The New Relations in Public Relations

One of the many things that public relations needs to be agile about is negotiating relationships in a new world of stakeholders, influencers, thought leaders, bloggers, Instagrammers, and everyone in between. PR has always been about building relationships, but the questions are what sorts of relationships, and with whom? Despite the name of our profession, we’re not primarily about building relationships with the public at large: That’s the domain of advertising. We are about building meaningful relationships with people one step removed from the public, people whose business is getting news out to the public. That used to mean a tried-and-true constituency of journalists working for established media ...

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