Click to edit Master title style#CIPRFRESH#CIPRFRESHClient HandlingJim Hawker MCIPR11th June 2013
Click to edit Master title style#CIPRFRESH#CIPRFRESHChair’s introductionMiki Lentin MCIPRClient Handling
Click to edit Master title style#CIPRFRESH#CIPRFRESHI started working at Harvard PR in 1996 when the first dot com boom to...
Click to edit Master title style#CIPRFRESH#CIPRFRESHI am completely passionate about client happiness, growing client agen...
Click to edit Master title style#CIPRFRESH#CIPRFRESHGreat client handling skills send the message loud andclear to your cl...
Click to edit Master title style#CIPRFRESH#CIPRFRESHOf all the marketing disciplines, PR is one of the most intenseand you...
Click to edit Master title style#CIPRFRESH#CIPRFRESHSome people are naturals at it, others need to work harder at itIt’s n...
Click to edit Master title style#CIPRFRESH#CIPRFRESHJim’sTopTips(regardless of what level you are in an agency)TopTips
Click to edit Master title style#CIPRFRESH#CIPRFRESH• Put yourself in their shoes• Do you really understand what your clie...
Click to edit Master title style#CIPRFRESH#CIPRFRESH• Become a trusted source of information– About new trends– About thei...
Click to edit Master title style#CIPRFRESH#CIPRFRESH• Build a relationship with your counterpart at the client side• They ...
Click to edit Master title style#CIPRFRESH#CIPRFRESH• Agreeing KPIs ahead of all work – don’t start withoutthem• Be absolu...
Click to edit Master title style#CIPRFRESH#CIPRFRESH• Be open & transparent about the work you are doing and howit is prog...
Click to edit Master title style#CIPRFRESH#CIPRFRESH• Excite them about the work you are doing• Don’t just send coverage e...
Click to edit Master title style#CIPRFRESH#CIPRFRESH• Some clients are just bloody nightmares to work with• Those that are...
Click to edit Master title style#CIPRFRESH#CIPRFRESHThank you for attending, please completethe online evaluation form.Fin...
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CIPR Fresh - Client Handling

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CIPR Fresh - Client Handling

  1. 1. Click to edit Master title style#CIPRFRESH#CIPRFRESHClient HandlingJim Hawker MCIPR11th June 2013
  2. 2. Click to edit Master title style#CIPRFRESH#CIPRFRESHChair’s introductionMiki Lentin MCIPRClient Handling
  3. 3. Click to edit Master title style#CIPRFRESH#CIPRFRESHI started working at Harvard PR in 1996 when the first dot com boom took offFour years later I left as anAccount Director position with key strengths beingmedia and client relationshipsBecame media spokesperson for children’s charityWarChild in the StatesIn house at Amazon as Marketing ManagerAssociate Director at what was MacLaurin PR heading up O2, Sony PlaystationFoundedThreepipe in 2004, currently Creative and Business DevelopmentDirector, overseeing top three clients, and principally act as ‘the internal client’Threepipe is 53 people, newly merged with a digital marketing agency andproviding PR plus PPC, SEO, Search, Display and Affiliate marketingWorked both agency side & in house…
  4. 4. Click to edit Master title style#CIPRFRESH#CIPRFRESHI am completely passionate about client happiness, growing client agency spend, as muchas I am about ‘new’ businessMuch of our current growth is coming from existing clientsMost of our referrals come from previous or existing clientsWe have a new business target and plans for existing client growthWe have a ‘Client Love’ programme designed to cross sell, upsell and entertainOne of the biggest impacts you can make at AM and below is retaining and growingexisting clientsThat skill comes down to fantastic client handlingAn agency has the clients it deservesIntroduction
  5. 5. Click to edit Master title style#CIPRFRESH#CIPRFRESHGreat client handling skills send the message loud andclear to your clients that you are an organised,dedicated professional, who has their interests andwell-being at the centre of everything you do…..Introduction
  6. 6. Click to edit Master title style#CIPRFRESH#CIPRFRESHOf all the marketing disciplines, PR is one of the most intenseand you must have a good working relationship with goodchemistryDaily phone calls, breaking news/stories/announcementsSocial media is ‘always on’.Often having conversations with clients at the weekendWe will pretty quickly move teams around if client/agencychemistry isn’t workingIntroduction
  7. 7. Click to edit Master title style#CIPRFRESH#CIPRFRESHSome people are naturals at it, others need to work harder at itIt’s not about saying yes, being everyone’s friend, you need tounderstand that this is a commercial relationshipI will wine, dine, entertain clients, I have been invited to theirweddings but they are not my friendsYou need to maintain a professional distance as well as friendshipwhich can be a delicate balanceProfessional boundaries
