What’s the main difference between taking a class on public relations and actually practicing it? Well, there are quite a few differences. For instance, how often do you have to take a mid-term in real life? However, the biggest difference comes down to clients. Face it, in school, you just don’t have them.
Granted, some schools have programs where students will run a PR or advertising firm, but those programs are few and far between. The majority of students’ “clients” are in fact, their professors. Without learning some basics of client service, students then enter the job world basically unprepared to deal with “real-life” clients.
So we’ve compiled a list of important rules to remember, whether you are new to your industry or just need a brush-up on continuing to provide your clients/customers with the best service possible.
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The customer is always right. We’ve all heard this one before. However, sometimes it is hard for a client to look at a decision objectively since they are so far immersed in the business. Try suggesting they take some time to think about an idea you propose to or try to bring it up another time. While this may help some clients realize your idea is brilliant, others will not budge. Don’t push them.
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Be accessible. I’m not saying your clients have to have your email, home phone and your significant other’s cell phone. However, DO check regularly whatever avenues you have given people to contact you, be it your cell phone or e-mail address. If you plan to be unavailable for a sizeable amount of time, then incorporate this into your answering machine or set up an automatic e-mail response. Leaving the name of someone else who can help or when you’ll be back is helpful too.
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Admit if you’ve made an error. There is nothing worse that trying to cover up an error, whether it’s something major or not. If your client finds out from someone other than you that there is a problem, you’ll no longer have their trust, and perhaps their business. If you fess up, you have the chance to right any errors, and that’s much more admirable.
Tori Brown is an Account Executive with Marx Communications, a public relations and marketing communications firm that helps B2B companies and individuals build their brands. For more information, please contact Tori tori@marxcommunications.com or 203-445-2851. To boost your business and learn more about our coaching service, email wendy@marxcommunications.com.
