As a PR
professional all of us use the word client servicing for about hundred times in
our day to day work. But many of us feel that rather than doing servicing
(which means to rectify the errors and create a smooth functioning) we just
serve our client (give the client what he wants).
Majority of the
times when a servicing team goes for a meeting the client comes up with a list
of demands or deliverables; he is looking from the PR consulting firms. Out of
them, if they are categorized some of them do not have any kind of editorial
attraction. But still the PR professional tries to manage and create some story
in one way or other and pitches to the media.
At this
juncture, majority of the times media clearly denies or sometimes due to
relationship they take a negligible note of the same in the media, which cannot
be even counted as a mention. At the same time when the client is paying x
amount of fees, clearly denying about the possibility of coverage for a event
or press release, which is not editorially strong is a major issue.
Some points
which can be kept in mind:-
- Aware and educate the client from
day 1 about the difference between news worthy and non news worthy
information
- Create a clear picture of what
media wants in the mind of clients
- Try to educate the client to share
all major developments and updates with client servicing team, as it will
help to create various media opportunities and get better coverage.
- Be a consultant to your client and
not just a execution model for your client requirements.
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