Is there such a thing as the perfect client? If so, how would you define them? Open and honest, never indecisive, realistic with expectations, and ready to take your advice without hesitation? Time to wake up. Clients aren’t perfect, just like people aren’t perfect. But that’s not something to be discouraged by; the challenges you face and the adjustments you make are what help you grow as an agency. If there were never obstacles, how would you learn to navigate them?
Instead of seeing these as problems, here are a few common challenges PR agencies may face with different types of clients.
Some accounts have been with the agency for years but only engage sporadically. They might only need you for a quarterly newsletter or an annual report, or perhaps they only call during a crisis or when they need internal support.
Even long-term clients can be lost if taken for granted. Stay proactive—check in periodically, ask questions, and offer suggestions. By keeping the relationship active, you remind them why they hired you in the first place.
New clients with large budgets are exciting, but they can also bring complexity with many stakeholders involved. It’s crucial for the account handler to take control of the workflow, manage the budget, and ensure the administrative processes are tight. Be decisive and stay ahead of potential issues before they escalate.
Smaller and emerging companies always seem to want a lot more for a lot less. Once they sign you on, they begin to ‘informally’ tap into more services than what their monthly fee covers – frequent and lengthy phone calls, drop-in visits, requests for a quick review of a 20-page document, and the list goes on.
Since you cannot re-budget after each incident and would rather not have to tell the client how much each extra piece of counselling is going to cost, the monthly bills begin to creep upward until you end up with an angry client declaring you are way too expensive.
To avoid this, clarify from the start what’s included and what incurs additional costs. If the requests for “extras” persist, have an honest conversation to prevent misunderstandings.
Few things agitate a client more than a failure to deliver something on schedule. And, quite frankly, excuses won’t cut it from your end and it will ultimately hurt your reputation. That’s why you must set reasonable deadlines from the beginning. For the client, that means understanding that they are not the sole account and that all the information promised must be handed over promptly. For the agency, that means accurately judging how much time others will require for their participation in a project, planning for the unexpected and asking questions to make sure you have enough information to complete the task.
If you do end up needing an extension, make sure not to request it five minutes before the deadline, and to deliver on time at the next opportunity.
There’s no universal budget that fits all clients, but clear communication is key. Monitor your progress weekly and let the client know in advance if extra work will require additional budget. This keeps both parties aligned and avoids surprises.
Turnover, especially in this industry, is a common occurrence. When this happens, and people leave an account, clients get stressed because it slows work, increases costs by calling for new people training, and raises concerns about the confidentiality of company information. Be sure clients are not being charged for retaining replacements. Management should always notify the client of changes in the account team by introducing new hires and announcing departures on time.
There isn’t a one-size-fits-all model for managing accounts, just as there isn’t for clients. The key to overcoming challenges lies in communication. Open dialogue keeps everyone on track and aligned with expectations. Keep talking, and you’ll find that most issues can be solved before they become problems.
Is there such a thing as a perfect client? If so, what qualities would define them?