Nakedi Phala reveals how PR firms can maintain a high rating when it comes to client satisfaction.
In order to keep a client beyond the standing contract, you need to ensure that you always go the extra mile to make them feel valued and appreciated.
PR is all about gaining trust rather than buying it. What this means is that you need to put your client liaison skills forward at all times!
Here are four ways to help you maintain a good relationship with clients:
1. Stay in regular touch with your client
Once you have roped a client in, it’s important to keep them in the loop about how things are going with their brand.
That is why communicating with them on a regular basis will keep them at ease. Lack of communication may result in the client making their own conclusions as to how you’re handling their PR affairs, and these assumptions may not always be positive. Therefore, let them know what’s happening before
they ask you any questions.
For example, if you’ve set up a three month contract with them, you could do a weekly update, just to keep your clients in the know of how things are going. Updates could include communicating about whether the budget is still sufficient or if there are publics being convinced of their brand’s products or services.
Essentially, making it a habit to speak with your clients will make them feel exclusive and looked after, which will keep them coming back for more!
2. Keep the relationship transparent
It’s important to always state what you can and cannot achieve for your clients. Why? Because claiming you can do certain things for them while knowing that you don’t have the right resources to meet their demands could leave you in a ditch.
Brands aren’t guinea pigs
. You can’t try and test various methods if you’re capable of rendering services that you aren’t experienced at. However, if you feel you’ve gotten as far as sealing a deal with a potential client, and you sense that their budget will allow your firm to try something it hasn’t done before, you may be able to negotiate this with the client or offer them pro bono. However, in doing so, remember to make it crystal clear that they are the first to receive this service.
A PR firm that operates on honest and open terms with its current and potential clients is less likely to find itself in unresolvable circumstances. Remember, whether things are going smooth or south, be transparent about all
3. Add a personal touch to the business venture
A personal touch is something you do that will make your clients choose you over and over again. It's all about doing those little things that put a smile on their face.
Offer them something that your competitor wouldn't, such a tailored service that meets the needs of their brand all round. Discuss things with your client, such as their vision for their brand and their expected results at the end of the venture.
Although some brands may trade the same services or products, this does not mean they reach those goals through the same channels. Therefore, you need to exchange ideas with your client to hear how they run their
brand. Only then can you create a strategy that works for them.
A one-size-fits-all approach can make potential clients feel as though they either can’t afford your services or you won’t be able to deliver on their brand’s goals. It’s vital to deal with every one of them as though they’re your only client and to take all their different needs into careful consideration.
4. Create an event just for them
Creating an event for loyal clients is important. How big the event will be will depend on your budget, but as long as you have all the important components that make up a great event, you can never go wrong. And let’s face it, as someone working in PR, this shouldn’t be hard to do at all!
An event where you invite all your clients as a token of thanks can make them feel highly appreciated and possibly change the minds of those who were on the edge of terminating their business venture.
At the event, you have the opportunity to reveal new ideas, future plans and what plans you have in place to improve your organisation, as well as their. This can ultimately convince clients that you’re
the PR firm to conduct business with!
Remember: it’s during events with a relaxed atmosphere that brand participants and your PR team get the opportunity to network and pick at each other's brains, so make the most of it! As a PR agency, how do you ensure that your clients remain satisfied at all times? Let us know in the comments section below.
In most situations, people find it challenging to differentiate between public relations and public affairs. There’s no time like the present to learn about the difference between these two terms. Learn more in our article, Public relations versus public affairs: Which one works better?