As PR professionals at Rountree Group, one of the things we often do is work with our clients on creating a communications plan for social media that is unique to their company’s needs. Well-timed communications varying in nature from self-promoting, to imparting knowledge, to asking questions, for example, on the client’s social media platforms are essential for keeping the client relevant and on the radar of its customers. More importantly, it’s critical for building relationships with those customers.
In much the same way, it is important that we, as PR pros, also maintain regular contact with our clients. Naturally, when you are working on a project with a client, there are associated meetings, calls and correspondence. Deadlines are set, work is outlined and progress is made toward completion. The communications are centered on the work and the established timeline.
But what about those times when all the deadlines have been met and the work with the client has been completed? Do we just shake hands with them and walk away…and leave it to chance that we will meet again?
Just as we help clients stay in touch with their audiences, we should have a plan in place to stay connected, or sometimes re-connect, with the client after and/or between projects. And, as we do for their clients, we should include a variety of messages using the communications methods they prefer, whether that be email, text, video chat or phone call. As is the goal with their clients, our objective should be to focus on building or continuing to build a relationship with our clients through these communications.
Show your clients that you are thinking about them.
- Check in on how things are going for them professionally, and personally, if appropriate
- Share with them timely industry-related news relevant to their business that they m
ay have overlooked or not yet read. - Keep them abreast of any project-related successes that may have developed after your final project meeting.
- Wish them a happy Independence Day or Thanksgiving or remind them that on Sunday Daylight Saving Time ends and it’s time to turn clocks backward an hour. Adding a touch of humor can be a bonus, depending on the client.
- Suggest short- and long-term project ideas that have the potential to enhance or grow their business.
Find interesting ways to keep in touch. And, understand that what is key is to time the communications well. Too few and your communications are lost and ineffective, too many and you’re a nuisance.
By Lisa Hester, Senior Account Manager