Building Long-Term Relationships in Public Relations

Legendary self help author Dale Carnegie would have also been a great PR firm leader. His lessons on human behavior remain relevant to all aspects of PR, media, and advocacy. Here’s my top 10 lessons applied to our work: 1️⃣ Don’t default to criticize, condemn, or complain—argue strategically. Attacking for the sake of attacking is a waste of time. Even in the worst disagreements, focus on credibility, trust, and alliances. The best reputation strategy isn’t about tearing others down, it’s about making your message the most compelling to the most people. 2️⃣ Appreciation is free PR. People remember who gives them credit. The best executives, policymakers, and communicators understand that sincere appreciation builds relationships that pay off long-term. 3️⃣ Make people want to listen. Nobody cares about your agenda unless it aligns with theirs. Whether pitching the media or persuading policymakers, understand what they need first—then craft your message accordingly. 4️⃣ Relationships usually drive influence. Your network is your power. Carnegie knew it, and the best PR pros and policymakers live by it. The more goodwill you bank, the more leverage you have when it matters. 5️⃣ Be approachable—seriously. A smile (or its digital equivalent) is a game changer. The best leaders make people want to engage with them. That’s how you win advocates, not just followers. 6️⃣ Names still really matter. If you’re dealing with the media, lawmakers, or industry leaders, remember their names. People notice, and it builds instant rapport. 7️⃣ Shut up and listen. The best PR and advocacy wins don’t typically come from shouting the loudest. They come from listening, understanding, and then delivering the right message at the right time to the right audience using the right medium. 8️⃣ Frame everything in terms of your audience. Whether you’re influencing a journalist, a policymaker, or the public, make the conversation about them, not you. It’s how you make an argument stick. 9️⃣ Make people feel important genuinely. In media, politics, and business, perception is reality. Treat people like they matter, and they’ll return the favor when it counts. 🔟 The best way to win a fight? Avoid it strategically. Some battles need to be fought. Many don’t. The goal isn’t to “win” a media war or policy debate at any cost (aka “burn it all down”), it’s to build long-term credibility, influence, and trust. Carnegie understood people. And in PR, media, and advocacy, understanding people and what motivates is still everything. Any other lessons you’d add here on 🐪 Day?

Build connections when you don’t need them, so they’re there when you do. Networking is a long‑term investment. You never know what can happen tomorrow, whether it’s a new opportunity, an unexpected challenge, or a career pivot. By cultivating relationships early, you turn strangers into allies and potential into possibility. My pro‑tip? Develop your personal value proposition. 
- List your top 3–5 strengths and concrete examples of how you’ve helped others 
- Turn each into an “I help…” statement (for example, “I help marketing teams drive engagement through data‑driven storytelling”) 
- Use these statements to guide every outreach, ensuring you’re always offering value, not just asking for favors Then start from what you know. 1. Choose 5–10 people from your alumni network, former classmates, or close colleagues 2. Send a genuine note, share an article they might find helpful, congratulate them on a recent win, or simply ask how you can support them 3. No agenda. Just curiosity and a willingness to help Next, venture into the unknown. 1. Identify people at companies you admire or in roles you aspire to 2. Do your homework: reference a recent project, article, or speaking engagement 3. Reach out with a clear, value‑first message: “I enjoyed your piece on X; as someone looking to Y, I’d love to learn how you approached Z.” And keep the momentum going. 
- Schedule quarterly reminders to check in, share insights, celebrate milestones, or ask a thoughtful question 
- Track key dates (promotions, product launches, anniversaries) so your messages feel timely Your network matters. When you need advice, an introduction, or anything really, you’ll already have authentic connections. And at the end of the day, already built connections where you can leverage the relationships > dry unknowns ‘Hey, I need help’ messages. #StephSynergy

Relationships first. The revenue will come. As the founder of a grassroots organization, I spend about 90% of my time focusing on building relationships—learning who people are, not just what they can do for me. I’ve learned the best way to build long-term partnerships isn’t by focusing on the partnership, it's about focusing on the PERSON. 💡 My approach to building authentic, long-term partnerships: ✔ Give first. I never enter a conversation thinking about what I can gain. Instead, I ask: How can I give? ✔ Understand their ‘why.’ What captivates them? What is their mission? What do they desire to accomplish? ✔ Build for the long-term. How do we go beyond short term wins, and focus on long term impact? The biggest funding opportunities don’t typically come from chasing currency. They come from building lasting community. #Fundraising #CorporatePartnerships #CommunityBuilding 

The hardest part isn’t learning to “sell.” It’s learning to stop. Most professionals think they need: ❌ Better pitches.  ❌ Sharper closes.  ❌ More aggressive follow-ups. But the clients who become long-term partners? They usually say the same thing: “I didn’t feel like you were trying to sell me anything.” That’s the paradox of professional services.  The less you sell, the more you grow. Here are 7 ways to go from selling to helping: 1. Stop Being the Expert → Become the person who asks better questions → Show them paths they haven’t considered yet 2. Make It About Them → Start every conversation with their world, not yours → Make their success your primary concern 3. Speak Their Language → Drop the consultant-speak entirely → Sound like a human having a real conversation 4. Stop Pushing Your Timeline → Let urgency come from them, not from you → Respect their decision-making process completely 5. Show Clear Value → Show how your work connects to their goals → Talk about impact they can actually measure 6. Focus on Outcomes → Get specific about what winning looks like → Align everything you do with that vision 7. Stop Chasing Every Lead → Say no to opportunities that aren’t the right fit → Invest time where it creates lasting partnerships Here’s the truth: The shift isn’t complicated.  But it requires patience. But when you stop measuring success by this quarter’s  numbers, you’ll start building relationships that thrive. So, the question isn’t whether you can sell. It’s whether you can resist the urge to. Which of these shifts has made the biggest difference for you? ♻️ Valuable? Repost to help someone in your network. 📌 Follow Mo Bunnell for client-growth strategies that don’t feel like selling. Want the full cheat sheet? Sign up here: https://lnkd.in/e3qRVJRf