11 client mistakes that pr and marketing agencies make - and how to fix them

11 Client Mistakes That Agencies Make

What do clients say to you

when they leave?“It’s not you. It’s us. We’ve had budget cuts, need to go in a different direction, don’t need your services.”

What do they really mean?

It’s you, not us.

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Mistake #1

Give your client a weapon

in your welcome kit.

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Fix #1

Deliver a welcome that

details relationship objectives,

scope of work, timeline, deliverables, etc.

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Mistake #2

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Deliver assets

that weren’t requested and

not delivering assets that

were requested.

Fix #2

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Create scope of work

with client signature.

Update as needed and get client OK.

Mistake #3

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Wait for clients

to ask for updates.

Fix #3

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Identify communication frequency based on

project timeline and client’s preferences.

Mistake #4

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Go public with client’s news

without permission.

Fix #4

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Ask before you promote work

done on behalf

of a particular client.

Mistake #5

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Charge client extensive time or

demand a bigger time commitment from client

to get new staff up to speed.

Fix #5

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Create an in-house

knowledge bank

for every client and every project.

Mistake #6

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Send poorly prepared staff

to prospect presentations or

client meetings

Fix #6

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Ensure staff is knowledgeable

and

comfortable speaking

with prospects and clients.

Mistake #7

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Submit mediocre deliverables.

Fix #7

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Review all deliverables

to ensure they’re good

on their own and

fit client’s objectives.

(Proofread too!)

Mistake #8

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Continue a project

you realize won’t work.

Fix #8

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Be honest if project goal cannot be achieved.

Consider alternatives

or suspend project.

Mistake #9

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Shut down client ideas

without listening.

Fix #9

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Listen. Pause. Reflect.

If you still don’t think it is effective, explain why.

Mistake #10

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Fail to understand

why agency was hired.

Fix #10

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Contribute

to the client’s business success.

Mistake #11

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Ask “how are things going?”

Fix #11

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Ask probing questions.

• What do you think is the best part of the project?

• What could be done better or differently?

• How is our work helping your business?

BONUSMistake

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Let clients leave silently.

BONUSFix

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn

Ask for feedback.

Send a survey.

Consider third-party interviews.

11 Client Mistakes That Agencies Make

Let’s talk more ….

Ann M. Gynn, APRanngynn@gmail.com

216.235.4566www.LinkedIn.com/AnnGynn

2015 PRSA Counselors Academy Presented by Ann M. Gynn, APR @AnnGynn