An overview of the research and best practices for PR firms to use in earning and keeping client relationships for the long term. Prepared for the Central Michigan Chapter of the Public Relations Society of America.

1. Maximizing Your
Client/Agency Relationship
Prepared for the Central Michigan
Chapter of PRSA | June 10, 2014

2. • Business Development:
• Referrals to other clients.
• Access to other areas of expertise /
spheres of influence.
Why Client Relations (1)

3. • Increased Revenue
• Quality of Life
Why Client Relations (2)

4. We (PR Pros) are in a tough spot:
• People feel empowered to have an
opinion on our work.
• This is unlike other fields (i.e. Law).
• … Yet we often do not have access to
anyone within a client organization
except for leadership
The Environment

5. “[…] Agencies invest a significant
proportion of their resources developing
speculative presentations for NEW
accounts, but only a fraction to
speculating on the strength of current
relationships.”
The Environment
Doyle, P., Jens, M., and Michell, P.

6. Work/Relationship Three-Legged Stool
Robert Solomon, The Art of Client Service
RELATIONSHIP
GREAT WORKTRUST
which builds
which leads to
builds

7. The Research
• There is very little.
• Most focuses on Advertising.
• Much is dated.

8. The Research
AT THE BEGINNING:
The WORK is the most important aspect.
LATER ON:
The personal
RELATIONSHIP is the
most important aspect.

9. The Research
Why Clients PICK us and why
they STAY with us are two
different things.

10. Why
Clients
Leave
*Note the
Disparities
The SoDA Report, 2014

11. The Research
How is Performance Measured?
1. The Work.
2. The Results.
3. The Service.

12. What
Clients
Want
*Note the
Disparities
The SoDA Report, 2014

13. Strategies for Client Relations
1. Relationship-building.
2. Proactivity.
3. Pitching.
4. Timing.
5. Diversity.

14. Relationship-Building
• Do you match the enthusiasm of
your clients?
• Are your clients partial employees?
• How much of yourself do you reveal
to your clients?

15. Relationship-Building
• A lack of complaint ≠ satisfaction.
• Be watchful for the signs of
dissatisfaction.
• Clients: Do not be
afraid to speak up.

16. Proactivity
Do not fear assertiveness. Research
shows:
• It does not increase conflict.
• It improves creativity.
• It improves execution.

17. Proactivity
Comprised of three components:
Horizon
Expansion
Strategic
Reflection
Signaling

18. Proactivity (1)
Make the conversation larger than
single campaigns – think of the whole
relationship.
Horizon
Expansion

19. Proactivity (2)
Be prepared to constantly evolve and
offer new approaches.
Strategic
Reflection

20. Proactivity (3)
Show them you love them.
Signaling

21. Signaling
Gestures are important - just like a long-term
personal relationship:
• Proposing new ideas unprompted.
• Taking opportunities to interact
outside normal confines.
• Disagreeing (politely) when it
is called for.
[So important it needs another slide.]

22. Pitching
Clients do not have to take our suggestions.
• This is an opportunity to pitch (just like the
media).
• Pitching is an act of both Signaling and Horizon
Expansion.
• Do we pitch to our clients as much or as well as
we pitch the media (after we secure their business
initially)?

23. Pitching (Caution)
Avoid the appearance of selling by:
• Using externally-verifiable data.
• Placing in the context of the client business.
• Pitching regularly
GOAL: Be (1) Credible and (2) Sincere

24. Timing
• Regular points of contact are important.
• IRREGULAR points are more important.
WHY: Checking in at varying times
demonstrates that your contact is not purely
self-serving (Signaling).

25. Diversity
In your approach to client communication:
• The communication channels you use with
the client (formal vs. informal).
• Your ties to the client/agency (the people
within).

26. Tactics
Live the brand:
• Read their trades (both clients /
agencies) - and ask questions.
• Become a customer.
• Follow them on social media.

27. Tactics
Use Social Media:
• Create a shared board on
Pinterest and curate ideas
for your campaigns.
• Look for tweet chats related to your
industry to participate in together.

28. Tactics
Deepen understanding and have fun - before
a meeting do a thought exercise:
• Pick a couple of questions and have both the
client and the agency account people answer
them.
• Ex: Brand +“Game of Thrones”
• Need ideas?: www.tabletopics.com

29. Tactics
Change the Review Process:
Dr. Ashish Nanda: Conduct reviews through a
third party.
• Anonymity may allow clients to be more
candid.
• Set up by having the clients agree to
participating honestly and openly in the
review process (Signaling).

30. Tactics
You may do post-mortems, but what about
Exit Interviews?
(Exit interviews may also be more valuable if
conducted by a third party.)

33. @derekdevries
devriesblog.com
linkedin.com/in/derekdevries