Building Relationships is Foundation for PR Success

Yesterday's NY Times featured an article about the role public relations is playing for companies, websites, etc. based in Silicon Valley.  While the piece mainly focused on one particular PR person and her work, the key take away for me was that while the media landscape is continuing to change (traditional media vs. new media), one thing that is still of the utmost importance is relationships.  Whether it's relationships with traditional media, influencers, bloggers, etc., relationships are what help set us apart from other disciplines within the overall marketing mix.  Additionally, these relationships can't just be developed and cultivated through emails, tweets, etc.  To build a true connection, we must get back to the basics of one-on-one in-person interaction.