{"id":17869,"date":"2022-01-28T09:59:00","date_gmt":"2022-01-28T09:59:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=17869"},"modified":"2024-08-28T07:37:50","modified_gmt":"2024-08-28T07:37:50","slug":"pr-client-onboarding","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/pr-client-onboarding\/","title":{"rendered":"PR Client Onboarding: How to Successfully Onboard a New PR Client"},"content":{"rendered":"\n<p>Signing on a new client is the result of <em>significant <\/em>work. You spent hours discovering the client\u2019s PR needs, presenting your agency\u2019s benefits, talking the client though their concerns, and sharing your agency\u2019s measurable value to their overall PR &amp; marketing strategy.<\/p>\n\n\n\n<p><strong>But once they\u2019ve signed (success!), the real work has only just begun.<\/strong> Now is the time to walk them through your agency\u2019s PR client onboarding process. This is where you\u2019ll build excitement and reinforce to the client that they made the best choice with your agency and are in excellent PR hands.&nbsp;&nbsp;<\/p>\n\n\n\n<p>If you\u2019re thinking to yourself, \u201cUm, I don\u2019t really have a client onboarding process in place\u201d, there\u2019s no need to fret. In this post, you\u2019ll <strong>learn some of the best practices for PR client onboarding in a useful checklist you can easily follow step-by-step.<\/strong><\/p>\n\n\n\n<p>Begin to use it with your next new client, and before you know it, you and your team will be in the habit of a professional, repeatable client onboarding process. Now let\u2019s get to work giving that new client a big welcome!<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"#goals\">3 goals for PR client onboarding\u00a0<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#client\">How to onboard a new PR client<\/a><\/strong>\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"#plan\">Draft your PR plan<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#call\">Schedule and host a kick-off video call<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#followup\">Kick-off call follow-up<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#schedule\">Determine a schedule for check-in calls<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#gift\">Send a welcome gift (optional)<\/a><\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"goals\"><strong>3 goals for PR client onboarding<\/strong><\/h2>\n\n\n\n<p>When onboarding a new PR client, there are a number of goals to keep in mind. These will ensure you set the tone for this important\u2014and hopefully long-term\u2014client and agency relationship. Here are 3 of them you won\u2019t want to overlook.<\/p>\n\n\n\n<p><strong>1. Establish your role as the PR lead<\/strong>. You want to convince your new client that they can trust you to take the lead. You will take the PR piece off their ever-growing PR &amp; marketing plate and are set to <a href=\"https:\/\/prowly.com\/magazine\/pr-strategy-template\/\">manage the PR strategy<\/a> and lock down results that tie into their bigger company goals. Let the client know you\u2019re available to answer any questions they have about how PR works, and that you\u2019re happy to provide any client education they need. This all ties in to your next goal:<\/p>\n\n\n\n<p><strong>2. Build trust.<\/strong> The earlier you establish trust with the client, the easier your job will be. There\u2019s no need to explain your <a href=\"https:\/\/prowly.com\/magazine\/pr-automation-vs-pr-tasks\/\">day-to-day PR tasks<\/a> when they know you\u2019ll deliver and report on key results regularly. It\u2019s a big win for you when<strong> <\/strong>there\u2019s less time focused on reassuring them and more time focused on media outreach and getting terrific press mentions.<\/p>\n\n\n\n<p><strong>3. Set clear expectations<\/strong>. You\u2019ll want to remind the client that PR is a marathon, not a sprint, and that there will be investment time spent upfront to get the ball rolling. The first months will be focused on crafting press materials, creating story angles, and <a href=\"https:\/\/prowly.com\/magazine\/media-list-building\/\">building a media list<\/a> across traditional, social, radio\/TV, and online outlets. Point out that the key to a successful strategy will be consistent <a href=\"https:\/\/prowly.com\/magazine\/pr-outreach-guide\/\">media outreach<\/a> and conversations, and leveraging every press mention across their marketing platforms.<\/p>\n\n\n\n<p class=\"purplebox\">Wherever possible, PR client onboarding should include clear PR goals that can later be touched back on. For example, the goal of monthly outreach to the top 25 media outlets you\u2019ve highlighted on their wish list.