PR Questions: Telling the client it’s a bad idea

This post was written by regular contributor Chevis English.

What do you do when a client is asking you to do something that you know is not in their best interest?

One day, I will be the person discussing ideas with clients and I will need to know the polite and professional way to stand up to them when something is not in their best interest. 36519C50DDE44DBF9617558D7B61A861

My supervisor encountered this dilemma the other day, and she gave me some great advice. She said, “Sometimes when people don’t understand the thought process behind something, you must be patient, and just politely lay everything out for them in a way they can understand your reasoning.” As a communication major, this made perfect sense to me because everyone has a different communication style. Sometimes you need to recognize somebody’s style of communication and address him or her in a different way in order to arrive at a realization.

We have all heard the number one customer service rule: The customer is always right. But, as public relations professionals, we are paid to advise our clients, and even if it means having a difference of opinion with them, our job is to look out for their best interest or the best interest of their business.

How do you deal with difficult clients? Have you ever given in to a request when you knew it was the wrong thing to do? If so, what was the outcome?

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JGoldsborough

Just joined the agency world three months ago and have run into this scenario a few times. Most specifically around the following issue -- companies wanting to "do social media" without putting in the work to establish a footprint and relationships and then wondering why the fans, followers adn conversation don't just happen.

This is a tough one for me and I'm still trying to figure out the best way to address it. What's funny to me is that if you step away from the technology, expectations would change. Very few people would just walk into a party, say "I'm here" and expect people to rush over to them asking for business cards and seeking conversation. In fact, that person would probably garner a few eye rolls. But we're talking about a bad economy, tight budgets and a "what have you done for me lately" culture we all live in where people want results now.

Not to preach, but I think this is a problem for businesses in general. Too much attention on the here and now, the short term, and not enough long-term vision. But that's just me. What do you think? How do you get clients to see the value in establishing that social media footprint?
Chris Bailey

Wise supervisor you have there. The key is to never actually "tell" your client anything, particularly when you have a difference of opinion. Most clients will dig their heels in when you counter their thinking. Instead, consider bringing their focus to what's most important about whatever action they need to take. Your role is not to push them toward what you think is best, but to guide them toward doing what's in their best interest.

And if they choose to go in a different direction, it is the client's prerogative to do that. By sharing your expertise and making your case, you've done your job. Ultimately, it's the client's decision if they want to move on the right path or the less-than-right path.
marydemingbarber

Great question Chevis. I'm finding more and more that the answer to this question depends greatly on the client. The better I know the client the easier it is to handle the situation. In many cases, also, a client's cultural background plays a part in knowing how they make decisions and I should help them to this decision. I am really interested in other's thoughts here as well. It's never easy to do this but the stronger the relationship and better the trust, the easier it is.
freddylee

Great post & good conversation starter! I'd like to comment that yes, the customer is always right. However, I believe moving the client in another direction takes two things: 1) great rapport, 2) reframing of the situation. Building a relationship with your client where you are a trusted advisor takes time & willingness to stick to your guns. You may not always be right, but you are the expert afterall & that trust will begin to grow as they begin to trust your work.

Second, it's not necessarily that the client is wrong, it is probably that they are looking at the situation from a different lens. Sometimes its best agree and let it go, other times, it may pay off to try to explain your reasoning.

I have given in to requests I don't completely agree with. However, I do make sure that I voice my opinion & reasoning before it happens. I think this is part of building a relationship of trust. If the outcome was successful, I learned something new. If the outcome wasn't what was expected, back to the drawing board! This time around the client may be more open to try your suggestion...

It's a learning & growing process. I take a big picture approach because it is healthier, less stressful & provides long term results.
heatherschwartz

Great post and topic! In my opinion, It isnt so much about telling the client their idea is bad, but rather it is about giving options. I have always viewed the role of PR practitioners much like the role of lawyers. You would never hire a lawyer to smile, nod and agree with you. If you disagree with the direction a client wants to take, dont be quick to make judgment. Do a little digging. There might be something happening inside the walls of your clients business that is pushing them to proceed in this direction.

If not, take pieces of their idea and build upon it. This will help the client feel invested and know they are being heard. I also always try to tie back to business objectives. Everyone involved in the business should always be striving towards the same end goal. this is a good place to start the conversation.