When Did We Lose the “Relations” in Public Relations?

When I began my education and career in Public Relations in the late 90s, the field was deeply rooted in the word relations. It was about people—engaging with them, understanding them, and creating meaningful connections. Like any relationship, it required effort, trust, and an authentic commitment. However, as I look at the industry today, I can’t help but wonder: what happened?

Somewhere along the way, PR shifted from a focus on relationships to a focus on transactions. Today, we call it Corporate Communications, Content Marketing, or, in some cases, Paid Media. These are all valuable tools that drive business outcomes, but they often feel detached from the core of what Public Relations once was.

Long before I began studying Public Relations at Grand Valley State University, truly? valuing relationships was at the core of my DNA. Whether it’s with my family, my colleagues, the students I teach, or the neighbors in my community, I value connections built on trust and mutual respect. These relationships go far beyond surface-level exchanges. They’re built on truly knowing one another, showing up when it matters, and giving without expecting anything in return.

In my professional life, I’ve always strived to carry myself in the same manner. People see me as a connector—someone whose relationships span industries and years. Another friend calls me a “puller-upper” (defined by Paige Hanson as one who pulls another up with her). Whether it’s professional sports, higher education, influencer marketing, or NASCAR, my network is built on a foundation of genuine connection. It’s been over 20 years since I last worked in the WNBA, yet I know that if I called up one of my professional basketball contacts today, they’d not only answer—they’d ask how they could help.

That isn’t a coincidence. It’s the result of building relationships the right way—over time, with care and real intention.

So how did we, as an industry, lose sight of that? And more importantly, how can we find our way back?

It starts with remembering that relationships are the heart of everything. Businesses can spend millions on content marketing strategies or paid campaigns, but the truth is, nothing beats a strong relationship—whether it’s with a customer, a client, a reporter, or a partner. Trust, loyalty, and connection are the foundation of any successful business.

What if we invested in those relationships the way we used to, in the 1900's?

Imagine taking the time to really know your audience—not just their demographics, but their challenges, their aspirations, and their values. Imagine cultivating relationships with journalists and media outlets, not to pitch stories but to build mutual trust and collaboration. Imagine seeing clients and customers as more than transactions and treating them as partners in your business’s journey.

Building real relationships, one person at a time, is good for anyone and even any business. It’s good for employees, who feel empowered by the connections they’re building. It’s good for customers, who feel valued beyond their purchases. And it’s good for companies, which grow stronger when their foundation is built on trust and goodwill.

So, I ask you, how do we, as communicators, reconnect with the roots of Public Relations? How do we move beyond the transactional and focus on the transformational? It won’t happen overnight, but if we make the commitment to invest in real relationships, the payoff—for our industry, our businesses, and ourselves—will be worth it.

Let’s get back to the essence of Public Relations. Let’s focus on relations—the kind that change minds, move hearts, and build lasting success.