Nearly all positive relationships, whether personal or professional, rely on the same basic principles for success. For anyone with a personal friend, the principles for establishing relationships with opinion leaders should seem fairly natural and intuitive. However, public affairs councils should keep in mind that there are also some fundamental differences between personal relationships and the largely professional and secular working relationships that are formed with opinion leaders. (See Working Relationships vs. Personal Relationships.)

While many of these principles may seem basic, public affairs councils and priesthood leaders should carefully consider how they apply to relationships formed with specific opinion leaders.

1. Relationships are formed between individuals, not institutions. It is not the Church that is looking for a relationship with a government office, academic institution, or media outlet. Rather, individuals representing the Church are looking for a working relationship with individuals representing these organizations.
   
   
2. Relationships demand that there be some common interests between the parties in the relationship. Finding common topics of interest creates opportunities for conversation, understanding, and mutual appreciation and respect.
   
   
3. To endure, relationships must be mutually beneficial and fulfilling. Both parties must benefit from the relationship. Relationships where one party consistently asks for favors or assistance without providing some benefit in return do not endure over time.
   
   
4. True relationships are sincere, natural, and voluntary. Real relationships are not forced but develop on their own as individuals are drawn to one another and personal attributes quickly overshadow professional or institutional affiliations.
   
   
5. Parties in a relationship enjoy an environment of mutual respect and fulfilling dialogue. Moving from mere acquaintances to a true relationship occurs naturally when parties treat each other with respect and engage in dialogue that is interesting and satisfying.
   
   
6. Relationships require ongoing maintenance and nurturing to endure and grow. Neglected relationships quickly go cold. Professional working relationships, especially, require varied forms of repeat contact to remain vibrant and productive.

Working Relationships vs. Personal Relationships

A productive relationship, one that benefits the Church, does not have to be personal in nature. In fact, some opinion leaders might consider it inappropriate for an official representative of the Church to try and forge a personal relationship. This is not to say that some working relationships formed on behalf of the Church won’t eventually evolve to become personal relationships—it is almost certain that they will and will prove beneficial to the Church and the individuals involved. However, this is not the type of relationship that public affairs council members should be primarily working towards and it’s important that they understand what constitutes a working relationship.

Relationships with Opinion Leaders Are Essentially Professional or Secular in Nature

Relationships with opinion leaders are generally founded on a professional or secular basis, rather than on a personal understanding of one another. Relationships may grow to become personal but must develop in ways and settings that are natural and familiar to the opinion leader. For example, professional government, business, and academic leaders are accustomed to receiving professional correspondence, formal invitations, and scheduled visitors. In some countries, a formal introduction by an individual already acquainted with the opinion leader is expected. At other times, opinion leaders would expect to be approached only by a person that they consider to be their professional or academic peer.

Bypassing expected formalities and protocol, especially on an initial approach, will almost certainly result in failure. At the very least, a willful disregard for professional or cultural protocol would reflect poorly on the Church. Public affairs councils should be well versed in the details of what is appropriate to ensure that outreach efforts are effective.

Relationships with Opinion Leaders Must Respect Their Secular Position

Opinion leaders may be personally spiritual, but their influence generally stems from the secular position they occupy in government, academia, business, or the media. The approach of the public affairs council must not assume that opinion leaders will be sympathetic to or influenced by Church doctrine or practices, but rather must appeal to their secular position.

Experience has shown that opinion leaders are generally impressed by Church activities that can be measured by secular standards. Examples may include descriptions of disaster relief provided by the Church, service rendered by Church members, and secular accomplishments by Church members. Once familiarized with the Church’s activities, opinion leaders may be more receptive to appropriate explanations of gospel doctrine, but the opinion leader should generally initiate the discussion.