Every public relations firm and marketing agency can probably tell you a story about the worst client they’ve ever had. For most PR and marketing professionals, working with difficult clients often warrants the expression “grin and bear it.” After all, people-pleasing comes with the territory of providing good client service.
Nevertheless, there are certain things clients can do that make business relationships no longer viable or worthwhile for PR and marketing firms. Here are four indications that it’s time to end things with your client.
1. Unrealistic Expectations
We’ve all encountered clients that have unrealistic expectations of the firms they engage. Maybe you’ve had a unique client in a small, niche market expect an appearance on the “Today” show or to be featured on the cover of a national magazine. Most often you’ll be able to bring the client back down to reality with honest dialogue and open lines of communication — particularly if you can articulate and demonstrate the ways in which you can accomplish your client’s goals through other equally impactful but more realistic avenues.
However, when a client continues to demand and expect unattainable results, no amount of work or measurable success is likely to prove sufficient in their eyes. Don’t let this deter you — a good agency will think strategically and work diligently to earn high-value and high-impact placements by leveraging relationships with media outlets that care about the client’s news. A bad agency makes pie-in-the-sky promises that they’ll get that niche market client on the front page of a national daily newspaper. If your client still can’t accept what’s in the realm of possibility after you prepare and present a PR plan that fulfills their objectives through realistic and doable opportunities, it might be time to call it quits.
2. Failure To Provide Required Resources
Clients that are unable to allocate the funds, resources or time to achieve their PR or marketing goals are failing to provide you with the resources necessary to do your job.
For example, if a client is a manufacturer, your PR and marketing initiatives likely will entail gifting products to relevant journalists and influencers who might then be incentivized to produce content or media coverage about the item. Not only would the client need to contribute merchandise at no cost, but they would also be responsible for covering the cost of packaging, mailing and the production of any necessary collateral materials. Though this tactic is often effective in generating product exposure and enhancing brand awareness, it could result in a price tag that the client may not have included in their annual PR and marketing budget.
Furthermore, a client who is indecisive, preoccupied or not invested in your PR and marketing objectives may miss out on valuable opportunities. For example, a client’s inability to respond to your outreach in a timely fashion may result in a reporter missing their deadline. If a client’s failure to provide you with the necessary resources is limiting your ability to succeed in their campaign, it might be time to consider breaking up.
3. Late Payments
Regardless of whether your firm is compensated via a monthly retainer or an incremental project fee, you should be receiving payment in a timely fashion. Late payments are not only inconvenient for the payee, who has employees and office rent to pay, but they also indicate the payer’s lack of respect. It’s unprofessional and likely in violation of your firm’s contract for clients to go days, weeks or even months without paying for your time and services. The occasional late payment could just be the result of a check getting lost in the mail, but if a client is consistently behind on their payments to your agency, it might be time to cut your losses.
4. Excessive Emotional And Personal Stress
This is perhaps the most severe infraction that can indicate that it’s time to break up with your client. Does your client frequently raise their voice to you? Does your client often criticize you or malign your organization in front of others? Has a client ever threatened your job? Has a client ever put out a request for proposals while you were still working for them? Has a client ever made you or one of your employees cry as the result of excessive nastiness or verbal personal attacks? If the answer is yes to any of these questions, it’s likely time to move on.
Yes, the client is paying you to provide a service. However, no amount of money is worth your employees’ emotional well-being and job satisfaction. When a client continuously belittles or disrespects you or your employees, your firm is likely to lose priceless talent as team members jump ship for a more positive work environment. Any successful executive will tell you that talented employees are your most valuable assets. Don’t risk losing skilled professionals, who are the major contributors to your agency’s profits, for one abusive source of income.
It goes without saying that there are other circumstances that could necessitate firing your client. For example, if you find out that your client is breaking the law (yes, this includes white-collar crimes), it’s likely in your best interest, both ethically and legally, to terminate your working relationship. Consistent lying, plagiarism, flakiness, bullying and other bad behaviors and poor business practices also can serve as the nail in the coffin of your service contract. Though these instances are few and far between, it’s important to be cognizant of your working environment and relationships to ensure success for your clients and yourself alike.
