media update’s Aisling McCarthy discusses some tips for PRs, ensuring that they are on the same page as their clients when it comes to PR expectations.

1. Honesty is the best policy

All relationships are built on trust, especially when it comes to the relationship between a PR agency and their client.

Franco D’Onofrio, public relations consultant at Twiga Communications, says that clients should be viewed as partners and that honesty is the basis of any successful partnership.
“In order to ensure that we deliver the best service possible, honesty is non-negotiable.”

Honesty goes a long way, even when that means telling your clients an unpleasant truth. As tempting as it can be to say anything to please your clients, it is important to remember that not telling them the truth will only lead to false hopes and they will end up being disappointed with you.

Nicola Tarr, consultant at Tribeca PR, says that honesty is imperative to ensure a good relationship with the client.

“Having open communication is fundamental to the relationship you will have with the client … At the end of the day, we’re all on the same [team].”

Avoiding a tough conversation with clients is sometimes impossible, says Rachel Irvine, CEO of Irvine Partners, especially if the client’s idea is a non-starter.

“Either you have it at the beginning when you’re being briefed or at the end when you’re being fired for disastrous results. The former is always more attractive than the latter, and most clients value professional councel.”

2. The under-promising and over-delivering strategy

Writing for HubSpot, Jami Oetting suggests that under-promising and over-delivering is a good strategy.

“Give your team some cushion for the unexpected, and then deliver ahead of time. If you miss a deadline because you agreed to an unrealistic deadline, then all the trust you’ve built up will quickly be forgotten.”

However, this may not always be the best strategy. Samantha Watt, founder of Ginja Ninja PR, says that it isn’t necessarily a terrible strategy, but that your focus should be on the delivery.

“I have come to understand that delivery at all is quite something nowadays. I will never over-promise, so it’s not a bad strategy. Just make sure you deliver.”

Although over-promising is a clear problem, the answer may not necessarily be to under-promise. Many clients may be disappointed with what you have (under-)promised, and may take up a contract with another PR firm with a more aggressive plan. Irvine suggests that again, honesty is the best policy and that you should promise on what you know you can deliver.

“Be open, honest, and realistic. If clients think you are lowballing them on what is achievable, that could impact the trust relationship you have with them.”

3. Communication is key

Working in the PR industry means being almost always available to your clients. Through constantly communicating with them, you are to let them know about any changes or developments with regards to their coverage or campaign.

Tarr says that open communication between the PR and the client assists in building trust.

“Open communication with clients during a project is critical. Providing regular updates is what will settle clients so that they feel like they know what is happening, and that they aren’t left in the dark.”

Constant communication with the client is vital, says Watt.

“Parameters might change or issues may arise. I find that client expectations are better or easier to handle if you communicate all the time. If you don't, assumptions are made – and that never bodes well.”

D’Onofrio agrees that communication is vital, however, he suggests that it is not necessary to update clients with information that has no value, nor should you be advising them of every single step you take.

“You need to find the necessary balance between what is important (to the client) and what is not. You can overwhelm your client if you’re providing too much unnecessary information.”

4. Ensure everyone is on the same page

From the get-go, it is necessary to ensure that everyone is on the same page concerning the desired outcomes of the service. Irvine says that to skip this step will only harm your company.

“Get it in writing, and don’t allow for vague briefs. It’s your business that will suffer.”

Tarr says that the client’s objectives need to be openly discussed and debated so that both parties know what is expected of them.

“Most client relationships fail because of the assumed expectations. It’s important that the agency is realistic in what can be delivered and what campaigns will garner the best results.
Gone are the days of doing something for the sake of it. PR needs to deliver hard business results, and if you can’t, clients will move on to an agency that will.”

Clearly setting out what is expected at the start will ensure that a good partnership is built between the client and the PR, says Watt.

D’Onofrio adds that it is also critical to define what the client sees as ‘successes’.

“Defined criteria for success need to be set (and how that success is measured) in order to ensure that everyone is on the same page from the start. Without this, the chances of a dispute somewhere along the lines are heightened.”

5. Be the professional

Often, clients may feel that they know their product/service better than you do, and they have ideas of how and what you should be doing, as the PR. It is vital that you step up and be the professional in this situation, even if that means telling the client something they do not want to hear.

Although it can be difficult to do, Watt says it is necessary for building a relationship based on mutual respect.

“It can be tough. The bigger clients are tougher. If you build a partnership based on trust, then you will eventually earn that respect. Don't demand or expect it. Work at it. I have had many clients who are either new to PR or have had a bad experience. They need time to learn, adjust, and become comfortable with the science that is PR.”

Generally, the barrier that hinders PR professionals is a lack of understanding by the clients, says Tarr.

“Unpacking the role of PR, how it works, and how best to achieve the desired results is an important exercise. Each agency works differently, too. So for those clients that might be used to a certain way, having a session on how you work is beneficial in making sure everyone is on the same page.”

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A PR professional is hired because of their expertise, but often, clients feel they can do a better job on their own – with detrimental results. Read more in our article, PR advice: Why you should take it.