“It’s All Just PR”

While many team leaders will agree in principle that building relationships with key stakeholders is a good idea, they really don't value it enough to put it into practice. As one team leader said to me, “It's all just PR.” Another team said it was just a matter of “schmoozing” with the bosses.

You can dress it up by calling it “networking” or “relationship management,” but nice sounding concepts don't make it any more acceptable or important for some team leaders. For them the team should be known and respected for the quality of their work; that should not require any “selling.” Even teams who have been told by outsiders that they are doing a good job at building these external relationships don't accept or value the praise.