It's All About Relationships

In the field of public relations, the "bottom line" factor as to whether any outreach effort is successful revolves around one word: relationship. Whether the purpose of a public relations campaign is to generate support, sway opinion or enhance a reputation, none of these goals can be achieved in any meaningful way without the establishment of a relationship of some sort. Communicators need to connect with their targeted public if that public is going to be anywhere close to being receptive or open to what information is shared with them. Creating a willingness to be open is the essence of the public relations profession.

Recently, the results of a fascinating and most notable study from Harvard University were released that speak to a certain aspect of relationships that should be of interest to public relations practitioners. The study began in 1938 and is one of the longest longitudinal studies of human development in history. (Specific details of it, including a complete breakdown of the study's findings, may be found in a new book called "Triumphs of Experience" by George Vaillant.) The most overriding is that a direct correlation was found between the warmth of one's relationships and their health and happiness. Nothing in life is more important, Vaillant concluded, than relationships.

For years, scholars have discussed and even debated the primary purpose of public relations. Is it to persuade or to create partnership? Is it, for example, to help a client make money or attain greater recognition or help that same client connect with a public or, for that matter, an individual? As reported by Vaillant, the study contends those with warmer childhood ties with family, particularly with their mothers, are more likely to earn higher salaries and achieve professional success. Thus, for the professional communicator hired to help clients or their employer connect with others, they should not discount the importance of establishing strong ties with others as part of their strategic thinking.