Global Client Relations











In Public Relations, you can easily find yourself working with clients located all over the globe. Whether they are in Europe, Asia, South America or elsewhere, effective communication is essential. Without that, the relationship can get rocky very quickly. Here are a few tips to help build client relations with your client wherever they are in the world:

  1. Knowing how and when they like to communicate: Whether it’s by email, phone, Skype, or text, every client has a preferred method they like to communicate with. Communicating by their preferred method will go a long way to building your relationship. Also, be sure to know the time difference involved with where you are and where your client is. For example, emailing a client in Asia something urgent at 3:00 P.M. in Miami is probably not the best idea considering it is 3:00 A.M. where they are.
  2. Constant Check-Ins: Without the ability to meet face to face, constantly checking in on your clients’ needs is crucial. Relaying the status of projects, media, interviews, briefings and any sensitivities as well as receiving feedback from the client is what makes a great relationship. There’s a saying in life, “happy wife, happy life.” In PR, we truly believe in the saying “happy client, happy life.”
  3. Clearly articulating goals: Clients come from all over the world and all have different goals and dreams for their company. Knowing what media outlets they want to be featured in, what their sales goals are and what messaging they want conveyed to the consumer are all examples of goals that both the client and agency need to be on the same page about. Sharing statistics and analytics with your client also helps to show their return on investment and track progress. It also keeps both the client and agency focused on the clients target goals.

Demos Do It – Keeping it Fresh on the Floor

CES Trade Show Demo

This isn’t your grandma’s “wear comfortable shoes and bring business cards” post about a tradeshow floor! We’ve been logging some miles around the country recently, and have watched two very distinct scenarios unfold. One is an engaging booth that always seems to be full, and the other is the group that puts forth an effort, but can’t hold an audience.

The cause of the breakdown seems simple, but so many often miss it due to siloed thinking, or an inability to listen to their audience. What separates an average booth from a great experience at a tradeshow is the how the demo is done. The exhibitor that has a great booth understands the product just as well as he or she understands the audience and accommodates them accordingly. By asking questions of the attendees and then showing how the product seamlessly fits into their lifestyle or activity will make a fan (and a new customer!) faster than any slick video reel or tradeshow giveaway. Even better, converting a naysayer into a fan by proving how the product can fit into their life is one of the strongest testimonials a brand can get from a show floor.

So, while you’re prepping for your next show, make sure you understand your audience as well as you understand your product and be ready to modify your demo accordingly. And, of course, wear comfortable shoes and bring business cards…

Key Ingredients for Lasting Client Relationships

On a daily basis, PR professionals spend their time cultivating relationships with media members to ensure their clients receive the best possible press for their products or services. Getting wrapped up in core PR activities can, at times, manage to get in the way of strengthening relationships with clients, relationships that go beyond the business. Providing exceptional results for your clients is what every PR professional hopes for, but how can you achieve this without knowing who your clients are outside of his/her email signature?

Sometimes, the smallest gestures can build a personal relationship with your client. These are a couple of ways to start connecting with your client:

1)      Conveying Your Excitement – Whether you are releasing a new product, or kicking off a new partnership with a client, it’s exciting! Some people can get mired in a “professional” mentality that can temper their enthusiasm. Avoid that at all costs! Your passion shows them that you are invested in their brand, and will demonstrate that you’re worthy of representing their brand to the media.

2)      Pick Up The Phone – Building relationships and getting to know someone takes time. Take a break from pecking at the keyboard, and get on the phone with your client to update them and share your latest developments. This is also a great opportunity to dig deeper into their businesses and ask them about their sales, web traffic, and new product ideas. You can also take this time to provide them with media feedback. This gives them a sense of media sentiment and often spurs ideas for improvements on existing products and new products. This will open up the line of communication, make future conversations more fluid, and your client won’t associate a phone call with bad news!

3)      Communication Sync – Another critical aspect is communicating with your client in their preferred way. Although most are accustomed to email and phone, some clients prefer to chat through text or Facebook. Once you’ve determined their preferred method of communication, you should take into consideration how they prefer to receive it. Some clients want concise reports of your progress, while others like to receive detailed accounts of all pertinent information. Everyone has a different communication style and finding which one works best for your client is key!

By taking the time to get to know your client, you and your colleagues can gain a better understanding of who your client is and the best possible way to represent their brand. Not only will you provide better service, but you will solidify your personal relationship, paving the way for a long and fruitful partnership.