We let the facts do the talking.

The First 100 days


Following part one, we’ve now reached the halfway mark of the first 100 days but we’re not in love yet.

However, we’re getting there.

At this point, you’re going to make mistakes (wrong hashtags? Been there, done that. Incorrect logo placement on creatives? Been there, cried while fixing that.) You’re meant to miss your life before that contract was signed and wonder if someone else on the team can takeover because it feels like an impossible feat to overcome.

But here’s the thing – you’re still learning.

The key steps to surviving the first 100 days is to accept that you’re in this together

  • The client knows their brand, they know their messaging and they’re here to walk you through it.
  • As communication professionals, your consultation on new age PR, digital PR, social media, branding and more, comes from research, experience and insights and this is why they chose you as their new partner.

Communicate. Weekly status meetings, WhatsApp groups and lengthy voice notes, it’s all normal.

Do your homework. Learn all you can about the ex (a little online stalking to get familiar with their previous agency and their work). This gives insight into their experience, the reason for their transition and what you need to do to stand out. There’s no manual handy for onboarding a client, so, build a system that suits you and the client as part of your efforts to customise the partnership.

Establish KPIs AND fears in the first 100 days. Know what you’re working towards and what you’re working with. There comes a point when both parties are frustrated and it seems like you are at a stalemate. That’s when you know you’ve hit rock bottom and there’s nowhere to go but up. Once again, it’s time to prove your case.

As a new partner, it is up to you to pay close attention to the client’s communication tonality, body language, anxiety levels. Weathering these 100 days and all the pressure it brings, requires all the grace and caffeine you can muster to ensure you cement your role as a trusted extension of their business and not just a vendor.

Once you hear the words, ‘I trust you’, (repeat after me), you’re in love.

Riya Vatnani is Senior Account Manager at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |