PR as an industry is centered on communication, whether it’s between PR practitioners and the media, brands and the public, or some combination. However, in order for PR practitioners to strategically communicate on behalf of the brands they represent, there’s a foundational element in the PR and client relationship that must be established first: clear, effective communication. This is essential in building trust, loyalty, and the strong partnership necessary to achieve PR success. But, as many of you may already know all too well, it’s not as easy as it may seem to create this type of communication with PR clients.
We can help with some best practices for PR client communication that we’ve used to build lasting relationships with our own clients!
1. Be respectful of time.
Time is a valuable asset in PR for pretty much everything, from the timeliness of campaigns to responding to media to client communication. It’s an incredibly fast-paced industry, so it’s important to show how much you value your PR client’s time from the very beginning of your partnership.
It’s something small, but so infrequently done today, in general, that it can make a huge impact in the PR client relationship. Here are some simple, effective actions that we’ve put into practice.
- Be punctual. Arrive on time for meetings and calls.
- Be prepared. Set and share a clear agenda ahead of meetings and review any key talking points before signing on.
- Cut meeting times down as needed. If you find that 30-minute meetings are over and done within 15 minutes, compress meeting times. This helps free up time that could be spent on other things for both you and your clients.
In turn, if your client follows these same actions with you, let them know how much you appreciate that they value your time as well!
2. Set clear expectations.
PR is also a demanding industry. Not only are there so many moving parts with any campaign, but it’s not unheard of for clients to have expectations regarding timeframe or goals that may not be achievable, or even in their best interest. For example, your client may dream of being featured in The Wall Street Journal, but national media coverage might not be the most fruitful approach. As such, it’s important to set clear expectations with your clients from the beginning of your working relationship, and that may include some education as well. After all, they chose you for your PR expertise!
Establishing clear expectations provides both you and your clients with a specific roadmap to follow. These expectations should define measurable goals and ensure that everyone is aligned. This makes it so much easier to strategize and help prevent misunderstandings effectively.
3. Communicate transparently, even the bad news.
Transparent communication is another key to any good PR client relationship. This goes for both the good and bad news. Communicating transparently requires consistency, so be sure to schedule regular check-ins that align with everyone’s schedules, remain open to feedback, and be honest about the wins and the challenges.
PR campaigns may not always go as smoothly as we hope. From social media platforms’ ever-evolving algorithms that can impact a brand’s organic reach to media pitches not landing right, it’s essential to communicate with PR clients even when something has gone wrong. Be sure to offer potential solutions to the issues. This not only keeps clients in the loop but further establishes trust.
4. It’s all about collaboration.
Solid PR communication relies on collaboration. It ensures that you can work as effectively as possible—whether you’re handling a PR crisis situation, brainstorming new ideas, or, as mentioned above, educating on why one PR strategy might be better than another.
Collaboration requires transparent communication, defined goals, and the ability to adapt and innovate. By collaborating with your PR clients, you ensure that you’re able to understand their needs and develop targeted strategies unique to each client.
With these best practices in your PR client communication toolbox, you set yourself up to build successful relationships long-term. We’ve noticed the difference, and our clients have too!
Curious to learn more about how RPR works with clients to deliver results-driven PR strategies? Connect with us today!