How to keep your PR clients hooked for years
Consistent, trusted clients are the lifeline of any freelancer or consultant! One of the best things about being an indie pro in the PR world is that the best communications strategies are months, and even years, in the making. That means, once you’ve earned the trust of a client, they’re more likely to want to keep you around. Nailing down 1-2 of these gems provides a nice, steady foundation for your cash flow.
Here are 5 steps for making your clients fall in love, and stay in love:
Discover your niche. As we cover in Module 2 of “PR Pro 101: The Art of Solopreneurship,” identifying your personal brand as a PR pro and working with clients that reflect your passions and values will help keep you motivated and enthusiastic about your work. You’re also more likely to have the right kind of network to support your clients’ needs, as well as to attract new clients.
Seek out early stage startups (Seed Round or Series A). Earlier stage clients may have smaller budgets, but you’ll have the opportunity to support their growth over time. This also means you’ll help develop the voice, messaging and press identity of the client, making you an indispensable part of the team!
Deliver. This should go without saying, but clients will keep you around if you consistently meet your KPIs (Key Performance Indicators) and/or are getting them the type of media placements and brand recognition they hired you for.
Honesty & transparency. This goes a long way in developing trust. If you don’t think a story they have in mind will work, nicely but firmly (you’re the expert, after all) let them know why, and suggest some alternatives. Likewise, if you’re not getting the traction you expected on a pitch, be open about it with your client. Together you can brainstorm solutions. Don’t just disappear, or avoid challenging conversations. Clients would rather hear bad news than no news.
Authentic connection. Never underestimate the power of being a true joy to work with! When working at large PR agencies or in-house corporate communications roles, there can be a bit of pressure to follow the template “agency speak” when interacting with clients. That might still work best for some clients, but for many startups and modern organizations, a more friendly — let’s say “business casual” — demeanor with personality and positive energy helps to break down walls and builds lasting trust… for both of you!
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