Successfully collaborating with clients is at the heart of a successful public relations campaign. A strong partnership between PR professionals and clients fosters stronger, long-term relationships, leading to more impactful and successful PR initiatives. In this blog post, we’ll explore the key steps to collaborating effectively and how it can help achieve outstanding results.
- Understanding Client Goals and Objectives – A public relations team must understand the client’s main objectives before proposing any media idea or opportunity. Impactful public relations campaigns are bottom-line focused rather than aiming for publicity for the sake of publicity. Understanding the client’s target audience and the message they want to convey is also vital in crafting a targeted media proposal. For example, if a college wants to highlight its participation in the local community and underscore its unique local partnerships to attract students, a seasoned PR team can share the experiences of local business owners with connections to the university. Leveraging these alumni stories in local and regional media can reach areas where prospective students are recruited. This approach highlights how proposed media opportunities can align with the client’s overarching communications strategy for a more impactful and cohesive campaign.
- Leveraging Client Expertise – Oftentimes, together with clients, PR teams determine who would be the best subject matter expert to position for the story. An idea may start with just one thought leader, but when a PR team and a client understand the full scope of the expertise available within an organization, creating a packaged story with multiple experts could further entice reporters and outlets.
- Establishing an Effective Communication and Feedback Loop – Once an interview or other opportunity is secured, it is essential to keep your client informed as coordination with the media occurs. Before an interview, determine with your client if the interviewee should receive spokesperson training or more general media guidance to help them prepare. Providing key information, such as expected questions, background on the interviewer, and publication, as well as clear logistical information helps give clients the confidence and knowledge to excel during an interview! For interviews, it can also be helpful to have a person on-site to support staffing the interview and provide any additional needed assets, context or follow-up.
- Measuring Success and Adjusting Strategies – When a PR team is developing a media approach, it is essential to know the clients’ bottom-line business goals. Similarly, when evaluating the success of media placements for a client, it’s essential to consider various metrics that help move the needle on such goals. If the goal is to highlight a new college development to generate enrollment, metrics such as audience reach and engagement help illustrate growth in brand visibility. Tracking key performance indicators can determine the effectiveness of strategies. Did this piece reach the target audience? Is this interview resonating with the community? Did this opportunity achieve the desired results? The answer to these questions will allow the public relations team to adjust for optimized future placements.
Client collaboration is essential to successful public relations endeavors. PR professionals can optimize strategies, achieve goals more effectively, and deliver outstanding results by fostering strong client partnerships. When seeking a PR partner, it’s essential to find a partner who understands your industry and takes a collaborative approach.
