THE CLIENT ISN’T ALWAYS RIGHT – PR & THE CREATIVE PROCESS
I believe that the best clients for Public Relations firms are those who seek counselors, people to whom they can turn to for guidance and advice.
It’s important to constantly remember this in client relations. There’s a lot of noise out there and you cannot be paralyzed by fear (of the economy or the situation of the moment). The smartest folks are the ones who make confident decisions, decisions they can defend and, in many senses, are the “boss” of the client. This is essential in order to do great work.
As one of my favorite former client CEO’s says: Play to win, don’t play not to lose. The smartest and most creative people these days are challenging clients, leading them, and refusing to be drones. Challenge your clients when you believe in a concept or idea. Take ownership – they hire us for counsel and leadership, not to be bean pushers.
You will win, and it will certainly be more fun. The eyes and ears of a PR agency.
Ronn Torossian
