Relationships, it's what PR is all about right? I know that is what we hear PR is supposed to be about, but honestly, when I was early in my career I felt it was all about cold calling reporters. For those of you who have done cold calling, you know it sucks.
Besides being able to write well, one of the most important traits for a PR professional is the ability to build and sustain relationships. Relationship building goes beyond just getting to know reporters. It is about getting to know co-workers too.
Throughout the course of my career in PR I have done my best to build and sustain relationships, succeeding some and failing just as often. Networking is an important part of building relationships. Are you a member of an association? Do you get involved in things outside of work that help you develop as a professional? I hope you do because PR is all about relationships.