Summer is here, meaning days by the pool and family vacations. In the world of public relations, clients are like summer vacations—each one unique, offering its own set of challenges and rewards. From the adrenaline rush of launching a new product campaign to the meticulous planning required for crisis management, every client brings a different vibe to the experience. There are many parallels between PR clients and summer getaways - we’re uncovering the excitement, surprises, and invaluable experiences that come with each.
Family Beach Vacation - This is the client that comes with a lot of baggage (ie. luggage). There are multiple stakeholders to please, and they all have different goals and different ideas of how the journey should go. Where one may want to swim in social media for the entire vacation, another may feel it’s worth spending an exorbitant amount of money at the fancy restaurants of Google advertising each night. It takes expert planning, multiple spreadsheets, several different tactics and a keen level of understanding to get all members on board and keep everyone from fighting and crying. But, in the end, the impact is lasting and the journey helps to build a foundation for future strength.
Budget Trip - The dreaded budget trip. This is the client that knows they have to do something to reach business goals (or to make a family sane), but there is not really enough budget to make it work. This can be a tough plan for a public relations agency that worries taking the trip may not be worth the effort if you aren’t able to do anything once you get there. For these clients, like families on a budget, you’re always working overtime to find little ways to stretch a dollar and make a big impact with a minimum budget. Just like parents may have to get creative with activities for their kids, you have to get creative at creating content or collateral without the budget needed to make it shine. Though the budget vacation may not be as glitzy or glamorous as some other high-priced options, it’s still always worth it to take the trip and make memories.
Bustling Big City Getaway - This is that fast-moving client with all the bells and whistles of a big city vacation. The schedule is tight, there are tours to take, people to meet, restaurants to try and you have to somehow fit in enough time for everyone to take a breath and make sure they’re experiencing it all as it goes by. These clients have the budget to go big, but sometimes the hustle and bustle of busy schedules can be difficult to work around and get quick answers to pertinent planning questions. The competition is fierce, as the best hotels fill up fast, but with proper planning, this type of client (and vacation) can achieve incredible results because there is so much to work with.
Two-Week International Trek - A tourist willing to take on a two-week international vacation is like the client willing to put in the time with a PR firm (like a travel agent) to plan meticulously and put forth effort to make the absolute best of their time and money. It’s a lot of work, months of planning and strategic decision-making that leads to results you will never forget. This client is willing to take risks and step outside of their comfort zone to try new tactics and new places they might not have thought of before. The price tag isn’t small, but the results are worth every penny.
All-Inclusive Resort - The dream client for some public relations firms. They don’t know how to plan, they just know what they want and they’ll let you take the reins to make it all happen. The budget is set and the client trusts you to execute an agreed-upon plan with little oversight so they can focus on other things, knowing they’re in good hands. They just sign off on the big ticket items and the final plan then sit back, relax and take in the view (and great results) when it’s all done.
RV Road Trip - Your most resourceful client in the public relations world. They have a long, long way to go, but they are willing to help drive the way to their success. They aren’t afraid to roll up their sleeves to empty the septic tank and drive hundreds or thousands of miles to get to where they need to be. What this client also gets, is the experience along the way. They learn from the journey - from the mistakes and successes and will use this valuable experience to make the next trip even more successful with you helping to drive the RV.
Grandma’s House - The client you’ve known forever. This is your tried and true. You know what to expect, you know what works. The experience is effortless and the results are predictable and reliable. You know the food will be good, the accommodations comfy and the company even better. This is the client that will continue to come back to work with you year after year because there’s a history that’s unmatched and the results are exactly what they’re looking for.
Though every client and every vacation is different, each is meaningful and worthwhile. You can make a great trip or great plan come together with a smaller budget. You can take on a highly involved plan or international vacation knowing there will be stress involved. But having a strategic partner who’s there to help you overcome the hurdles and see the possible roadblocks ahead will lead to a smoother journey and the best results.
