What makes a good agency/client relationship?

Shaking HandsAs a communications agency, we don’t do anything in isolation. We work with clients, strategic partners, other PR agencies, media, bloggers, online influencers, government, community members, stakeholders, target markets, the public… the list is never-ending. That means we had better know how to play nice with others.

For today’s blog post, I am going to focus on what we do to create a strong relationship with our clients – there are responsibilities on each side. In my next blog post, I will focus on what we look for in a good client. (We all know that a good client gets a more productive communications team and bad clients suck the energy out of you.)

Below is a list of what we believe makes a good agency/client relationship.

Define Scope of Work

That means laying it out in a letter of agreement and ensuring that the client understands what they are paying for, how much they are paying, and how often. This agreement also means that we know their expectations of us. By doing this, if a project expands, it is easy to sit down with the client and explain what has changed and what it will take to include the new piece of work in the contract. And, if the scope of work lessens, we have that conversation too.

Communicate Regularly

We make sure that we communicate with our clients on a regular basis. That can be via e-mail, phone calls or in meetings; sometimes it’s just a quick update so they know the status of the project. We have clients who use us as their marketing and communications department – and often that means they handover the work and we have a monthly meeting and check in when we need something. We go past that and provide weekly status reports and we call and check in to find out what is new, challenging or if something has changed. We don’t leave the client in the dark – ever.

Stay on Track

We meet our deadlines and our budgets. If there is any kind of issue, we inform the client and explain why as soon as possible.

It’s Not Just 9-5

We also make ourselves available to our clients. I know some communications professionals who don’t answer their phone after 5 p.m. That’s not how we work – if a client needs me, they can get me. We work with clients in a lot of different time zones. If a client has a concern or an idea and they want to connect to discuss it, that is part of my role. And certainly during an issue or crisis, I am available 24/7.

Normally, we work with communications managers, directors, vice presidents, presidents and CEOs – and their schedules are busy. Sometimes, the only time they have to speak with me is on a Saturday morning. I have to say that we have had some clients who have needed to have boundaries set. A random 7 a.m. call on a Saturday morning to talk about an idea for a blog post doesn’t work, but a meeting set for a Saturday morning because the client has been out of town or was in meetings with lawyers all week because of an acquisition or merger – I am there. For the most part, our clients have always been respectful about contacting us outside of office hours, but they absolutely know that when they need us – we are there for them.

Go the Extra Mile

We go the extra mile. Every so often a client will come to us after working with another agency that they weren’t happy with. When I review the work done, it’s not that it was terribly done, it just seems that they didn’t take that extra step to make it great or exceptional. We are always working to do that. We love to exceed expectations… it makes our AHA crew do a happy dance and it keeps our clients loyal.

Provide Sound Advice

We aren’t “yes” people. Our clients pay us for our expertise and experience. I have had to deliver some tough feedback over the years and not everyone in the room was happy with me at times, but I had to do my job. If we feel that a client is going in the wrong direction, we will explain why we think that and provide advice on what to do.

Be Professional

We take our work seriously. Our clients know we like to have fun, but they also know that we’re a solid professional team and that they can count on us to deliver. They trust us – and that is important.

It isn’t always easy or convenient to do all the things necessary to build a great client/agency relationship, but you need to work at them. When a client trusts us with their brand reputation, it’s our job to do what it takes to meet the objectives. The points in this blog are a big part of how we do that and how we get great clients who stay with us for years.

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