Nakedi Phala dissects some of the expectations that clients have of the campaigns propelled by PR firms.
As a PR agency, you need to go all
out to ensure that your client is happy with the work that you do for them and that their campaigns always come out on top!
You need to offer proactive services, always.
When your patrons pick up on poor work, most will speak about it online, whereas only few may be discreet about it.
It’s important to note that it is not likely that people who utilise your services will keep quiet in the hopes that you will up your game and deliver the desired results in their PR campaigns. With that in mind, let’s look at what brands really want from a PR agency:
1. Clients want value for their money
Clients are the reason that your PR firm is in operation because they pay for your services. Without them, business suffers. So, you need
to offer them value.
Clients expect you to go all out for them and to deliver beyond what’s in the scope. They want to be offered a ‘different’ offering from your other clients and their brands’ competitors. For example, what would make a client’s event exclusive? Well, it could be inviting an unanticipated guest to an event because it will create an exciting atmosphere.
Doing this will prove to the client that you go above and beyond to ensure that every cent they paid to your PR agency is worth it. And, it shows that you’re not just another cliche PR company that does the same thing over and over
Ultimately, clients will want you to offer them what they didn’t know they needed.
2. They would like in-depth knowledge about their brand
Research and communication are ideal for understanding the client’s brand. Something that, at times, frustrates the client is when there’s a lack of understanding of their brand’s objectives.
It might sound like a lot of work, conducting research on all
of your clients’ brands. But, in-depth knowledge about these brands will surely impress them. Not only will your agency leave a mark on its patrons, but the research you’ve done will also equip you with the knowledge you need so that you know for sure what to do and what not
to do regarding your PR strategies.
When looking at your strategies after gathering these insights, it’s important to communicate with your client and let them know what in-house insight you have for them that could elevate their brand.
3. Clients want a winning PR strategy
Clients want solutions that drive results. Whether you approached them first or vice versa, at the end of the day, they want to hear you say that it all went well. And where there were challenges, you took initiative, made a plan and everything was ultimately a success.
As Coca-Cola’s Michele Williamson said in a PR article, “I want a PR team that hates to lose.”
What the client really wants is to work with a positive PR team. This is because even where there is a problem, the PR team strives to find a loophole to create success. So, always aim to turn a crisis into an opportunity.
For example, if your PR firm is given the task of dealing with a PR crisis, be optimistic and strategic; do not only address the crisis at hand but create a strategy packed
with solutions that will help your client get out of the mud swiftly now and
in the future.
4. They want up to date media contacts with great reach
The media industry is forever evolving and, with new publications and channels making their way into the industry, clients want to be featured there, and it’s your job to make sure they’re being showcased in articles whose publications have a large and relevant audience.
So, how do you get featured by these companies? By finding the right contacts, of course! And, as a proactive
PR agency, you should update your contact list at least
once a month. Why? Because some contact numbers and emails are deactivated as some journalists and publishers switch jobs.
You also need to take the time to update your contact list to see which media houses will best serve your clients and their audiences. For example, if your patron is a politician, it would be ideal to send presses and information to a media house that deals with current affairs.
Additionally, if your client is a vehicle brand, it would be ideal to forward them to publishers that have a knack for cars, such cars.co.za
As a PR agency, you should strive to go the extra mile for your client, as it goes a long way in building a fruitful relationship. What would you consider as going the extra mile for your client? Let us know in the comments section below.
A career in PR is about so much more than just making sure that your client maintains a positive reputation. To learn more about what keeps these professionals going, check out these, Four reasons to fall in love with a career in PR.