Stewardship and the Public Relations Process

Stewardship has become a trending practice for public relations professionals because it allows them to establish and maintain relationship-building efforts with stakeholders who should be included in everyday communication. Practicing relationship cultivation strategies shows potential customers and clients the value that they represent to your company. And, it is important to solidify ongoing relationships with your organization’s publics in order to maintain a strong and trusted brand – something we strongly encourage at PRBrandBuilderSince it is important for public relations practitioners to foster relationships with clients, partners, journalists and key audiences, we explored the four dimensions of stewardship: reciprocity, responsibility, reporting and relationship nuturing.

1) Reciprocity: Recognizing stakeholders and demonstrating gratitude for their involvement with the organization is always important. Treat stakeholders to dinner or send them a company newsletter. Reciprocity will create the ultimate “win-win” situation for both stakeholders and your company.

2) Responsibility: Being responsible means keeping promises to stakeholders while achieving high standards of organizational management and decision making. In order to ensure a trusted brand, company representatives need to make sure they meet client deadlines and put client needs first – that way there is no discernible gap between promise and delivery.

3) Reporting: Organizations should communicate internal developments to their publics when they can. For instance, in a crisis communication, it is extremely important to report to your publics what is actually happening. A more in-depth explanation about the crisis and how you will address it is better than an unclear response.

4) Relationship Nurturing: Organizations will be most successful when they focus on both taking care of existing stakeholders and fostering relationships with new stakeholders. Customer appreciation events are a great way to show existing stakeholders that you care.

By employing these four elements in your interactions with current clients, partners, reporters and key audiences, you will not only build yourself a trustworthy business, but you will find yourself valuing strong relationships with those people who work for your company.

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12 Responses to “Stewardship and the Public Relations Process”

  1. Getting Down to Business | Says:

    […] science, it is a science in a different type of field.  It is a science in communication, details, stewardship, management and much more.  You must understand many different things to truly be a public […]

  2. Uncover stewardship in public relations – building a relationship with BRAC | Tiger Tales of Tiger PRide Says:

    […] articles pertaining to the practice of creating and maintaining relationships. Check out this blog outlining stewardship and the public relations […]

  3. Bridge Communication's blog Says:

    […] was how we cultivated our relationships through our short phone conversations: stewardship. The PRLine blog explains the importance of […]

  4. Exercising the ROPES model: Stewardship | Geaux Communications Says:

    […] your sense of stewardship toward your community and do one act of kindness that can make a big difference to someone in need. […]

  5. Focusing on Stewardship with Big Buddy | Capital City Says:

    […] Stewardship is an important part of working with any client, and is especially important to us following such a successful event only made possible by the help of so many outside supporters.  Making sure to thank everyone who helped sponsor our event was step one for us.  In the days following our event, before we left for spring break, we created and mailed out thank you cards and t-shirts to all of our sponsors for their role in making our event such a celebrated success.  Raising Cane’s, Kean Miller, Mattress Direct, Wampold, Otey White, Vermillion Painting and Construction, and Cox Communications, on behalf of Capital City Communications and the Big Buddy Program, we thank you!  […]

  6. Why Stewardship is Important in the Client Relationship Between Broad Magnolias and Youth Oasis | Says:

    […] is a way to nurture your client relationship. Blog prbrandbuilder.com claims that reciprocity, responsibility, reporting and relationship nurturing are the four elements […]

  7. Big Buddy and public relations stewardship | REACH PR Says:

    […] “Stewardship and the Public Relations Process” discussed four areas of stewardship including reciprocity, responsibility, reporting and relationship nurturing. […]

  8. Current Communications learns the importance of stewardship and client relationships in PR while working with Youth Oasis | Current Communications Says:

    […] Amanda Brown, former media services manager at PRBrandBuilder, wrote a blog explaining the four dimensions of stewardship: reciprocity, responsibility, reporting and relationship nurturing. If you include these four […]

  9. Olympia implements best practices for client relations in PR with Capital Area Special Olympics | The Parthenon Says:

    […] an article written by Amanda Brown, she explains that stewardship has four dimensions: reciprocity, responsibility, reporting and […]

  10. It’s all about management: Sustaining mutually beneficial relationship with Capital Area Special Olympics of Louisiana | elevatecomm Says:

    […] research, objectives, planning and evaluation. Stewardship can be broken down into four actions: reciprocity, responsibility, reporting, and relationship nurturing. In its entirety, stewardship means fostering a mutually beneficial relationship with stakeholders […]

  11. Using stewardship to build and safeguard client relationships through campaign with Capital Area Special Olympics Says:

    […] is a rather basic public relations concept, but it can make a substantial impact. PRLine outlines four important dimensions of stewardship: reciprocity, responsibility, reporting and […]

  12. Stewardship: responsible PR and management of Diversity House’s resources Says:

    […] Brown’s PRLine blog suggests that there is a new trend towards stewardship in public relations as connections […]


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