The good, bad and ugly of going beyond standard client relationships

In the world of client management, when we tap into our ability to offer services and worth beyond straight media relations, to different clients simultaneously, we apply that oft-used buzzword: “synergy.” It can be a boon to clients and a demonstration that you can deliver something beyond PR and marketing. On the other hand, it may come with a high price that can run the gamut from unforeseen circumstances and outcomes to a clash of personalities or egos that, if not properly managed, can actually harm your relationships.

Here’s a road map to the range of scenarios:

The good

Like-minded but not competitive: When clients have the same public relations goals—for example, they’re looking to get attention from the same types of media outlets—it’s a sure way for them to complement each other.

Mutually beneficial: In the best of all worlds, multiple clients, and therefore you, win. This can also grow into a long-term relationship leading to multiple opportunities.

Hero to both: When this works well, you have effectively killed two birds with one stone, making both (or more) clients happy while helping them achieve their PR goals. This can also create a case study that demonstrates a clear value to your client roster.