4 types of PR clients (and the attention they require)

Pairing the right PR agency employee with a client can be a difficult task. This advice should help.

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There is truly an element of matchmaking involved to ensure the personalities mesh well and the relationship is productive. Sometimes, missteps occur and a strategic course correction is in order, but here are a few client/agency scenarios to ponder which may help mitigate mismatches.

The high-octane client

The first (and often best) instinct is to assign a very calm, unflappable account person to balance this type AAA hyper client. Someone to remain focused in crises and keep this wild card client off “the ledge.” But you don’t want an account person who is too quiet—don’t confuse calm with comatose.

The unsure, insecure client

This is tricky—you want to match this client with someone caring and nurturing and smart. I would think hard before assigning them an “opposites attract” type as that could be threatening and backfire. The account leader for this client should strike a perfect balance between assertive and nurturing.

The know-it-all client

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