What is the initial step to create positive relationships according to public relations principles?

The initial step to create positive relationships in public relations is understanding the perceptions held by the target audience. Knowing the perceptions allows public relations professionals to gauge how stakeholders view the organization, its policies, and its messages. This understanding is crucial because it informs how to approach communication, develop strategies, and ultimately build trust and rapport with the audience.

By identifying and acknowledging the perceptions of the public, practitioners can tailor their messages to resonate more effectively. Addressing existing issues, evaluating communication strategies, and analyzing market trends are all valuable actions that can be taken later in the process, but they stem from a comprehensive understanding of the perceptions surrounding the organization. Only by knowing how others perceive a situation can public relations professionals craft relevant narratives that foster positive relationships.