In public relations, there’s always talk about storytelling, strategy, media coverage – and all of that matters. But if you strip PR down to the core of what we actually do and what holds everything together, it’s really just relationships.

For all the care we put into our words and how we deploy them, I think nurturing relationships is the most important part of the work and sometimes the most overlooked.

Yes, we pitch stories. Yes, we manage reputations and navigate crises. Yes, we get coverage. But none of that happens without knowing how to listen. Without establishing trust. Without being able to see the person on the other side of the phone or inbox as a person. It’s about connection.

The foundation of any strong PR partnership is the relationship we build with our clients. That means going beyond the typical deliverables and deadlines. When we kick off with a new client, one of the first things we ask is: What does success look like to you? Because that’s what truly guides the work – understanding their goals, their priorities, what keeps them up at night.

Some of my best client relationships have been built in those in-between moments. Staying a little longer after an event to check in, grabbing coffee after an interview, taking an Uber together and just talking – work-related or not. Taking time to show up and be present outside of the meeting can often lead to the most trust, the most insight and honestly, the most rewarding parts of the work. When there’s a solid foundation, the work gets easier. Clients open up more. Feedback is clearer. Creative ideas flow faster. And there’s mutual confidence in each other.

It’s not just about getting to know someone for the sake of it. It’s about doing better work… together.

And who’s to say this mindset only belongs in PR? Taking the time to really listen, to ask a few extra questions, to follow up with intention – those things don’t make you good only at this job. They make you a better friend, a better neighbor, a better communicator in every part of life.

It can’t be more obvious that results matter, but relationships are how we get there… and how we stay there. 

When you approach relationships with curiosity and care – whether it’s a client, a reporter, or the person sitting across from you at dinner – it has a way of making everything, from the work to the relationship, stronger and more meaningful.