by Account Director, Rebecca Morris
Our clients are the heart of our business, and they make coming to work everyday worth it.
The team can agree that we are blessed with the most wonderful clients – clients who we can laugh and create with, who can reminisce about old successes, challenges and events, and look to the future to say, ‘what’s next’?
In PR and communications, success and value hinges on strong relationships and while delivering results is crucial for us – it’s the human connection, trust, collaboration and empathy that sustains partnerships over time.
Put basically, there are things we swear by in terms of fostering and maintaining optimal relationships, and here they are:
- Clear, human-centered communication
Communication should feel consistent, helpful and personal. Take time to ask about and understand communication preferences and get to understand the personalities, passions and pressures. Do clients prefer certain times to talk? Are they better on WhatsApp, a phone call or a regular Teams in the diary? A thoughtful follow-up, quick check-in and consistency can go a long way to fostering genuine connections and relationships.
- Be proactive and personable
Offering forward-thinking strategies shows professionalism, but this can only go so far in building relationships. Empathy and understanding are what will really help when building trust, and that is one of the most valuable things you can have with your client. Whether anticipating challenges or suggesting new ideas, ensure your approach is rooted in your client’s real-world context and the more you learn about them, the better that understanding will be.
- Energise
While clients expect deliverables, they also rely on you to support and energise ideas to ensure you collaborate for a positive outcome – it could be a new campaign idea, reactive comment or event session – you are there to bring deliverables to life and it’s this positive energy and interaction that makes you stand out from the rest in the world of communications.
- Build relationships beyond the brief
Building wider relationships is the most fulfilling part of being client-facing and there is nothing more satisfying than celebrating wins together, seeing progress happen and celebrating Christmas together. Ask how clients are, remember the small touches matter and it will make all the difference to everyone involved.
- Navigate challenges with empathy
Tough conversations are part and parcel of communications so it’s best to approach with honesty, emotional intelligence and most importantly – empathy. Alongside focusing on solutions, taking ownership of issues while listening and showing understanding is going to help work through a choppy situation, turning a difficult decision into a defining one.
It’s important that we never underestimate the power of showing up as a person first, and a professional second in communications and we believe this is the key to cultivating a thriving partnership. If you’re looking to discuss your PR and communications strategy, let us know – we’d love to get to know you.
ENDS