The Perfect Client

Little over a month ago, a friend and ex-colleague of mine who nows runs her own PR agency in Madrid, launched an innovative new campaign to find the perfect client. The campaign consists of a competition that potential client companies could participate in so as to try and win the first prize of 3 months free PR. All they had to do is supply a good briefing and explain concisely what is required of the agency. In order to be considered the ‘Perfect Client’, they also had to fulfil at least 3 of the following criteria, which I will share with you here because they are something that, after so many years in the business, we can all relate to highly.

The ‘Perfect Client’ is hence one that:
- Knows how to provide a clear briefing
- Congratulates the PR agency when a job is done well
- Doesn’t look to be on the front page of a national daily come what may, because it knows that sector specific media are or can be more important
- Doesn’t ask over and over again before a press conference: “How many journalists are coming?”
- Doesn’t want to hold a press conference every fortnight and distribute a press release per week (unless it can be justified)
- Doesn’t expect journalists to drop everything to cover their event, because no matter how important it might be, sometimes other breaking news stories take priority
- Can be flexible with budgets so that, although not limitless, they allow for a creative or newsworthy action that makes the agency’s work easier
- Looks upon the agency as a member of it’s own team and not an external supplier of solutions to problems
- Doesn’t prolongue to approval of materials until editorial deadlines have passed and the opportunity has been missed
- Is willing to do interviews, and if not, then doesn’t complain because the media never publish interviews with them
- Trusts the agency to do what it does best - COMMUNICATE on its behalf - and doesn’t leave it to find out important things about the company from third party sources
- Is realistic about the budget and what it can do with it
- Has an open and fluid relationship with the agency and doesn’t squeeze its time with the agency into the five minutes between sales meetings.

As soon as I find out who the winner was, I’ll let you know.