PR Pros
Once you make your deal with a client, do yourself a favor. Make sure the contract with your client is in writing, signed by both parties and filed before you make another move.
Hey, nobody wants hard feelings, so do the work up front to avoid having a sticky situation arise at the end of the project. In other words, if you think you lost money on a job–then it’s (most likely) your fault–not the client’s. Why? Because if you spelled out what you would and would not do in the time and/or within the budget allotted, then your chances of losing money are very small. (Of course, your desire to please the client by over-delivering is up to you. But that’s another story.)
Clients
I’ve had many clients who balked at a contract. Whether it was too “formal” or they felt put off by the legalese, it can have a chilling effect on the warm-fuzzy relationship you just started with your agency. However, if you’re serious about working with a PR firm, please respect the contract. Though it may seem tedious–or downright impersonal, I’m sure you’ll be glad in the long run that there was clear communication about expectations and goals from moment one.
So get it in writing, bub. Never assume anything. Remember the immortal words of Felix Unger (stick with it until around 4:30):
The economy understandably makes you interested in talking with any and all potential clients. Just watch out for ghosts.
“Ghosts ” go beyond kicking the tires, feeling you out on strategy and discussing fees. They’re the potential clients who could also be called “time vampires,” as they want to meet often and then have you draw up a full-blown proposal and/or contract. Then they disappear. You literally get no response.
Maybe they got cold feet or realized that talking about hiring a public relations consultant was more interesting than working with one. Some feed on your ideas and then decide they don’t need you to implement them. Whatever the case, they’re gone.
Hey, life happens. Cash flow tanks, people change their minds. But when you’ve put hours into meeting with a potential client, researching their needs and drawing up a contract, I say it behooves the ghost to get out his Ouija board and send an email to let you know the deal is off.
So how did I become a ghost buster? A lot of it is instinct and experience. Sometimes you get the feeling that it’s just not a good fit and end it there. I also don’t put too much up-front work into a pitch. I generate a summary proposal and will meet a couple of times, but won’t move beyond that until I get a contract.
Once you trust your instincts, ghosts become less of a problem, leaving you more time to land that “monster” client.
