by guest blogger George Drucker
We’re getting into awards season. . . in film, television, even public relations. It reminds me of a learning from years ago that has affected my modus operandi as it pertains to prospects and clients.
Winning awards for creativity is great for the ego. But it’s not necessarily what clients want. At least, it’s not everything, or even the most important thing.
I will never forgot my shock and surprise when Tom Harris – of Golin/Harris fame – published the first of his client surveys of perceptions, wants, needs, and interests in hiring and retaining outside public relations firms.
Through the years, I had the good fortune of winning several PR Awards for creative programs and implementation, from PRSA Silver Anvil to CIPRAs, Golden Apples, Golden Trumpets and everything in between. I always thought creativity ruled, that original thinking, tactical implementation and creative results were what impressed and motivated clients to hire and retain their agencies.
It came as an eye-opener to me in Tom’s first study to find that the #1 priority for clients was actually SERVICE. No matter how you sliced and diced the data, responsiveness and service level were the most important factors in prospect and ongoing client decision making. Out of Tom’s “Top 10 Needs” for clients, creativity ranked #9. It was a factor–but not a vitally important one.
His ongoing surveys through the years have borne this out, and it certainly changed my perspective. Creative product is very important, but not at the expense of client service.
Whether you’re an agency working with corporate communications or marketing departments, or an internal PR function whose “clients” are inside the company, keep in mind that returning phone calls promptly, anticipating client needs, and essentially crossing the t’s and dotting the i’s might be among the most important things you do.