5 traits that make a client a perfect match for a PR pro

Finding the right clientele for you or your agency to represent is a lot like dating. Here’s how you can find a working relationship made in heaven.

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What are the first things you look for on a date to want to keep seeing that person?

If you’re me, you want to feel a connection, a hint of shared interests, an ability to clearly communicate, a confidence and a spark.

The same goes for how to identify a client who will match up well with you and your team.

Chemistry and energy are everything in relationships. You’re not going to be attracted to every personality. The same applies to work relationships.

Business owners must cultivate detachment. They must know that it is not insuperable if you don’t match with every client. Understand yourself well enough to know what personal relationships work for you. It’s a learned skill.

There are personalities and energies that I work well with: strong, hands-on communicators who realize PR is not done in a vacuum.

To identify the personalities you work best with, consider these five tips:

1. Phone chemistry. As in dating, chemistry is very important. If we didn’t meet at a networking event or in person, I usually get introduced or learn about a potential client on email, then hop on the phone.

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