How to negotiate a last-minute strategy shift

It’s happened to every PR pro. You’ve delivered a thoughtful strategy for an upcoming initiative, the client is on board, you’re working full steam ahead until—screech!—a wrench is thrown in your plans, and your client is looking to you to react in real-time and make a recommendation on the spot.

In today’s media landscape, 11th-hour changes are becoming more commonplace. So, the next time your client makes a last-minute change, or breaking news upsets your plans, here are a few tips to help you navigate a quick strategy shift:

1. Don’t panic—listen.

The most important thing you can do when facing new information is to hear it. Pick your jaw off the ground and open your ears. Take a moment to listen to the new information, jot down notes while your client is talking, and repeat back what your client said to make sure you understand correctly.

When new information is hitting you quickly, write down one or two words that will help you remember what you want to circle back to.

A good way to buy some time while you’re thinking about next steps is to ask specific questions, and recap what you think your client said. A helpful phrase is: “Let me see if I understood correctly…”