A Final Thought

The power of relationships in business

by KRISTEL VALAYDON

It’s been over a year since the pandemic presented us with challenges, loss and situations we could never have imagined, nor will we ever forget.

As we thankfully start to enjoy the relaxed lockdown rules and begin to rebuild, it’s important to remember what positives we can take forward with us also.

Nurturing relationships in business, especially within community and networks, has always played an important role, but during a crisis or situation it becomes far more valued and certainly during the past year noticed and appreciated.

Running a business means there’s so much to consider – sales, invoicing, marketing, social media, manufacturing, suppliers – that building community through driving active, supportive and engaging communication channels can naturally slip down the priority list. Yet the benefits - teamwork, loyalty, support and collaboration - cannot be ignored, and when needed can be count upon.

As we open back up, how will you be developing and nurturing key relationships in your business through your communications?

Teams and partners – whether you’re a

solopreneur or business, listening to your suppliers, partners or employees and sharing your vision for the business and direction, makes them ‘success partners’. Not only does it ensure you’re working towards a shared goal, but also when challenges arise, you have a trusted and engaged team who will follow your leadership.

Customer comms – regular communication with your customers has become easier now with digital. From newsletters and social media - businesses who keep regular contact with their customers, during good times and bad, not only build that valuable ‘know, like and trust’ factor – they drive loyalty and word of mouth referrals. Also don’t neglect direct mail, which has seen a resurgence as we’re receiving less post. Community networks – in this local area alone, there is a wealth of networking communities where we can meet like-minded fellow business owners. Often we look at networking, like most relationship building activity, as transactional i.e. ‘what’s in it for me?’ – in order to justify the time spent. Building a support network and group of ambassadors, who know and understand your business and more importantly your values and approach, can prove highly beneficial when it comes to referrals.

Industry relations – are you innovative and challenging in your approach? Can you offer a fresh or relevant perspective to your industry that could be shared? Don’t forget that every sector has an industry body providing advice and support. Could you be networking and finding your platform here for collaborations and partnerships?

Media relations and partnerships – don’t forget

local media. As we see here with Life In Magazines, every title has its own following and community and a great opportunity to work in partnership. From bloggers, networks, associations – each will have channels of communications that can be used to inform and grow your own community.

Kristel is a PR & Marketing specialist and founder of KV Communications. She also hosts Small Business Chat every Wednesday live on Facebook (@kvcomms).

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