Money Can’t Buy You Love - But Good Communication Skills Can
Posted on Tue, Dec 13, 2011 @ 10:47 AM
Recently, I had the opportunity to read a colleague’s article on tips for managing difficult clients and was struck by the realization of how simple conversations can seem so complex for many account managers. When you peel back all of the “issues” surrounding account management, the underlying cause of agency-client tension is often either results or budget – and they are often intrinsically linked. One could argue strategy and results (or lack thereof) are the root causes, but I believe it’s really about getting value for the money.
At its core, public relations is a relationship business -- and one of the leading causes of tension in both personal and professional relationships centers around money. In a distressed economy, this issue becomes magnified. Every dollar counts, and is counted. We are in an unprecedented time of fiscal accountability from scrutiny over how long it takes to write an article to how much a staff member paid for a cab ride. I’m sure we would all (clients and agencies) like to return to the days when securing a budget didn’t require a three month process, a vial of blood and DNA testing – but until those days return (if ever), we are stuck with the reality of today’s economy.
Learning how to communicate about money should be taught at the earliest grade levels, because it’s a communications skill that will follow you throughout life. Taking the first step and opening a dialogue about fiscal responsibility at the beginning of a client relationship will not only avoid future conflict but will serve to set boundaries between agency and client.
Understanding your professional and personal boundaries is a key aspect of account management, as it sets the tone for what is and what is not acceptable behavior and demands. It also mitigates the emphasis on money and redirects the dialogue to expectations and performance. Understanding what value means to a client and how to help them showcase that value will help smooth the road for future budget discussions.
Also, it is critical to take the time to understand your client’s experience level. We are seeing an increasing number of clients who are new to public relations or who have been asked to manage several departments, one of which is PR. For these individuals, establishing the basics at the beginning of the relationship becomes paramount, as some have limited experience with public relations agency billing practices, budgets and measurement.
At the end of the day, regardless of client experience or any other variable, it’s paramount that an agency understands what value and results mean for each individual client. Providing clear, transparent information on a weekly or monthly basis is an excellent way to achieve that goal.
The more well rounded the relationship, the less likely issues will quickly escalate to become potentially damaging to the relationship and the account.
So don’t be afraid to engage your client in tough discussions about budgets. Nor should clients hesitate to engage their public relations agencies in the same manner. Open dialogue about budgets and expectations will ensure a well-rounded relationship that can grow in the good times and weather storms in bad ones.
Do your discussions with clients about budgets look something like this?
If so, then it's time to change the conversation.
--David Patti