It’s a scenario familiar to anyone who works in public relations. You’ve spent weeks preparing a sophisticated PR plan and then, when they get in front of the cameras, your client opens their mouth and puts their foot right in it.
Think of this as the Boris Johnson Effect, a wild-card client with an ability to hit the headlines for all the wrong reasons.
Or then there’s the other kind of hard-to-handle account, where the company keeps coming up with news you know won’t stick at all.
Despite your best efforts to advise them otherwise, they insist on issuing press releases about mundane matters that have no chance of getting coverage.
There are dozens of variations on this theme and, despite all the knowledge about writing releases, managing social media accounts and preparing disaster plans, the stuff about handling clients is something you just have to pick up on the job.
So, if you’re looking for a PR post with s1jobs, here are some rules on client management worth showing off at your interview and implementing from day one in your new role.
Talk straight
If the client has a bad idea, let them know. Be firm with your advice and get it on record so that if they decide to push ahead anyway you’ve a trail of evidence that says: “Hey, I told you so!’
Under-promise, over-deliver
When estimating how much coverage a client will get, always err on the side of caution . . . then work like crazy to ensure they get much, much more.
Provide coaching
Is your client likely to go ‘off-message’ in front of reporters? Then prepare a script and rehearse it thoroughly with them. Explain where the danger areas lie and how to avoid them.
Take over their Twitter feed
Sometimes clients need to be told to step away from social media. It’s not just Presidents who can get a bit reckless – anyone with a passion for their business can overreact online.
Keep them busy
Prepare lots of creative ideas for your client to consider. Putting lots of effort into the account will reassure them you’re doing a good job and will stop them from feeling they’ve got to drive it forward themselves. They’ll learn to trust your opinion and will listen to your advice on profile and coverage.
Now take your own advice and for all the best PR and Marketing vacancies visit s1jobs.