In our haste to gain media visibility, we sometimes overlook Cooperative Extension's most important marketing resource--relationships with people! This is ironic since the backbone of our success is based on commitments made by volunteers, legislators, lay leaders, and our staff.

Educational organizations who wish to survive the competitive "shake out" period of the 1990s, will need more than media attention. Emerging marketing research indicates that heightened public awareness of the organization is only the first step in the marketing process.

Constructive relationships with select target audiences are more important to long-term marketing success than is Cooperative Extension acquiring widespread public awareness. Relationship marketing is the process of attracting, maintaining, and enhancing relationships with these key people. It is applicable to Cooperative Extension since funding is acquired from a small number of sources and on-going educational programs are targeted to specific audiences.

Relationship marketing is a five-part process which involves:

1.	Selecting a specific target audience.
2.	Identifying a specific message to deliver the target audience.
3.	Identifying obstacles or barriers that may hinder the delivery or positive reception of the messages.
4.	Delivering the message through high-touch, person-to-person communication to the target audience. The message may be delivered through one-to-one contact by staff or clientele or through involvement in educational meetings, volunteer experiences, or participation in Cooperative Extension programs or committees.
5.	Evaluating the effectiveness of the relationship marketing efforts. This can be accomplished through informal surveys. Cementing relationships with people who will influence Cooperative Extension's future is a critical component in the marketing process. Relationship marketing is the key to achieving commitment and loyalty from target audiences.