Is establishing a strong network important for public relations sustainability? How?

Of course it is. Public relations need a strong base, and the connections and network you have are the mean to establish that solid base. And since PR is all about communication, connecting through your network will help you create and maintain this base.

Of course , Any company having public relationship would enable the company to easily communicate with its  current , potential customers, suppliers and employees and as such adds value to the company overall objectives and value. the customers can get  fast answer  and all required details any time as they want .

How ?

By professional networking in easy and soft  formats . 

Having a sustaianable Public relationship would enable the company to easily communicate with both its existing and potential customers, suppliers and employees and as such adds value to the company overall objectives and value.

Having strong network would facilitate the above objective,

1. Yes, It is and I firmly  believe in this.  Also the members of the net-work should aspire for  win-all relationship.  The function of networking could performance as a team as well.

2. HOW: 

a. By professional networking in soft form (e.g. Linked IN, Facebook). 

b. Personal groups ( friends in  a community - people from different professional help each other; e.g.  a marketing professional can get leads from other fellow friends/colleagues within  geographical community. Further a business person/manager could obtain  pre-advise  from a legal professional within the same network of professionals.

c. Corporate Network : This basically stems from stakeholder management.  This includes (not limited to), Bankers, customers, vendors, legal advisors/consultants, employees, shareholders/investors, regulators. Many aspects of business can be managed smoothly by having a strong network with these parties.  As an example, corporates can negotiate better vendor pricing and extended credit terms, find alternate and competitive vendors, influence vendors for faster deliveries to meet customer deliveries.  At time as the finance manager I had to convince vendors not to discontinue deliveries when the company was in financial crunch for paying vendors on time. Things happen out of relationship!.    

There are a number of networks one can interact with. One has personal networks, professional networks and each network is to be used keeping in view its function and mandate. Although professional networks members can turn into personal friendship, it is best to develop, maintain and nurture contacts with professional networks. Also, keep in mind your employer  organisation's policies, objectives and business interests while networking. Sustainability is not exactly an element that comes up here, I am afraid.

Extremely important. However, not all companies are equally  PR savvy. PR management still has a long way to go despite the fact that it has made great strides in many parts of the Middle East.