The year is gradually winding down. Some clients are at the peak of their activities, and some are shutting down awaiting the holiday! Whichever is yours, keep giving it your best shot!

Today’s title is very interesting. Everybody loves a new bride. However, the bride can be substituted with a prospective client, customer, or consumer. It depends on the industry for which you are providing service.

As a PR Consultant, after many rigorous weeks of trying to convince a prospect during a pitch that you are the best agency to work with, when the agency is announced as the partner, everybody will rejoice and give their best to ensure that the client agrees that they have made the right decision.

In fact, there are times when a new bride is given much attention at the detriment of others who are assumed to be on ‘autorun’. The situation becomes worse if the new client has a deep pocket, willing to spend any amount on campaign ideas from the agency.

Despite having a new client, the agency must be cautious because its existence depends on its clientele. Once the client does not see the value addition, the problem sets in, and this could gradually lead to the end of the relationship with you and an RFP/ Call for a Pitch could be sent out at any time. Always have it at the back of your mind that the most difficult part of agency work is not attracting clients by retaining them.

In reality, we might not be able to dedicate the same number of hours to various clients, but we should ensure that we are in touch with them. Someone once said, “You are as good as the last time your client heard from you.” You need to keep thinking for the client, thereby ensuring that they know that you are watching their back.

When there is a newsjacking opportunity, let them know; if they had a courtesy visit and did not engage the agency, salvage the situation and develop a photo story, at the minimum, out of it. Keep adding value in your own way, and the client will always feel your presence.

The best client-agency relationships are those with free-flowing communications between internal and external public relations groups so that both resources are kept informed about corporate policies, strategies and tactics.

Let me share what my Boss, Muyiwa Akande, wrote on how to build great relationships with clients-

1. A clear understanding of the client and business objectives
2. Understanding what success factors are
3. Align your strategy with the client’s objectives
4. Consistent quality delivery
5. Open and transparent engagement
6. Treasure feedback
7. Help him/her look good before the bosses
8. Be his friend

Would your relationship with your new and old bride always be at its best? Keep up with the challenge!