrity (fair and just), benefits to the other dependability (organization will do what it because they are says), competence (organization can do it concerned for the says) welfare of the other – ▪Satisfaction – both parties have positive even when they get expectations and feel like they have been met nothing in return ▪Commitment – decision that the relationship is worth continuing ▪Better long-term relationships, the more likely to achieve your daily, monthly, yearly goals ▪Healthy long-term relationships reduce costs of strikes, lawsuits, dissatisfied customers ▪They also garner support from donors, lawmakers, employees, and many other stakeholders REASONS TO CULTIVATE RELATIONSHIPS INTERPERSONAL RELATIONSHIPS ▪Foundation for analyzing ▪Pitching – encourage media to organizational-public cover stories about organization relationships ▪Know what is actually news News-driven relationships ▪Newsworthiness, p. 94 ▪Media relations – connections ▪Think about it from the with those who produce news perspective of the journalist ▪“Single-most sought-after ▪Understand journalists’ audience competency of PR agencies & in-house communication ▪Make yourself useful to help departments” journalist Relational Maintenance Strategies Positivity: Expressing favorable attitudes, and interacting with partners in a cheerful, uncritical manner. Openness: self-disclosure and directly discussing the nature of the relationship including its problems and willingness to listen. Assurances: Covertly and overtly communicating the importance of the relationship and a desire to continue with the relationship. Social networking: Relying on the support of mutual friends and common affiliations. Sharing tasks: Performing one’s responsibilities including routine tasks and chores; in a marriage or partnership, this may include cooking, cleaning, and managing finances. Commerce-Driven Relationships B2C (business to consumer) describes the relationship between and business and the end users or consumers of its product or services. The four C’s of integrated marketing communication hihghlitg important dimensions of those relationships: ▪ Consumer ▪ Cost ▪ Convenience ▪ Communication B2B (business to business) describes technologies that businesses use to perform online transactions with each other. A university might contract with a consultant for, say, marketing services (World Needs More Cowboys campaign). Differences between B2B and B2C relationships Target Audience B2B: Focuses on other businesses, industry professionals, and decision-makers. B2C: Targets individual consumers or the general public. Messaging B2B: Emphasizes expertise, long-term value, and data-driven content, appealing to logic and ROI. B2C: Relies on emotional appeal, brand experience, and personal benefits to connect with consumers. Communication Channels B2B: Leverages trade publications, industry events, LinkedIn, and direct communication with stakeholders. B2C: Focuses on social media, mainstream media, influencer partnerships, and broad-reaching advertising. Goals B2B: Builds credibility, fosters relationships, and generates leads for high-value, long-term sales. B2C: Drives immediate engagement, brand loyalty, and quick purchases. Issue-driven relationships Public affairs, legislative relations, and issues management are mostly issues- driven. An issue is any topic or problem that is open for debate, discussion, or advocacy. Donors, volunteers, government officials, community leaders and activities, including those who oppose the organization, are all key publics for organizations as they deal with various issues in the marketplace of ideas. Issue-Driven Relationship Example: University of Wyoming Conservative Wyoming legislators threatened and enacted funding cuts over social issue disputes. In early 2024, approximately $1.7 million was cut from UW's budget, specifically targeting the Office of Diversity, Equity, and Inclusion (DEI). The DEI office was shuttered, with essential duties reassigned to other departments. You’re also seeing the dispute play out over trans athletes. Issue-Driven Relationship Example: University of Wyoming Key PR Challenge Balancing legislative directives with institutional values and stakeholder expectations. Strategic communication, policy adjustments, and stakeholder engagement are critical to addressing the issue while upholding UW's mission.