There are two types of PR clients. Those who pay you to do your job, council when needed, and help promote growth. Then there are those clients who pay you to say their ideas are great, never challenge what isn't working, and sit and listen to them blab on about how great they are.....
The challenge in being kind lies with the second type of client. It is not your job to be kind to clients, although there is a way of saying certain things, but rather it is your responsibility to be honest and deliver the raw truth. Clients can become very upset when you do this. They may even drop you for a while. Don't give in and be kind. Instead, restate what you said. Mean what you say and say what you mean.
I had one client who was a celebrity. She thought things were not moving fast enough for her in the campaign. We had many prior branding challenges to deal with. Things weren't going to move fast and I told her this when the contract was signed. Two weeks in, she started to call me every day and complain. I had no choice but to not be kind and be honest. She fired me. She fired the next PR firm and then the one thereafter. A year later, she tried to hire me again. I declined the contract.
You want to work with clients who are ready and willing to hear the truth and to do whatever it takes to build their brand and promote growth. You don't want to work with clients who expect you to be the 'yes' man or women. This said, below are my tips for delivering blunt, unkind PR advice.
1. Don't be sorry... be about shine. Don't ever apologize to a client if you have nothing to apologize for. They may want to hear 'sorry' but this isn't something they are entitled to hear.
2. Back up your words with facts and data. It's hard for clients to blow off your points if you can back them up.
3. Have an exit strategy. If you know a client isn't willing to change, figure out how you are going to exit the relationship within the contract's terms.
Until next time,
Velma Trayham
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