On Day 5 of Navratri, we pay homage to Skandamata, the goddess of nurturing and care. She symbolizes the warmth, patience, and selflessness of a mother who selflessly nurtures her child with unconditional love. Her energy teaches us that true strength lies not just in power, but in the ability to care, support, and build meaningful relationships over time.
In the world public relations, this energy is invaluable, essential and not just symbolic. Especially when it comes to building and nurturing relationships with media, stakeholders, and audiences.
At the heart of every successful PR strategy lies a simple truth: people do business with people they trust. And trust is not built overnight. It grows slowly, like a plant that is watered with consistency, sun lighted with honesty, and protected with care. Too often, brands treat media and stakeholder engagement as transactional while reaching out only when they need coverage, support, or validation. But the most respected and trusted brands understand that relationships are not built in moments of need. Instead, they’re built in the quiet, consistent spaces of moments in between.
Devi Skandamata’s example reminds us that nurturing is a mindset, not a tactic. It’s about showing up with care, respect, and intention. Long before you need something in return.
At the core of this nurturing process is listening. Often, brands focus only on what they want to say, and forget to understand what others want to hear. Media, influencers, and audiences are not just channels -they are partners in your brand’s story. And like any meaningful relationship, these connections thrive on mutual respect, understanding, and consistent engagement. PR is not just about sending out press releases or chasing headlines. It’s about building trust. And trust is built on one conversation, one follow-up and one honest interaction at a time.
Here’s some of the common factors to know how to do it right:
– Be consistent, not just convenient – Don’t reach out only when you need a story covered or a quote shared. Stay in touch with journalists, influencers, and stakeholders even when there’s no ask.
– Listen more, speak less – Understand what matters to your audience and media contacts. Tailor your outreach to their interests, not just your agenda.
– Respect boundaries and time – A well-timed, thoughtful message will always outperform a rushed, impersonal one.
– Celebrate others – Acknowledge the work of journalists, influencers, and partners. A simple thank you or shared post can go a long way in building goodwill.
Skandamata didn’t become a symbol of care because of grand gestures. She is revered because of her consistent, gentle, and unwavering presence. Skandamata teaches us that nurturing is not a task. It’s a mindset. It’s the quiet and consistent effort that builds the strongest foundations. In the times when digital noise is louder than ever and attention spans are shorter than before, the brands that stand out are the ones that show up with care, not just when they need something, but always. That’s the kind of energy we should bring to our PR relationships. Because in the end, no brand becomes a household name on strategy alone. It’s the relationships that make the difference. Let’s lead with care. Let’s connect with purpose. Let’s nurture like a mother.
