Public Relations is More Than Order Taking

waitress

Recently at a luncheon for hospitality sales and marketing professionals I heard the phrase, “I don’t care if you’re an order taker, be the best order taker you can be.” I suppose the phrase makes sense for a restaurant server, for example, since what typically sets the best servers apart is their ability to upsell: As you’ve each selected the same glass of wine, how about sharing a bottle? But could the same phrase also be applied to a PR professional? I certainly hope not.

At (W)right On we take ‘project orders’ from our clients all the time. In any given month we fulfill a myriad of requests from writing a press release or designing a brochure, to producing a video or strategizing an email marketing campaign. But it’s not our goal to simply be great order takers. As PR consultants, our goal is to help our clients achieve their communications goals while helping them to see a bigger picture. And that means steering them to the right strategies to reach their goals.

For example, before we ever sit at the table to create compelling copy for a brochure, we may first have to spend time gently explaining to a client why his company jargon isn’t compelling or why a brochure is not the communications vehicle in the first place. Or when a client comes to us with a “great idea” for a press release, we can’t be afraid to ask: so what? We’re in the business of communications, so it’s our job to pinpoint the “so what?” in every project we collaborate on.Is this idea newsworthy? If not, let’s come up with an idea that is! Will anyone care? If not, let’s look at why and figure out how to make it so! Is there a different marketing route we could take instead of a routine press release? Let’s brainstorm the possibilities!

When I heard that phrase, “…be the best order taker you can be,” I immediately thought of (W)right On’s Core Values and how five of them illustrate why we will never consider ourselves order takers:

We act with intention. When we know the outcomes that are being targeted and how these will help our clients reach their goals, we make the best use of client and agency resources and we can anticipate problems before they arise.

We focus on the important. We don’t confuse flash for substance. And we don’t confuse activity for productivity.

We are relentless about results. We are creative and thorough in helping clients achieve their goals. And we accept that we won’t always be successful, but when we aren’t, it won’t be because of something we didn’t think of or do!

We embrace and lead change. We accept and strive to stay ahead of changes in our industry and our clients’ industries.

We do what’s right. We always act with integrity and don’t compromise on excellence. We don’t take short-cuts that sacrifice quality or our reputation. When we make a mistake we own it and make it right.

Fact of the matter is, for us, relationships rule, and you can’t really have a relationship with a client if you’re just an order taker. Order takers are a commodity. Leaders add value. We take the time to build relationships with our clients by adhering to our Core Values and setting clear expectations and goals, having open communication channels and showing mutual respect.

How do you build relationships in your industry?

Where’s the Beef?

communication

Communicating Value

No one ever likes losing a customer or client, especially when they leave for the wrong reasons or never share any of their doubt or discontent about your product or service. We often mistake no news for good news, but many people actually prefer the door to the daunting prospect of sharing their discontent.

Sharing their discontent with you, that is. They have no problem sharing with all their colleagues.

This problem is more common among consumers of services than actual products. With a physical product, if something doesn’t perform as a customer expected, they can return or exchange it. Consulting services, like those we provide at (W)right On Communications, require more proactive communication with clients to increase their understanding of the work product and value of the outcomes. And whether you’re in the communications consulting field or a seller of world-class widgets, the following five communication steps can increase client satisfaction and build client loyalty.

The Plan’s the Thing

As a service provider, it is important to establish upfront a client’s needs and expectations and how you plan to meet (and hopefully exceed!) them. Agreeing on a well-defined set of goals and objectives makes evaluation of your services turnkey. Documenting this communication in a plan of action keeps everyone on the same page.

Don’t Stop Thinkin’ About Tomorrow

With a plan in place, you can grow your relationship with your client by bringing to their attention relevant current events and new ideas that could impact their business. This is a value-added service you can provide that demonstrates what you bring to their team. If your contribution becomes an action item that requires amendments to the original plan, advise your client of the financial implications upfront.

Just Do It

One of the biggest benefits you can bring to the party is the ability to get things done. Find ways to solve problems apart from relying on the client for an assist. And meeting deadlines is a must. Lingering projects for any reason lead to apathy about your value and a lack confidence in your ability.

Making Dollars Make Sense

When a client complains about the bill, it means they are not fully aware of all the benefits they are receiving from you so they don’t understand the value. It’s up to you to continually communicate the benefits of your service. That can take the form of regular progress reports with measurable metrics (you can even send this with the bill). Periodically meeting with your client to review the bills gives them a chance to ask questions and for you to describe the value-added services that are often not reflected on the bill. This also gives your client the opportunity to clarify what kind of outcomes they are expecting so that there is no miscommunication.

Three Little Words

Checking in with your client from time to time is the easiest way to diffuse percolating issues. Simply asking, “How’s it going?” can initiate a meaningful dialogue that leads to good will (maybe even an accolade or two) or course corrections in advance of a crisis situation.

In a digital world, it’s easy to think we’re having conversations because we’re communicating with one another. But there’s no substitute for being in the moment with a live, back and forth, give and take conversation with real-time facial expressions and tangible emotional engagement.

And remember – it’s cheaper to keep a client than to find a new one. Beyond lost revenue, you’ve just cost yourself the time and resources to cultivate new business.