How to build Organic Relationships

plush-design-studio-q10VITrVYUM-unsplash.jpg

The key to creating organic relationships 

Building relationships is the foundation of successful PR. Public “Relations” – it’s right there in the name. The problem is that creating these relationships is easier said than done. Long-standing relationships are based on building trust and mutual respect, a process that takes time. 

Luckily, there are specific efforts you can do in order to break through the noise and create a bond with influencers or editors. Here are some key tips to help you build real, organic relationships.

  1. Follow, like & comment ... and mean it!

  2. When creating organic relationships, especially with influencers on IG, be active about consuming their content. Why? Because you want to get to know who they really are behind the screen. Reply to their Stories with a funny emoji, or compliment their new shoes and sooner or later they'll respond. Even better, it will spark the next conversation and give you a reason to DM them and prepare your offer.

2. Reach out and offer, don't ask. The last thing an influencer or editor wants to hear from someone they don't have a rapport with yet is someone asking for something. Your relationship will be doomed before it even starts, so do not - I repeat - DO NOT do this. Instead, reframe the ask as an offer. 

Let’s say you really want a fashion influencer to feature your client, an accessories brand with an awesome new collection of purses, but you client doesn't have an influencer marketing budget. Don’t ask for them to feature your client just so you can get shot down from the beginning. Instead, build rapport first with tip #1 and offer your client's bag in an organic way. You could mention how great it would look with their new shoes from the post you commented on. 9 times out of 10 the influencer will think, "wow, she's right! OK, I need that bag!" Now you are building an authentic relationship!

3. Let it breathe. The biggest thing that can kill an organic relationship is overstepping boundaries. Let’s take the bag example from tip #2.  Don't follow up every few days asking when she'll post the bag, because quite frankly it's annoying. Give her some time to integrate it organically. This will help your brand and influencer relationship in the long-run. 

The biggest thing to remember is to be authentic in your communication and relationship building. Come from a helpful place and offer assistance for them. You never know when they'll take you up on that offer which can lead to a great working relationship and even friendship!