Clients have been known to demand all sorts of unreasonable, senseless and even unethical actions. PR pros talk about (unnamed) clients who behave egregiously: demand press conference with no news to announce, lie outright on the record to the media, push outrageous strategies, and violate contracts.
More typically, they demand unfeasible media coverage – a front page story in The Wall Street Journal – and constant updates and unreasonable, ill-advised PR schemes that are sure to fail.
The following tips from PR veterans may help in managing bad-tempered, troublesome clients without getting ulcers.
Set expectations at the start. Clearly state in the agreement what the client can expect in terms of communications, PR efforts and results. Have an honest conversation about strategies and outcomes. Make it clear that unethical behavior such as attempting to bribe journalists is unacceptable.
Don’t be defensive. Avoid taking the client’s behavior personally. The client may be upset not because of you but because of something else in their business or personal life. Understand the client’s overall situation. For instance, they may be in the midst of leadership changes or fighting for personal or company survival.
Listen carefully to outbursts before thinking about how to defend yourself. Make sure you fully understand the criticism and the need. Ask probing questions to uncover the real issue behind the complaining. If the problem is about you, honestly assess your efforts.
Be the expert. Without sounding arrogant, assure them that you are the expert and know what you are doing. Some clients are not so much unreasonable as they are ignorant about PR. That’s why they hired you. Confidence is crucial to winning a client’s respect. Keep in mind that client ignorance is common in any professional business service.
Some clients are obsessed with constantly contacting you to check results. Explain that their time and your time is valuable. Consider a media tracking report that the client can view at any time to limit unnecessary check-ins.
Say “no.” Be prepared to decline unreasonable requests. You can’t please everyone all the time. Agreeing to a client’s arbitrary and uninformed demand could damage your reputation and relationship with the media — in addition to causing a PR failure. If a client wants a press conference without news to announce or demands to review a reporter’s story before publication, firmly and patiently explain the PR realities.
Suggest alternatives. Can’t get a front page story in The Wall Street Journal? Think creatively to find other solutions. When the client wants a press release on nothing in particular, search for some news of substance to announce. Ask for time to resolve the issue. Try to help solve the client’s overall problems and help complete other tasks.
Fire them. Sometimes a difficult client is not worth the effort. If a client makes you and your team miserable, consumes time better spent with clients who respect your work, it may be time to severe the relationship. Even if their payments are substantial, take a hard look to determine if the money is worth the time and frustration.
Final tip: Give the client a win by delivering unexpected results and benefits through alternative PR approaches. A story placement may not be possible in the Wall Street Journal, but a distinctive story angle could get a placement in an important trade journal. A creative social media approach may gain unexpected recognition. A captivating video may gain traction on YouTube and other video sharing sites. The client may demand specific – but what they really want are results that boost their business. Find alternate ways to deliver results.
Bottom Line: Difficult clients are a major headache for PR pros. Patience, assertiveness, and setting the ground rules at the start of the relationship will help in managing unreasonable clients. Ultimately, ending the relationship may be the best solution.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
