Letting relationships develop organically and dynamically

PR is not meant to be about creating static messages in a vacuum, and it is not synonomous with media relations, but for too long this seems to have been the assumption – not only by clients and management, but even by many in the PR industry, says Jennifer McClure, executive director of the Society for New Communications Research. In her recent post, “PR Evolving, Returning to its Roots,” she points out that “Public relations is about forming and nurturing relationships with the public. We all need to remind ourselves of this from time to time. If, instead of spending time creating and communicating static messages and trying to make sure that nothing negative is ever said about our organizations, PR can re-focus its efforts on creating relationships, then it makes perfect sense for PR to be at the hub of corporate blogging and other new participatory communications initiatives.”

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