You’ve put in the hours pitching, strategising and understanding how a new client will fit into your existing team structure. An agreement is struck, so what’s next?

There’s an immediate sense of satisfaction that comes from winning a new client – and why shouldn’t there be? It’s a positive reflection of your hard work, reputation and ability to deliver what you say you will.

However, there’s little time to celebrate. Now you’ve got to put your words into actions and begin chipping away at those KPIs. 

Over the course of the last five years at PR42 we’ve had many of these moments – the beginning of a new relationship, quickly followed with putting a strategy into place and getting down to the nitty gritty of day-to-day account management.

While it might seem a little daunting at first, there are ways to successfully manage the transition.

First up is something that seems blindingly obvious but is perhaps the most important aspect of any PR-client relationship: who is your key contact? From press releases to press trips, opinion pieces to reactive statements, knowing who to go to – whether it be marketing directors, the trade team, or senior management – makes the wheels turn.

This also plays into the next tip, which is scheduling – and sticking to – regular meetings, ideally once a week. Emails build up, people are busy in the day-to-day hubbub, things get lost. Having a set 30-minute call, with a clear agenda of talking points and actions, keeps everything on track – and accountable. 

As for press releases, get the first one out quickly. Of course, you’re led by the newsworthiness of whatever the client is working on, but highlighting to media that you are managing their PR early on is vital, not least so you don’t miss out on ad-hoc requests. The same goes for interviews, comment pieces and media briefings – it shows you’re serious about driving awareness. 

Speaking of awareness, how much do you know about the brand? Immerse yourself in what they do, through training and research, to learn about how they stand out. And when possible, experience the product first-hand. 

There are also the less glamorous but equally important aspects such as getting immediate access to image libraries and brand collateral, and a solid handover from any previous agency.

Putting the right structures in place from the onset stands you in good stead for a long and successful partnership. 

For support with your media relations, you can contact us here.