A Guide to Navigating Client Relationships
Since diving into the wonderful world of PR, I’ve learned just how much I love agency life. The days are fast-paced, the variations of work are endless, and each project is new and exciting. Working within two PR agencies — shoutout to GrandPR and Piper & Gold Public Relations — over the past year and a half has challenged me and stretched my creativity in countless ways. However, agencies have their challenges, with one of them being client relationships.
While it’s fun to work with a variety of different organizations, this also means working with a variety of different personalities. Every client has their own quirks and preferences, so navigating each individual relationship can be difficult. The key is to find a process that works well for the both of you, and considering the following tips can help you get there.
Learn their work style
My current employer lives by the DiSC Styles Assessment, which divides people into four different working styles: dominance, influence, steadiness, and conscientiousness. Not only does each team member complete a DiSC quiz, we use the model to evaluate each of our clients as well. Some clients prefer to receive deliverables in a near-perfect state with clear next steps laid out. Others prefer to talk through tasks together, outlining next steps and processes before the deliverable is done. Knowing the professional personalities of each client can help you work with them more effectively and efficiently.
Image sourced from Bishop House Consulting.
Communicate, communicate, communicate
In my opinion, there’s no such thing as over-communicating. At an agency, dozens of projects are circulating at once and it can be easy for deliverables to get lost in translation if you’re not careful. This can cause frustration and confusion for the client. By prioritizing open communication, you’re ensuring that each deliverable is important and their needs are on your radar. Regular updates reassure the client that they’re a priority and affirm a strong relationship between the two of you.
Set boundaries
As a people pleaser myself, I often struggle with saying no. When you have a client who’s always asking for more or a passion project you love to do work for, it can be easy to overservice. To keep this from happening, make sure you’re setting boundaries with your clients early on. The best way to do this is by continually communicating your scope of work and standing your ground. When a client asks you to draft a social media post but you only provide media relations assistance, point that out. The more you say yes, the more you’ll be asked to do. A mutual understanding of and respect for each other’s roles makes for a healthier and happier client relationship.
Don’t be afraid to get (a little) personal
Your clients are people, too. In your next meeting, take a minute or two to chat before diving into business. Simply asking how everyone’s weekend went, or recounting your recent out of office time, can be a small way to break the ice and bridge a personal connection. While some clients are more comfortable with this than others, creating a more friendly atmosphere with your clients can be a great way to build a positive relationship with them.
At the end of the day, there’s no one way to build an amicable client relationship. Creating an environment where both parties are happy and understood is a constant battle, but a bit of patience, trust, communication, and active listening is a great step forward.
About Rebekah
Rebekah Banasik is a senior at GVSU majoring in advertising and public relations and minoring in writing. She is an account executive with GrandPR and is the Vice President of Public Relations for GVSU’s PRSSA chapter. She works as a student coordinator at Piper & Gold Public Relations. In her free time, she enjoys reading, being outdoors, and spending time with friends or family.