6 traits of a great PR client (and 6 of the worst)

The best clients push PR pros to do their best possible work by enabling innovation. The worst clients push, too, but they simply ask for the unattainable.

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1. The client is open to exploring initiatives that they’ve never done before. 2. The client trusts your expertise and respects your professional recommendations. 3. The client is on board with adjusting the campaign to keep the results aligned with the business objectives of the company. 4. The client pushes you to continually be innovative. 5. The client’s campaigns are intellectually stimulating. 6. They’re also intellectually demanding.

Just as public relations campaigns evolve, so do relationships with clients. Sometimes this change happens for both parties simultaneously. As a member of an agency, it’s important to realize that this can happen, and that it can affect the outcome of your PR campaign, sometimes greatly.

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