Page 54 - Today’s Business Communication; A How-to Guide for the Modern Professional

CHAPTER 4

Why Must I Remember

That Communication Is

About Relationships?

Judith Wegner Weir, an account coordinator at a PR
firm, grew up in Germany and earned a degree at IBK
Göttingen, a university in her home country. About
8 years ago, she moved to the United States, where she
earned a business degree. Through her studies and her
work, Judith has learned the importance of relation-
ships. In a recent conversation with us, Judith said:

Most of my work involves working with journalists to gain publicity
for my clients. I write media advisories and news releases, and make
follow-up calls to reporters at media outlets. Sometimes journalists
can be unresponsive to contact from public relations practitioners.
I have to build relationships with reporters, making sure I come
across as credible, professional, warm, and friendly. I find that after
I make initial contact with the reporters, and build a positive, pro-
fessional relationship with them, they return my calls and emails.
Another point that I make is to always respond to reporters’ emails
within 30 minutes of receiving them. That type of responsiveness is
very important when building and then maintaining good relation-
ships with colleagues. I also make the effort to learn what interests
people when I’m trying to influence them. Relationships in the
communications business are much easier to build when you focus
on the needs of the other person, rather than your own. 1

You probably have your own definition of the word “relationship,” but
because we are academics, we think we should define it for you, in order