  8. 8. Click to edit Master title style#CIPRFRESH#CIPRFRESHJim’sTopTips(regardless of what level you are in an agency)TopTips
  9. 9. Click to edit Master title style#CIPRFRESH#CIPRFRESH• Put yourself in their shoes• Do you really understand what your client does, how theyspend their day, how their business is doing?• They are not always there just to manage a PR agency• I read all annual reports of all my clients, I check their shareprices daily• Put yourself on a wider marketing/business course• Understand how PR fits into the wider marketing mix andhow it is supporting their business objectives• Learn how to read a Profit and Loss balance sheetThink like the client
  10. 10. Click to edit Master title style#CIPRFRESH#CIPRFRESH• Become a trusted source of information– About new trends– About their competitors– About their own company!• Know more about their market than they do themselves• When an AE I used to have all the trade press titles at home• At the end of every monthly meeting we make time for a trendspresentation of cool things we have seen• Relevant to their market, get them to stretch their own thinking aswell as yours• Opportunity t0 upsell the client, which is good for both the agencyand client• When an AE I wrote a mini proposal for a client that was signed offand led to £20,000 of new work and a nice bonus for myselfKnow their marketplace and show it
  11. 11. Click to edit Master title style#CIPRFRESH#CIPRFRESH• Build a relationship with your counterpart at the client side• They could become a good contact in the future• I have clients today that were my clients when I was anAE• Build a database when you pick up information – what team do theysupport, what are their kids called, what are they up to this weekend, doyou know when its their birthday?• Building a relationship will get you through bad times when things don’tgo to planGet to know your client
  12. 12. Click to edit Master title style#CIPRFRESH#CIPRFRESH• Agreeing KPIs ahead of all work – don’t start withoutthem• Be absolutely clear on budgets – clients hate the OliverTwist show• Understand what the client really values and sees assuccess both internally and externally• Updates – clear capturing of actions and follow up inwriting on agreed work – also helps to cover yourself,keep emails• Nothing worse than an agency thinking it has done agood job and the client is disappointed!• Under promise and over deliver when setting targetsManage Expectations
  13. 13. Click to edit Master title style#CIPRFRESH#CIPRFRESH• Be open & transparent about the work you are doing and howit is progressing• Hold your hand up when things don’t work out• Demonstrate what you are doing to make it right ifsomething goes wrong• If you don’t know an answer to something then don’t commityourself straight away – ask colleagues, Finance team etc• They will (in most part) value your openness, honesty andintegrity• Develop a sixth sense! Be constantly looking ahead,anticipating issues as well as opportunitiesBe honest and put things right quickly
  14. 14. Click to edit Master title style#CIPRFRESH#CIPRFRESH• Excite them about the work you are doing• Don’t just send coverage emails or good news emails acrossas an ‘FYI’, build some excitement around your work• Celebrate success together at the end of a project/campaign• Enter some of the joint work for industry awards• PR your client within their own organisation– Showcase the results of the work you are doing– Campaign boards around the office– Presentations to the management teamTake them on the Journey
  15. 15. Click to edit Master title style#CIPRFRESH#CIPRFRESH• Some clients are just bloody nightmares to work with• Those that are brilliant we don’t mind, those that don’t know whatthey are doing are ‘frustrating’• Someone within the agency will have the right personality type todeal with most clients• Build relationships above and below that person, likelihood is thatthey are a nightmare to work with internally!• The CEO of the agency should become involved when necessary tohelp the day to day team• Run a tight ship, be thorough, keep a paper trail, ensure that sillymistakes don’t happen that open you up to criticism• Remember that you learn from bad accounts and clients as muchas you do from the good ones!Difficult clients
  16. 16. Click to edit Master title style#CIPRFRESH#CIPRFRESHThank you for attending, please completethe online evaluation form.Find out more at cipr.co.uk/fresh
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