InsightsPOSTED July 2, 2019

#FutureForward: Professionalism and relationship-building

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In our #FutureForward series we ask members of our APEX family to share their insights into what two skills they think will still be relevant in public relations, communications, marketing and digital in 30 years.

Laura Zechel, consultant at APEX Public Relations discusses how the ability to build interpersonal relationships and maintaining a professional attitude at all times is at the core of building trust.

When reflecting on skills that will still be relevant in 30 years, two clear options came to mind due to their timelessness: professionalism and relationship-building.

A lot of what we do as practitioners and servicing clients demands a high level of professionalism. Aside from being respectful, courteous and dressed appropriately, there are other elements that constitute professional conduct.

Always be professional

Professionalism in its essence entails being a dependable and respected member of the workforce, by the following:

  • Be accountable, punctual and taking responsibility, especially in circumstances when things go sideways. As communicators, we know this can truly differentiate a consummate professional.
  • Be considerate and communicate with others when you run into an issue or are delayed on performing a task, particularly if this could in turn affect someone else’s workload
  • Be positive, kind and consistent when faced with tough work or interpersonal situations –this makes all the difference! Keep a positive attitude, be patient, and stay level-headed through it all – this only leads to better productivity, more respect from your team, and better business outcomes 

The wide swath of behaviours that fall under the definition of professionalism are exactly what makes it a skill area that will last the test of time.

Make relationship-building vital

As communicators, the way we communicate, give presentations and interact in general with clients, media, influencers and other parties has evolved drastically over the past 10 years. Advances in technology have allowed us to go from having phone conversations to sending out emails to video conferencing. One can only imagine the future ways in which we will all communicate.

No matter what the future holds in the ways we interact with each other in the workplace, it’s important to remember that in-person interactions are very important in order to build solid relationships. In terms of softer skills, relationship-building is a heavy-hitter.

It’s the ability to build your professional network by injecting a dose of confidence and personality to make you stand out from the pack and drive trust.

As PR practitioners, it’s crucial to have the ability to create lasting bonds with partners and clients. When paired with strong oral and written communication skills, you’ll find yourself a force to be reckoned with, now and in the future!

Professionalism and building relationships are central to how we conduct ourselves here at APEX. If you want a team that understands how to keep their game face on and believes in building mutual trust, visit our website or email us at

Laura Zechel, is a consultant at APEX Public Relations.

Check out more of our #FutureForward series to know what other skills are expected to stand the test of time 30 years from now. 

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