Client meet: the two words which mean life or death for PR professionals

Don’t take the above statement as an exaggeration of sorts. It is a fact. There are times when we reach for a client meeting well before time and the contrary when we dread going to them. I’ve seen my boss pray for not having to attend a client meet after a flop show (Of course he tried to do it in private but I saw his folded hands unfortunately). The anxiety of explaining the outcomes of an event or a release can be similar to facing God and explaining your wrong actions (the latter is still better, believe me). However listed below are a few tips, in no particular order, that PR Professionals should try to remember in case of client meets.

1. Decide the objectives for the Meeting: Set objectives before the meeting!

One should always be focused on setting the meeting objectives. If you don’t find any reasons to do this, your meeting can shift focus and you’ll end up discussing a completely different affair & reach to a ….well no conclusion. While setting the meeting objectives one should keep in mind all things he/she wants to achieve out of the meeting.

One benefit of setting objectives for the meeting is to help you plan the meeting. The more concrete your meeting objectives, the more focused your agenda will be. A second important benefit of having specific objectives for each meeting is that you have a concrete measure against which you can evaluate that meeting. Were you successful in meeting the objectives? Why or why not? Is another meeting required? Setting meeting objectives allows you to continuously improve your effective meeting process.

2. Be well informed

Yes, anther one of those cliché gyans that you come across regularly. However this is one of those rare points that is not strictly checked on irrespective of its significance. We should always be bang on with our client’s progress in the recent times. The one thing that surely impresses the client is your knowledge/ comprehension about his business along with knowledge of the industry on a whole.

3. Be Organized

A very significant etiquette in this context is to be organized when going to a client meeting. One should be equipped with a point agenda to be discussed at a client meet. It is advisable to carry recent coverage dockets and referable handouts for the meeting. This helps us PR professional in various aspects.

The most important aspect of being a perfect PR professional is our presentation qualities. This skill sets us apart not only on an individualistic but this is a certain differential which gives PR its uniqueness. The way one presents himself/herself at a meeting sets the tone or the balance of the meeting.

4. Agenda

Provide all participants with an agenda before the meeting starts. The agenda would include a brief description of the meeting objectives & a list of the topics to be covered. When you send the agenda, you should include the time, date and location of the meeting and any background information participants will need to know to hold an informed discussion on the meeting topic. What’s the most important thing you should do with your agenda? Follow it closely!

5. Be sensible, be safe

In my school days, I still remember my teacher repetitively advising me to ask as many questions as possible (although my teacher’s wish went unfulfilled, as my comprehension of her subject failed to support me), this rule however does not apply to our industry. Internally one has the complete liberty to be as naive as per our wish. However incase of a client meeting one should not speak until & unless it’s a noteworthy comment or suggestion. We set an impression on people by our comments. I am not advising anyone to go in a shell and not participate at all but just that when one does choose to participate he/she should be equipped with all the facts before addressing any topic.

6. Anticipate questions as if you anticipate crisis

The first lesson of crisis management is anticipation. There are times when client meets have to be visualized as crisis and have to be dealt with accordingly. Anticipate all possible queries and issues to be addressed in meeting. Do this exercise while going for the meeting. Yes follow this routine while on the way to the client’s office.

One should never give importance to specific meetings which only includes high officials from client side. Every meeting is equally important and one should always be prepared for them. So, we should follow this exercise for every meeting.

7. POA: Don’t conclude any meeting without deciding on the plan of action

Don’t finish any discussion in the meeting without deciding the action on it

Before leaving the meetings make sure that the client is satisfied with the discussion. Also make sure that the points or plan of action discussed is properly understood with both the parties. There should be no ambiguity with any point discussed in the meeting.

‘Time is Money’ the golden rule which I find to be coherent for our industry. We should be able to take action on the points discussed as quickly as possible. No matter how easy going or non demanding the client is documents in form of MOMs (Minutes of the meetings) should always reach to the client after every meeting.

These were the few pointers for client meetings, although debatable and certainly extendable.