How to create, and maintain, long-term PR client relationships

Successful long-term client relationships and how using our audience-first approach to build them is deeply rooted into the ethos here at Aberfield.

It’s an approach that has meant we’ve been retained by almost 75% of our current client roster for at least 12 months and 50% for two years or more.

But what do we do to form these meaningful and strong relationships? We’ve rounded up our top six tips.

1)     Put people first

Foremost with all clients, is that we act as an extension of their in-house team. How do we do that? We fully immerse ourselves in our client’s business and treat them as people first.

We visit clients in-person, tour around their facilities and spaces, but ultimately, get to know them as people whilst doing it! This is how we form true partnerships, and how many clients have actually become good friends. People do business with people after all.

2)     Be proactive

We keep a close eye on overservicing, knowing it not only leads to an overworked and stressed team, but doesn’t work commercially for us as a business. However, this doesn’t mean we’re not proactive.

We regularly share market insight and reports and are always on the lookout for opportunities that our clients could get involved in, whether it’s commenting on a trend or joining a regional roundtable on a topic important to their business. We have a range of skills and interests at Aberfield, meaning we can support in-house teams with strategic advice across the marketing mix, alongside practical support.

3)     Organisation

It may sound obvious but poor account management is an area we’re regularly told by clients that they feel PR agencies consistently fail in. At Aberfield, we pride ourselves in our timely account management, ensuring the foundations are put in place at the start of working with a client, such as planning processes like calendars and regular reporting. Most importantly, we don’t forget about them and keep them up to date.

It means that we’re always one step ahead, there’s never a question left unanswered, and clients feel 100% confident that we will deliver what we say we will, on time. This doesn’t mean we aren’t agile. We keep plans flexible and can adapt activity dependent on what our client needs.

4)     Communication is key

Communication is the foundation to any good relationship in life. For us, this includes keeping the client in the loop, whether it’s good or bad news, and working together on solutions. Our clients also know we’re always on hand outside of scheduled catch ups, whether that’s to bounce ideas about or offer support and guidance.

Frequency and format of communication also depends on the client. Some clients want weekly action lists and prefer to communicate via email. Other’s want bi-weekly Teams calls, with limited communication between. And others might just want you to pick up the phone! Fully understanding how an individual works, means we can keep activity going and deliver strong results.

5)     Become a trusted advisor

No matter who we work with, we aim to provide the highest levels of advice and insight. Key to this is an in-depth commercial understanding of a client’s organisation and the sector it operates in, as well as who their audiences are. This is why we’re regularly doing our own audience research, attending relevant events and have a copy of all client’s key titles on our desks, whether that’s Construction News or The Grocer!

This means we all have the knowledge to confidently advise our clients, offering insight and producing work that truly has an impact, both with external audiences, and even internal culture.

6)     Create positive influence

Finally, above all, our ability to maintain long term client relationships is down to the fact we genuinely create positive influence. Our audience-first approach means that we help our clients to achieve business objectives and outcomes, as well as support them on their own career journeys.

Our clients recognise this, which is why many have stuck by our side for many years, and we envision many more years to come!

On the hunt for a PR and communications agency that genuinely acts as an extension of your team, supporting both you, your objectives, and the business’s objectives? Get in touch.