Knowledge Base

Maintaining contacts in PR: The art of building relationships

09/21/2023 | By: FDS

In the world of public relations (PR), maintaining contacts is a crucial component for success. Relationships with journalists, clients, influencers and other stakeholders are invaluable. But how does one go about effectively developing and nurturing these relationships? In this article, we will take a closer look at the art of cultivating contacts in PR.

1. Understanding and research

Before you can make contacts, it is important to understand your environment. Which media, journalists and influencers are relevant in your industry? What topics and trends move your target group? Through comprehensive research, you can identify and approach the right contacts in a targeted manner.

2. Building relationships

Relationships in PR are not a one-way street. It's about building authentic and long-term bonds. Start with a polite and respectful approach. The first meeting or conversation should not be immediately dominated by your own goals. Instead, you should show interest in the needs and interests of the person you are talking to.

3. Communication

Communication is at the heart of keeping in touch. Keep in touch regularly, whether through emails, phone calls or face-to-face meetings. Share relevant information that may be of interest to your contacts and offer support where possible. A personalised approach is particularly effective here.

4. Provide relevant content

Successful PR outreach also involves providing relevant content. Journalists and influencers are constantly looking for new stories and information. Be prepared to provide them with quality materials that make their jobs easier

5. Networking events

Networking events and industry conferences provide excellent opportunities for networking. Here you can build and deepen personal relationships. Don't forget to exchange business cards and continue conversations via email later.

6. Maintaining an online presence

In today's digital world, online presence is crucial. Maintain professional profiles on social media and professional networks such as LinkedIn. Share interesting industry information and engage in relevant online communities

7. Use feedback

Use feedback from your contacts to improve your relationships. Ask for opinions and suggestions, and be prepared to listen to constructive criticism. This shows that you value your contacts' opinions and are willing to move forward.


Maintaining contacts in PR requires time, patience and commitment. It is about building and maintaining genuine relationships based on trust and mutual benefit. If you master this art, you will be able to achieve your PR goals more effectively and achieve long-term success in your industry.

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