Insights, OpinionPOSTED July 11, 2019

#FutureForward: PR will always be the business of relationships

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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.

Derek Bathurst, consultant at APEX Public Relations speaks to the importance of relationships as a core facet of public relations practice, now and in the future.

Relationships; we all have them, and we know how hard it can be to establish and maintain the various relationships we keep – hello messy breakups!

Recently, we have seen a surprising spree of celebrity splits (thank you next Pete Davidson…), corporate mishaps, and political slip ups (basically every day). But how do these all relate?

In one way or another, a relationship was damaged.

But what does public relations have to do with relationship formation? Everything.

A strong relationship will go a long way and is at the core of every public relations strategy. In 30 years this will be no different.

Building and maintaining relationships is an asset that PR professionals do better than anyone else.  While everyone wants to keep close relationships, public relations practitioners are in the profession of preserving these relationships to ensure long-term success.

PR is in the business of relationships and healthy relationships lead to people from diverse backgrounds and varied expertise coming together on a common platform to exchange ideas and reach the best possible solutions and strategies.

At APEX, building relationships is what we do. With a long history of formative partnerships our team understands your needs. So, feel free to visit our website or email us at

Derek Bathurst 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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