the client conundrum
Post on 21-Oct-2014
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THE CLIENT CONUNDRUMPAUL WILKE
JANUARY 25, 2013
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HI. MY NAME IS PAUL...AND I’M A RECOVERING CLIENT
MY RAP SHEET
CRIMES: ACROSS INTERNATIONAL BORDERS (US AND ASIA PACIFIC)
VICTIMS INCLUDE: EDELMAN, FLEISHMAN, LEWIS PR, TQPR, TEXT 100 AND MANY MORE
CRIMES: PR REORG, IPO, TRYING TO INTEGRATE MARKETING & PR TEAMS
VICTIMS INCLUDE: MANY IN THE ROOM WHO SHALL REMAIN NAMELESS
Upright Position Communications www.uprightcomms.com2
BETTER UNDERSTANDING THE CLIENT
WHAT ARE THEIR HOT BUTTONS?
WHAT ARE THEY TRYING TO TELL YOU?
WHAT SHOULD YOU TELL THEM?
WHAT DON’T YOU KNOW THAT YOU SHOULD?
THE GOOD NEWS: IT’S MOSTLY COMMON SENSE
THE BAD NEWS: IT’S DIFFERENT FOR EVERY CLIENT
Upright Position Communications www.uprightcomms.com3
MAKE YOUR MAIN CONTACT LOOK GOOD
MAKING THEM LOOK GOOD IS DIFFERENT FROM DOING EVERYTHING HE OR SHE ASKS
READ THE SIGNS
PROVIDE INSIGHTFUL COUNSEL
LOOK FOR TIMELY WINS
GREAT REPORTING
THEIR DEADLINES RELY ON YOUR DEADLINES
UNDERSTANDING THE CREDIT GAME
Upright Position Communications www.uprightcomms.com4
EMBRACE THE JEDI MIND TRICK
Upright Position Communications www.uprightcomms.com5
YOUR PERSPECTIVE MATTERS
AVOID THE KOOL AID
KEEP AN EXTERNAL PERSPECTIVE WHILE UNDERSTANDING THE INTERNAL NEEDS
COUNSEL, STRATEGY, TACTICS, RESULTS
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KNOW WHICH HAT THE CLIENT IS WEARING TODAY
BUDGET
RESOURCES
GETTING IT DONE ON TIME
ALL HANDS ON DECK
INFORMATION
CONTENT
MEETING
Upright Position Communications www.uprightcomms.com7
VALUABLE TRAIT? EAR TO THE GROUND
UNDERSTAND THE RHYTHM OF THE CULTURE
SHARE YOUR RELATIONSHIPS
LISTEN TO YOUR CLIENT, LISTEN TO YOUR GUT
JOURNALIST KARMA
EXUDE EXPERTISE
SHARE YOUR PASSION
BE INDISPENSABLE
Upright Position Communications www.uprightcomms.com8
MEASURING RESULTS
FIND THE ‘WOW’ STAT
WHAT’S THE BOARDROOM TAKEAWAY
WHAT MATTERS TO THE CLIENT?
# OF PRESS RELEASES
# OF ARTICLES, TWEETS, MENTIONS
# OF MEETINGS
SHARE OF VOICE
Upright Position Communications www.uprightcomms.com
R
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WHAT CLIENTS THINKTHEY TALK ABOUT YOU
THEY ARE JUDGING YOU
THEY WILL DEFEND YOU
YOU ARE AN EASY SCAPEGOAT
THEY KNOW YOU’RE JUDGING & TALKING ABOUT THEM
SOME OF THE TEAM THEY LIKE, SOME THEY DON’T
EARLY IMPRESSIONS STICK
Upright Position Communications www.uprightcomms.com10
YOU ARE THEIR TEAM
YOU UNDERSTAND THEM BETTER THAN ANYONE THEY WORK WITH
BEWARE OF THE NICKEL AND DIME PHENOMENON
GET AND GIVE FEEDBACK
EMPATHIZE AND SYMPATHIZE
PERSONALITY IS AS IMPORTANT AS YOUR SKILLSET
BE READY FOR CHANGE IN ANY FORM
REMEMBER THIS: NO ONE LIKES THE AGENCY SELECTION PROCESS
Upright Position Communications www.uprightcomms.com11