THE CLIENT CONUNDRUMPAUL WILKE

JANUARY 25, 2013

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HI. MY NAME IS PAUL...AND I’M A RECOVERING CLIENT

MY RAP SHEET

CRIMES: ACROSS INTERNATIONAL BORDERS (US AND ASIA PACIFIC)

VICTIMS INCLUDE: EDELMAN, FLEISHMAN, LEWIS PR, TQPR, TEXT 100 AND MANY MORE

CRIMES: PR REORG, IPO, TRYING TO INTEGRATE MARKETING & PR TEAMS

VICTIMS INCLUDE: MANY IN THE ROOM WHO SHALL REMAIN NAMELESS

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BETTER UNDERSTANDING THE CLIENT

WHAT ARE THEIR HOT BUTTONS?

WHAT ARE THEY TRYING TO TELL YOU?

WHAT SHOULD YOU TELL THEM?

WHAT DON’T YOU KNOW THAT YOU SHOULD?

THE GOOD NEWS: IT’S MOSTLY COMMON SENSE

THE BAD NEWS: IT’S DIFFERENT FOR EVERY CLIENT

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MAKE YOUR MAIN CONTACT LOOK GOOD

MAKING THEM LOOK GOOD IS DIFFERENT FROM DOING EVERYTHING HE OR SHE ASKS

READ THE SIGNS

PROVIDE INSIGHTFUL COUNSEL

LOOK FOR TIMELY WINS

GREAT REPORTING

THEIR DEADLINES RELY ON YOUR DEADLINES

UNDERSTANDING THE CREDIT GAME

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EMBRACE THE JEDI MIND TRICK

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YOUR PERSPECTIVE MATTERS

AVOID THE KOOL AID

KEEP AN EXTERNAL PERSPECTIVE WHILE UNDERSTANDING THE INTERNAL NEEDS

COUNSEL, STRATEGY, TACTICS, RESULTS

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KNOW WHICH HAT THE CLIENT IS WEARING TODAY

BUDGET

RESOURCES

GETTING IT DONE ON TIME

ALL HANDS ON DECK

INFORMATION

CONTENT

MEETING

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VALUABLE TRAIT? EAR TO THE GROUND

UNDERSTAND THE RHYTHM OF THE CULTURE

SHARE YOUR RELATIONSHIPS

LISTEN TO YOUR CLIENT, LISTEN TO YOUR GUT

JOURNALIST KARMA

EXUDE EXPERTISE

SHARE YOUR PASSION

BE INDISPENSABLE

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MEASURING RESULTS

FIND THE ‘WOW’ STAT

WHAT’S THE BOARDROOM TAKEAWAY

WHAT MATTERS TO THE CLIENT?

# OF PRESS RELEASES

# OF ARTICLES, TWEETS, MENTIONS

# OF MEETINGS

SHARE OF VOICE

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WHAT CLIENTS THINKTHEY TALK ABOUT YOU

THEY ARE JUDGING YOU

THEY WILL DEFEND YOU

YOU ARE AN EASY SCAPEGOAT

THEY KNOW YOU’RE JUDGING & TALKING ABOUT THEM

SOME OF THE TEAM THEY LIKE, SOME THEY DON’T

EARLY IMPRESSIONS STICK

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YOU ARE THEIR TEAM

YOU UNDERSTAND THEM BETTER THAN ANYONE THEY WORK WITH

BEWARE OF THE NICKEL AND DIME PHENOMENON

GET AND GIVE FEEDBACK

EMPATHIZE AND SYMPATHIZE

PERSONALITY IS AS IMPORTANT AS YOUR SKILLSET

BE READY FOR CHANGE IN ANY FORM

REMEMBER THIS: NO ONE LIKES THE AGENCY SELECTION PROCESS

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