Great communication is imperative for client relationships. In the PR industry, the frequency and quality of your communication can make a huge difference when it comes to client satisfaction. Poor communication or lack of communication can damage a client project or relationship.
Below are some communication tips on how to best service PR clients:
- Respond in a timely manner—All clients should feel important and that their emails are worthy of your attention. Most PR professionals juggle several clients, but it’s important to respond to emails and phone calls in a prompt and timely manner. Even if it’s a simple note to say, “I got it,” or “I’m happy to look into this for you and get back to you shortly.” Saying something is better than radio silence for any extended amount of time.
- Provide frequent updates—Whether you are working on a specific event, press conference or media pitch, make sure to provide your client with frequent updates. These don’t need to be more than a few sentences, but you need to ensure your client knows the work you are doing and the results of your efforts.
- Establish a friendly and approachable rapport—Your clients don’t need to be your best friends; however, it’s important to be friendly in communication exchanges. As you and your client work more frequently together, you’ll be able to gauge when it’s an appropriate time to make a small joke or discuss something that isn’t necessarily related to business. While it’s great to be approachable and warm in communicating with your client, it’s still important to remain professional at all times.
- Follow up on important subjects without being pushy—Our clients are very busy people. It’s important to do as much work as possible without having to ask your client for help or extra effort on their part. Of course there are times when you need your client’s expertise and insights on various projects, but you should always try to consolidate several questions or issues into one email to respect the client’s time.
- Stay organized—It’s important to keep projects and meetings on track. One way to assist in this process is to send your clients calendar invitations for upcoming meetings, conference calls, etc. It’s equally important to confirm with all parties prior to the meeting or call.
Effective communication can be the key to excellent client service. At the end of the day, I always try to put myself in my client’s shoes and think about the type of information I would want to receive and how I would like it delivered.
-Lindsay Ketchum
Director, Elizabeth Christian Public Relations
