Starting a new PR engagement is exciting. The hours you put into winning the business and developing a strategy you’re confident will meet your client’s needs have paid off and you’re ready to start executing.
But before you start hammering out the press list and crafting messaging, there’s just one tiny detail casting an elephant-shaped shadow you should address – your client’s “ex.” Sorry to break it to you, but unless you’re working with a startup, odds are you’re not your client’s first PR firm. Clearly there were some issues or they wouldn’t be the newest addition to your roster, right? While you don’t need all the salacious details (although you have to admit you’re dying to hear them), you should at least have a high-level overview of previous partnerships. Here are some tips on what to ask and how to exorcise any lingering doubts.
1) Ask what went wrong
This is an obvious first step to understanding what the pain points were in the last partnership and more importantly, how to avoid them. During the initial conversation, it’s completely fair and within reason to ask potential new clients why they’re looking for a new PR firm. The clients’ explanation will also reveal a great deal about them. If their complaints sound unreasonable or petty, you may want to steer clear of working with them. I always appreciate when clients can provide specific instances and admit their own shortcomings. For example, I spoke to a marketing manager who cited a firm’s lack of follow-up on activities as a reason they parted ways. However, he noted that he also could have done a better job of providing information and communicating.
2) Find out their strengths
After you’ve learned about the missteps, ask what the firm did right. What were the big wins? Did they constantly flag newsjacking opportunities or provide stellar crisis support? You’ll quickly discover if your agency can produce similar results and gain insight into what the client values. You can use this feedback as motivation to find ways to improve as well. Maybe it’s building out activity reports by adding a quarter-by-quarter analysis or inserting detailed graphs that allow executives to easily see the ROI of their investment.
3) Follow through
For those who have had less than positive experiences with former PR teams, it’s important to establish a foundation of trust early on with these individuals. Simply put, say what you mean and do what you say. Clients need to know they can depend on you for candid counsel and to complete tasks on time. By consistently delivering high-quality work and following through on activities, you’ll be able to earn the confidence and respect of your contact.
4) Be patient
Remember that strong partnerships don’t happen overnight. It can take months or even years to be viewed as an irreplaceable extension of the communication team, rather than just the hired help. Try not to get frustrated or let your impatience show if a client is slow to come around; instead, focus on what you can do to demonstrate your steadfast commitment to the business.
Exhuming the ghosts of PR firms past can help put to rest any concerns a new client may have and pave the way for a fresh start. Discussing both the highs and lows will ensure mistakes aren’t repeated and successes are defined. As with any bad breakup, be prepared to show how you’re different (and better) and invest the time in the relationship.