Business Acumen in PR: How to Get to Know Clients in a Fast-Paced Agency
Many Public Relations (PR) students will go into a public relations agency as part of their career; however, working in such an industry is often so fast-paced that it becomes increasingly difficult to practice proper business acumen. Good PR practices typically mean conducting campaigns and projects in a way that is personalized to each client. However, in an agency, clients can be vastly diverse, making it harder to gain the in-depth knowledge needed to share proper recommendations and conduct successful campaigns.
To address this challenge, young PR professionals must develop a strategic approach to applying business acumen in their practices. In this blog, we’ll explore how business acumen forms the foundation of effective, tailored client communications and strengthens brand cohesion. With insights from G Bradley Back, a leading Grand Valley (GV) Public Relations professor, and an established PR professional, we’ll clarify these techniques for GV’s emerging PR talent.
Approaching Clients and Understanding Client Objectives
The first step in the campaign is getting to know the client and their overall goals. In using proper business acumen practices, it is integral that a professional conducts research about a client's industry before making recommendations, as overly generalized approaches often lead to ineffective and impersonal techniques that lack the precision needed to make a real impact.
“Don’t wait to meet them [the client]!”, Back says. “Do your homework prior to your first meeting—check LinkedIn and learn about their role, experience, and what others say about them. Do you share common interests? Schools, organizations, etc?”
Furthermore, in Back’s tip to excelling, he shares “I always tried to connect with them [the client] before our first meeting with an email to pave the way. In that first meeting, I worked hard to listen to them mostly; it’s not about me, it's about them and their business, what works, what doesn’t, challenges in the marketplace, and then objectives—what are they out to accomplish—what are the metrics and r.o.i? What will define success?”
Understanding a Client’s Industry and Using It for Project Outcomes
After meeting with the client, and getting that initial download, you must spend some time understanding them and their industry.
“If you don’t understand your client’s industry or business model you will surely recommend things they can’t do. And then you lose credibility. It’s that simple.”, Back explains.
Reputation is fickle, especially among those working in a public-facing industry. In Back’s explanation of strengthening client relationships, he expressed “The only way to build a successful client relationship is to continually demonstrate your knowledge and interest in their business—and you understand how it operates to be successful and profitable. You can’t think “outside of the box” if you don’t understand first what’s in the box”.
Immersing yourself in an industry, even if it is only temporary, is important in understanding the limitations and the true reach of a campaign. In order to do so, conduct research online, talk with the other professionals at a client company, learn a company’s strengths and weaknesses in its field, attend a webinar, look into other well-known industry professionals, and so on.
You don’t necessarily have to submerge yourself into each client you have, but as Back explained, knowing the “box” a client’s business operates within allows you to think outside of it–strategically–with innovative ideas that fit within their industry’s realistic constraints and opportunities.
Taking Feedback and Turning it Into Actionable Insights
You’ve done the research, met the client, and started planning your campaign –and now it’s time to present your ideas. In this process, you’re bound to face feedback, whether positive or constructive. As emerging PR professionals you may think that you know what is best and realistic for your client, and maybe you do… but it is important to have an eye for detail in taking feedback as this will lead to stronger chances of doing well.
“Try not to take feedback personally—it can be hard because you (like your client) are heavily invested in the project, but again, keep emotion out of the conversation. Listen, stay curious, and go deeper to better understand and perhaps get to the real crux of the matter, and respond thoughtfully based on facts and solid rationale,” Back remarks.
Back suggests asking questions like “Was it the creative brief that both sides agreed to, wrong? What changed?”. In this process, it becomes easier to understand that “new people may be providing input or are new in the approval process. Client relationships get stronger when your client senses you believe in their project and you represent them through your knowledge, expertise, integrity, and respect.”
Conveying Complex Ideas and Making Communication Strategic
Explaining your work, especially in PR, can often be an intricate endeavor, where you have to limit your language and outcomes to keep both the client and the agency you work for in mind.
Additionally, it may be hard to truly explain the in-depth knowledge of technology and strategies you have. Your final pitch should act as the bridge of communication between you and your client, which ultimately cements what you are doing and why you are doing it.
As Back put “Speak less, listen more. That goes a long way to understanding client communication styles. The best practice I ever knew to effectively convey complex ideas was two-fold: for myself, present ideas with solid facts, rationale, and metrics,”.
One of the many challenges one might face in the agency is using statistics and research findings to prove how and why tactics work. As emerging PR professionals we know particular methods work, but for clients who aren’t as exposed to our industry, explaining everything with logical reasoning helps to give validity. This may go beyond just research, rather finding things like case studies, and even bringing in a specialist to help give your points a strong foundation.
Back says, “ I would never pretend to be an expert at everything—therefore if there was a complex idea/program to be presented to a client, I would identify the best expert I worked with and bring them in,”
“For example, if CRM or data-based programs were to be recommended, I would try to bring in someone from our team with that expertise. I learned early on that the role of a good account leader is not to know everything, but rather to know when to open the door and connect experts to our clients. That way everyone wins”, Back comments.
Building Long-Term Relationships and Staying Ahead
Your relationship with a client doesn’t end when a campaign is done; it is a continuous line of communication and an opportunity to show your passion for the work you are conducting. In making that relationship strong you are showing that you are invested in their long-term success, making you not just a vendor, but rather a trusted partner.
Back shines the light on the benefits of this by saying “Add value every day. Know their business and bring new ideas and ways of thinking to them. Pass interesting articles to them, perhaps with implications for their business. Often clients enjoy working with agency people because we are allowed to think outside of what may be a more narrow view within the walls of their organization. From my perspective, adding value means continually staying slightly ahead of our client’s needs.”
Remaining Client Focused and Being Consistent
For emerging PR professionals, building a foundation in business acumen is essential for thriving, not only in an agency but in all aspects of professional life. The strategies discussed here highlight how intentional and strategic client-centric practices lay the groundwork for successful PR impacts. Prioritize industry knowledge, be open to feedback, add value, and become an indispensable partner.
Kaitlyn is a senior majoring in Public Relations and Advertising. After spending a semester as a member of PRSSA, Kaitlyn wanted to continue her PR journey at Grand Valley with GrandPR as an Account Associate. Kaitlyn spent the summer doing an internship in Dublin, Ireland, where she worked as a public relations assistant for Buck&Hound. After graduation, she hopes to further her work in agency-style PR in the East Michigan area.