As a PR professional, it may be easy to get caught in a rut of approaching your clients as just items on your to-do list. But, being successful at PR is not just about landing the most media coverage or building social media presence for a client; it’s also about forging positive and empowering relationships that push your clients to be the best that they can be.

So how do you do this?

Know Your Brand

For starters, you need to familiarize yourself as much as possible with the brand, to the point that you feel that you’re not speaking as a separate entity, but truly as a part of the brand. Remember, it is you who is trying to bring out your clients voice, so this voice must come from within!

To familiarize yourself with the client, the best that you can do is listen and watch. Ask the client a variety of questions that will bring forth both a concrete and an abstract understanding of what they are all about. Beyond discussing, examine their website and existing social media from top to bottom.

Cheerlead!

Use your available resources, such as social media, newsletters, and press releases, to let the public know how amazing your client is, and how their products and/or services are a creative and innovative contribution to the industry. Remember- the more that you familiarize yourself with the brand first, the more that you can genuinely be proud to promote them- which will come across as much more convincing and genuine in the long run.

Inspire

Especially if you are helping a start-up or small business, it is normal and expected that they will at times become disillusioned and disappointed if they aren’t getting as much coverage as they would like.

The key? Don’t make false promises, and don’t exaggerate. Be realistic, and be encouraging. Make it clear that you are by their side to help them accomplish their dreams, even if it takes time and if the forecast looks dreary.

You are in it together.