When I started my career in public relations, I believed I needed to be available to address any and all client concerns 24/7. I quickly realized that apart from being a surefire path to burnout, this approach signified a foundational problem with my business: I hadn’t established clear communications strategies with my clients.
Without a communications strategy in place, the flow of information between a service provider and a client can be erratic and unpredictable. Both parties suffer as essential details fall through the cracks, mistakes are made, and trust erodes.
That’s why I now make it a priority to establish a client communications strategy at the beginning of every new engagement.
Establishing an Effective Client Communications Strategy
Client relationships thrive when there is clarity and structure, and it’s the service provider’s responsibility to provide that. From a client communications perspective, that means defining how and when to communicate so clients know what to expect.
Here are some of my strategies and learnings from over the years that you may be able to apply in your client communications.
Determining the best communications channels
I like to begin by asking clients which communication channel(s) they prefer—because everyone is different. What is the best way for me to reach you? Perhaps you appreciate an old-fashioned phone call. Or maybe email is better. Are you comfortable with virtual meetings, or should we gather in person monthly?
Scheduling regular check-ins
Many of my PR clients benefit from bi-weekly check-ins via telephone or Zoom. These structured meetings provide a space for us to review issues and opportunities on a regular basis. While it’s common for us to communicate via email between check-ins, both parties know to reserve non-urgent items for these scheduled times.
“Time is money” is an overused aphorism; however, I’m mindful of being as efficient as possible with clients to maximize their investments. When I can focus my undivided attention on a client for an uninterrupted hour every week or two, it’s a much better use of our time together than a more unpredictable communication approach would allow.
Respecting each other’s boundaries
Respecting one another’s boundaries is crucial in any healthy relationship, and business relationships are no different. Still, the nature of PR is that emergencies and crises will happen, and incredible opportunities will arise at a moment’s notice.
It’s not uncommon for a client to call me on a Saturday about a pressing issue or for me to reach out to a client on a weekend because I don’t want them to miss out on a last-minute opportunity. The important thing is that both parties know when—and when not—to do this.
I’m always willing to make time for a client in my off time because I know that if they’re reaching out on a Saturday, it must be important. If contacting me on the weekends becomes a regular occurrence, that’s a sign that I may need to revisit that particular client communications strategy and establish a better structure.
Effective Communication Powers Better Partnerships
Perhaps one of the most powerful byproducts of an effective communications strategy is that the client/service provider relationship becomes more of a partnership. This is especially important in an industry like PR.
PR professionals can easily slip into the role of “order takers” who respond to client directives and put on fires as needed. But there’s much more to a successful PR engagement than taking orders and putting out fires.
I’ve found that by establishing a solid client communications approach from the start of an engagement, I’m able to be a strategic partner rather than simply an order taker, and clients get much more from the relationship.
Is your client communications strategy in need of an overhaul? I’m here to help. Reach out to learn more about my corporate, client, and internal communications services.
