Building Public Relations on a Foundation of Friendraising- Dr. Dan Eller
Most public relations professionals are quite adept at building
relationships with their clients and publics, but how do we carve out a
pathway that facilitates a smooth road for these relationships to travel
and ultimately expand? What I’ve found in my professional public
relations practice is focusing on friendraising. You ask, what is
friendraising in terms of public relations practice and how do I get
Really the answer is simple…FOCUS ON THE FUTURE! Who are the people
that you need to network with today, and how will this experience create
future opportunities for everyone involved? How does friendraising
differ from networking?
First, be on the lookout for new individuals and groups that will
allow you to build effective and sustainable relationships by developing
your use of friendraising. Don’t stay inside the box, or just look
outside the box, throw the box away and be open to creating and seeking
new opportunities to meet and develop a relationship with those who
haven’t yet discover what you have to offer to meet each other’s needs.
Second, develop the strategies necessary to implement your
friendraising tactics. Do your homework to actively seek out and
interface with those who will benefit through a mutual relationship.
Craft the message that will resonate with these new friends that draw
them in to what you have to offer and how what they bring with them
helps each other.
Third, develop and implement the tactics that will allow you to
practice the art of friendraising. Be creative and do the things that
show your forward thinking as a public relations practitioner. Remember
not everything we do always hits a homerun, but choosing a different bat
may be just what you need to hit the ball out of the park.
Finally, always look at the new people you meet, and who they
represent as an opportunity to collaborate with to build a relationship
through friendraising. Now that we have successfully created new
relationships through our friendraising efforts, focus on continued
collaboration and look for further friendraising opportunities that
create almost a domino effect. I am always actively looking for new
opportunities to develop friends, and foster a relationship with them
that will build the foundation of my public relations efforts to develop