Be open, ask tough questions to build successful PR client servicing

The only constants in life are death, taxes and change. Things do not always go according to plan, and that is okay. The most important thing is to keep the client updated and work closely together to adapt to change, writes PR practitioner Jacqueline Arnold.

Everything is fine until it is not. Do you really believe that? I do not.

In the public relations (PR) industry, as in life, there are always tell-tale signs when something is going wrong with a client account. We usually get a gut feel about it. It is the little nuances you cannot quite put your finger on, but you just know something is not right.

When this happens, we can either act on it or remain in denial. Some may think acting could turn confrontational, and those who are conflict-averse may prefer to bury their heads in the sand like the proverbial ostrich. As we know, that solves nothing.

In PR, client servicing often makes or breaks the client-consultancy relationship. It is the strategic process of managing, nurturing and maintaining long-term relationships between a consultancy and its clients.

It serves as the primary link between client needs and internal teams, ensuring satisfaction, retention and project success through proactive communication, troubleshooting and delivering value.

Successful PR client servicing includes, but is not limited to, the following:

Having clearly defined project targets and deliverables, with quantified measures of success.

Appointing one person to lead on both the consultancy and client sides. One person must make final decisions and take responsibility.

Continuously monitoring progress and regularly updating the client.

Holding regular work-in-progress meetings, at least fortnightly.

Nothing beats face-to-face communication. Meet the client in person as frequently as possible. It is the best way to build a relationship.

Asking the tough questions, discussing challenges and presenting options to the client.

Maintaining proper documentation. Much communication today happens via WhatsApp, but it is important to ensure there is an official trail, especially on important matters.

Being open, honest and professional, especially when things are not going according to plan.

The only constants in life are death, taxes and change. Things do not always go according to plan, and that is okay. The most important thing is to keep the client updated and work closely together to adapt to change.

And when the time comes to part ways with a client, do it professionally. No hard feelings – life is too short to take it personally. Take the lessons and move on.