PR is a relationship-driven industry. As such, mastering client relations is central to a successful career in PR – especially in an agency setting. A critical component of client relations is understanding and managing expectations.
Outlined below are five tips for managing client expectations.
No. 1: Ask Specific Questions
Good questions consider the future. They aim to draw out the information necessary to understand what’s needed to accomplish a task. One best practice is to develop and outline questions before a meeting with a client. This way, you can think critically about whether the questions will home in on the information you need most or if you need to make any adjustments.
For example, you want to ask questions such as:
Use a mix of yes/no and open-ended questions. Using a mix of question types can provide a balance between efficiency and thoroughness and can allow you to gather both broad and specific information. For example, you might use yes/no questions to quickly gather basic information about a person’s background or experience, and then use open-ended questions to explore those topics in more depth.
Also, since you don’t always want to influence the client’s response, it’s important to use neutral wording to encourage an honest answer. The more you can learn about a client’s expectations, the business and its needs, the better you can anticipate expectations in the future.
No. 2: Listen and Recap Takeaways
As you ask questions, listen carefully to what the client is telling you. If you’re on a virtual call, ask if you can hit record, so your attention is on active listening, rather than taking notes. If you’re in person, determine and designate a specific participant to take notes or record the proceedings.
Repeat back to the client what you’re hearing during your discussion. This might sound like, “What I’m hearing is XYZ. Is that accurate?” or “Based on what you’ve shared, I envision our next steps will be ABC. Do you agree?”
It’s also vital to send a written recap of the discussion to the client after the meeting. Be specific on who owns which action items and expected deadlines. Active listening and recapping discussions are great ways to alleviate redundancies, create alignment and secure optimal results.
No. 3: Establish Timelines and Deadlines
Many professionals understandably relate to the motivation deadlines provide, which generally helps ensure projects stay on track and within budget.
By outlining clear timelines and deadlines you provide your client a clear grasp and vision of how you plan to meet goals and objectives. When necessary, be specific about what roadblocks might crop up, their potential impact, and how your team plans to overcome them to keep the project on track. Provide updates on the project’s progress regularly, as agreed upon at the start of the project.
If you anticipate you won’t meet a deadline, communicate that to the client as early as possible. Be transparent about the cause of the delay, if appropriate – but be careful not to make excuses. Ensure you communicate the new deadline clearly and ask if they have any concerns with the adjusted timeline.
No. 4: Outline Anticipated Results
Anticipated results are central to managing client expectations. As previously mentioned, ask questions about what results would make the campaign successful for the client. Is it coverage in a specific publication? A particular number of articles? The presence of key messages in a write-up? An increase in share of voice or positive sentiment over time?
This understanding informs your strategies and tactics and how you forecast anticipated results in advance of a project. Having advance notice of expected results beforehand gives the client time to react, ask questions and adjust expectations if needed. It also ensures the teams are aligned on what’s realistically achievable.
No. 5: Measure and Report on Actual Results
Clear, measurable goals ensure that PR strategies are effective. In a professional world that is increasingly focused on data-driven outcomes, it’s vital to track results. You might share them via a written report about a specific project, in a weekly, monthly or quarterly status report, or verbally in a meeting. Ultimately, aim to answer the direct questions, “Did we meet or exceed the client’s expectations? Why or why not?”
How you share results should align with what your client has stated works best for them. Your client will likely be reporting PR results to their superiors/colleagues, so it’s essential you recap results in a way that dovetails nicely with the reports they will share internally.
Managing client expectations is not always easy but establishing a clear picture of what your clients truly value is the key to building a long-lasting and impactful relationship.
Tags: Best Practices, Client Relations, Clients, Communique PR, PR, Public relations Filed under: COMMUNIQUÉ PR, Education, Execution, Experience, Monitor and Measure, Planning, PUBLIC RELATIONS, Strategy