By Remy Raitt

Y&R South Africa PR officer, Carine du Preez says that without the relevant parties to receive the information the PR officer packages, messaging would be lost.

But how do PR professionals make, let alone maintain, relationships with these crucial contacts?

Grab every opportunity

Owner of Red Pen Communications, Laura Durham, says any chance to meet with someone new should be seized. “Whether it’s a new person at a friend's braai, the person sitting next to you on the Gautrain or even the receptionist at your client's office. You just never know who is going to help you in the future,” Durham says.

According to Tank PR, being yourself during these initial meetings is paramount.

Meanwhile Du Preez recommends taking advantage of the host of professional tools available these days. “Paid-for media lists afford you the opportunity to connect to the relevant contacts by providing e-mail addresses and beats of journalists at the publications in which you are interested,” she says. “Following relevant influencers on Twitter is another great way to make contact and to get a sense of what might add value to journalists and the publication for which they write. Attending networking events, and joining an industry body like PRISA, are excellent ways to establish and maintain your contact list as well.”

Durham says social media platforms offer plenty of opportunities. “Don't underestimate social media sites, particularly LinkedIn as it can be a powerful network tool. Make sure your profile is well-written, with a professional picture, and you're ready to grow your network.”

Nurture and grow relationships

Making connections is an important first step, but without communication and appreciation these bonds can easily fizzle out.

Du Preez says respect is key. “Journalists receive hundreds of e-mails a day and harassing them to publish your story will simply be destructive,” she says. “It’s also incredibly important to ensure that your news or angle is of value to them personally, and you need to be clear on why you are approaching them before you motivate for a story.” She says, in terms of other suppliers, PR officers should also ensure they are clear on expectations, deadlines and processes.

Du Preez and Durham also recommend regular catch-up’s with contacts over coffee or lunch. “They can go a long way in ensuring relevance and comfort within the professional relationship,” says Durham.

But it’s important not to overdo it. Durham says over-the-top gifts and heavy ‘schmoozing’ will only push contacts away.

What these relationships offer

A solid contact list can offer PR officers a lot; “Quicker turnaround times, a higher dissemination-to-publication conversion for press releases, and good chats over wine at events,” lists Du Preez. “It can also lead to journalists proactively approaching you and the brands you represent with requests for comment,” she says.

Keep them safe

Keeping track of all your contacts is obviously important if you want to speak to them again. Both Durham and Du Preez recommend taking advantage of electronic devices that save details across devices.

Printing out an updated list every few months is not a bad idea either, as technical malfunctions cannot always be avoided and would be an awful reason to lose the connections you have worked so hard on making.

Are you a PR officer? How do you make and maintain contacts?