Last month, I attended the AHR Expo in Las Vegas, an event that brings together a wide swath of professionals in the heating, ventilation, air conditioning and refrigeration industry. Thousands of people attended the 3-day expo, including company executives, manufacturers’ reps, contractors, media and others who are associated with all things mechanical equipment.
The expo reinforced what I’ve already learned from more than 40 years in professional environments. The message I saw amplified is that relationships matter. Business success hinges on relationships, and I believe it always will. A manufacturer might make the best widget in the marketplace, but without the right supporting cast, it can languish behind its competitors.
The constant chatter over the past few years revolves around artificial intelligence and how it’s going to disrupt every industry. I have no doubt that it will. In public relations, however, while AI will certainly have an influence, the one thing it cannot do – and will never do – is establish, cultivate and nurture relationships.
PR is much more than crafting messages. It involves working with clients, media, team members and providing a trustworthy bridge in which all parties work together. Much like the successful sales representatives at the AHR Expo, public relations professionals work with people to deliver the best possible outcomes.
Media Scope Group wrote on LinkedIn that “trust is fundamental to establishing credibility and a positive reputation. In PR, credibility is the bedrock of effective communication.”
The impact of distrust is evident in how Americans view news media. Since I spent more than 40 years in local news, it’s painful to admit how far it has fallen in terms of trustworthiness. When I started my career, Americans’ confidence in news media stood near 70 percent. It has plunged below 30 percent today. There are many reasons – the rise of the internet propelled an avalanche of partisan purveyors of news, for one – but I think it’s also fair to acknowledge that media did not recognize or value its relationship with news consumers. People became distrustful. And once trust is lost, it’s hard to put that genie back in the bottle.
One of the successes of our team at Mercury is that we have established trust with our clients and our contacts. Our authenticity is recognizable to anyone who cares to look under the hood. In my role, I often establish relationships with editors, and I always acknowledge I’m working on behalf of a client. But having been on their side of the desk, I realize they want information that is non-promotional, well-researched and accurate. I believe transparent communication at the outset helps build a bond that will grow stronger over time.
Regardless of industry, strong relationships develop when there’s mutual trust between parties. If that frays, the downstream consequences can prove disastrous.
