By Mei Kuan who delves into the intricacies of the PR industry
“Guanxi” – anyone who has business dealings in China knows its meaning and importance.
The truth of the matter is, “guanxi” does not apply only in China or to the Chinese. It is part and parcel of doing business wherever you may be.
For the public relations (PR) industry in particular, the cultivation and maintenance of “guanxi” is not only necessary but crucial. Personal relationships go a long way in the PR industry.
ChatGPT and AI can churn out your news releases but they cannot help your company cultivate crucial personal relationships. By relationships, I do not mean cyber or virtual ones. It is more than WhatsApp GIFs, Facebook or Instagram likes and comments, Zoom or Google Meet. It is the kind of relationships that require investment in time and efforts.
For clients, while the “brand” of agencies may be important, when it comes to day-to-day client servicing, relationship trumps. Agencies have been known to change teams and/or executives because of friction between the client and the team.
It is not uncommon for clients to follow an executive when he/she leaves for another agency because of the relationship established. The level of trust, respect and understanding built over the years coupled with the experience and professionalism of the said executive are just some of the decisive factor
Nowhere is the importance of relationship more apparent than when a crisis strikes. An organisation’s PR’s relationship with the editors and journalists may influence the tone, angle, and approach of the media reports – not just advertising spend.
How does one build and cultivate relationships?
Good old-fashion investment in time and effort. Time and effort to:
* Get to know the client or a journalist /editor as professionals and individuals. They are not stepping stones to make your organisation more money or for good exposure
* Spend time to understand their organisation and individual goals and determine how you can support them in the background
* Cultivate, assist, and educate newbies as they may one day rise to senior positions
* Be genuine and prove that you are reliable and can be trusted. A fake will soon be exposed.
All said, it is important not to over-step boundaries when navigating with the media. This includes:
* Not demanding to see the story before it is published
* Not rewriting the story (if the writer is kind enough to show you the draft)
* Respecting their right to their views and opinions
* Not threatening to pull advertising spend if the story does not see light or is not totally favourable
Building relationships with clients means…
* Developing a genuine interest in their business and industry
* Being professional — keeping your promises and deadlines
* Always having their back
* Speaking up – the courage to disagree as the client is NOT always right
* Being impartial and objective as therein lies a PR agency’s strategic value
At the end of the day all genuine relationships are based on mutual respect and trust. Anything less would be transactional and that soon will pass.
Mei Kuan is a seasoned PR industry professional with years of in-depth experience dealing with top multinational as well as local clients