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:
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.