In the PR world, doing our job well requires knowing our clients’ brands very well.

And that is why building lasting client relationships is a key part of what we do – so we can understand businesses and those who they are selling to.

Besides entering into an engagement for a contract of work – the best client relationships require careful management and are sustained and nurtured through regular and close communication, transparency and going the extra mile.

Especially during these difficult times of the COVID-19 pandemic, we must ensure that clients are well looked after, as businesses face some of the toughest times in the current economic climate.

We’ve compiled our fundamentals for keeping and looking after important client relationships, to make sure clients are content and working relationships are the best that they can be.

Gain trust

Client trust is vital in a good working relationship and this can be built through open communication, agreeing realistic goals and delivering campaigns with tangible, solid results. We work with our clients to communicate as often as possible so that we can be sure we are meeting their needs and they can be safe in the knowledge that they are being listened to and that our work is of value. Also, being on hand as often as needed is important to talk and guide clients through situations and opportunities that may arise, offering professional input and solutions.

Be transparent

There is no point promising the world and under-delivering, as this will only spike distrust in a working relationship. In terms of deliverables, these need to be carefully considered and agreed  upon following meetings, in which the identification of targets and business needs takes place. It’s always fine to discuss ideas and to say what will and won’t work for a client. Certain ideas may be potentially more risqué and ground breaking, which is also great as it’s important to keep ideas fresh, however – it’s important to proceed with caution when handling any and all plans to ensure the best interests of the client are at the heart of any strategy. Transparency is of total importance from an agency point of view, to ensure that you negotiate and understand plans of action, which will stop you from entering into any unresolvable situations.

Go the extra mile

Clients notice the cherries on top, and any PR agency worth its salt will go above and beyond to meet and exceed client expectations – offering advice and ideas for added value regularly. Whether it’s offering proactive opportunities for media interviews when a particular relevant new topic crops up, or ensuring your brand is a trendsetter in it’s industry with out of the box ideas that pave the way in terms of leadership – there are always plenty of opportunities for news to place and your brand to get noticed – so it’s always worth going the extra mile, and clients will remember.

Be flexible

From budget, to deliverables – every client is different and a one size fits all approach is never the best option to suit varying client needs. Sitting down with a client and getting under the skin of their needs is the best way to devise a strategy that is bespoke to them – which meets the needs, requirements and target audiences of their services and products.

Whatever direction your business is going in, communicating your brand is so important, contact Jennie Holland PR to find out how we can help you, and to find out how to get the best out of your PR agency, read more here.