At the core of Public Relations is collaboration. Whether it is with clients, media, business partners, professional colleagues, suppliers - photographers, graphic designers, social media managers -, or even our own coworkers, working with others cannot be avoided. In fact, for a successful Public Relations (PR) campaign or project, relationships must be carefully navigated. The partnerships forged must be strategic, relevant, and mutually beneficial. After all, PR is not a one-man show, but a dynamic network.

So here are a few “dos and don’ts” that we recommend to keep these needed relationships afloat:

Don’t use people: Even though these are work relationships you can still show genuine concern for people. Don’t reach out only when a favour is needed.

Do be genuine: You may be thinking you only need to be nice for the duration of the project but don’t be fake about it. Be genuinely kind to people.

Don’t slander: Working with some of these people may be difficult, but whatever you do, don’t say anything to other colleagues that will stain someone’s character or destroy their reputation.

Do show integrity: It was C. S. Lewis that said “Integrity is doing the right thing, even when no one is looking.” You may be tempted to do otherwise, the perfect opportunities may even present themselves, but be intentional about being true to yourself, your company, and your industry.

Don’t think short-term: The majority of the people you meet for the first time, you will be working with again in the future. Don’t view these interactions as one-off encounters. With that said, be sure to make a good first impression.

Do network: Public Relations mandates that you communicate with people. Be sociable. Introduce yourself, give input; have an opinion. The Media and Communication space is not somewhere to be shy and quiet if you want to be successful.

All in all, try as best as possible to keep connections thriving. Public Relations, thrives on good working relationships. Chances are if you’re known for bad communication skills, or hostility, your work life will suffer. Even after the project is complete be mindful to nurture newly formed relationships. They will prove to be valuable one day.