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"client\"><br><strong>How to onboard a new PR client<\/strong><\/h2>\n\n\n\n<p>The client onboarding process takes just a few steps, but they\u2019re important ones. To simplify the process for you and make it a repeatable habit, we\u2019ve created this checklist just for you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"plan\"><br><strong>1. Draft your PR plan&nbsp;<\/strong><\/h3>\n\n\n\n<p>In your <a href=\"https:\/\/prowly.com\/magazine\/write-pr-proposal\/\">PR proposal<\/a>, you offered some insights into how your agency could approach the clients\u2019 PR goals. Now that you\u2019re officially under retainer, <strong>consider what you\u2019ll need to quickly become a media expert on the client product or service<\/strong>, and make a list.&nbsp;<\/p>\n\n\n\n<p>Will you need an in-depth product demo from someone on their sales team? Will you require a tour of their factory to learn what goes behind their product\u2019s craftsmanship?&nbsp;<\/p>\n\n\n\n<p><strong>Most importantly, this is where you tie your PR efforts into the client\u2019s general PR &amp; marketing plan.<\/strong> Reiterate the marketing goals they shared with you, and share how your agency\u2019s PR efforts will support each goal.&nbsp;<\/p>\n\n\n\n<p class=\"sideline\">For example, if they\u2019re launching a new product next quarter, explain how you\u2019ll be prepping <em>this<\/em> quarter with the development of the product\u2019s press materials, media lists, and outreach plan (something you can manage easily with the help of PR automation software like <a href=\"http:\/\/prowly.com\/\">Prowly<\/a>).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/08\/Prowly-PR-Software-Media-List-1024x536.png\" alt=\"Example of a media list created in Prowly\" class=\"wp-image-16784\"\/><\/figure>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/\" data-wpel-link=\"external\" rel=\"external noopener noreferrer\">TRY PROWLY FOR FREE<\/a><\/div>\n\n\n\n<p>Get specific about the key metrics and benchmarks your team will be working towards, based on what you learned from the client during the proposal phase.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Is their goal to increase visibility of their CEO? Set a goal for the number of business features and podcasts you will send detailed pitches to.\u00a0<\/li>\n\n\n\n<li>Do they want to focus on the announcement of a new global sustainability initiative?\u00a0 Set a goal for the number of press releases, social media posts and website backlinks you want to build out across the internet.\u00a0\u00a0<\/li>\n<\/ul>\n\n\n\n<p><strong>If the client\u2019s goals aren\u2019t crystal clear to you yet, make sure they are on the agenda for the next step.<\/strong><\/p>\n\n\n\n<p class=\"purplebox\"><span style=\"text-decoration: underline;\">To recap, include in your PR plan:<\/span><br>\u2611 The next steps for your team to develop in-depth knowledge of the client product or service, like a full sales demo or factory walk-through<br>\u2611 PR goals that tie in distinctly with the client\u2019s overall marketing strategy&nbsp;<br>\u2611 <a href=\"https:\/\/prowly.com\/magazine\/pr-measurement\/\">Key metrics and benchmarks<\/a> wherever you reasonably can<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"call\"><br><strong>2. Schedule and host a kick-off video call<\/strong><\/h3>\n\n\n\n<p>Here is where you establish your lead role, as we mentioned in the goals above.&nbsp; Create and distribute the agenda in advance, and send any questions your team plans to ask on the call. Get your team ready to walk through your PR strategy draft with the client.<\/p>\n\n\n\n<p>While it may be tempting to schedule this over the phone, <strong>a face-to-face video call with your client and your team is extremely important during this relationship-building part of the client onboarding process.&nbsp;<\/strong><\/p>\n\n\n\n<p>Your client may be new to the inner workings of a PR agency, so take time to explain to them the \u201cbehind the scenes\u201d of your work. Start with <a href=\"https:\/\/www.semrush.com\/goodcontent\/content-marketing-blog\/how-to-write-an-introduction\/\" target=\"_blank\" rel=\"noreferrer noopener\">introductions<\/a> that explain each team member\u2019s background, expertise, and agency role so that your new client feels personally connected with each of them.\u00a0\u00a0<\/p>\n\n\n\n<p>If you\u2019re like most PR agencies, the client will walk away feeling like they\u2019ve retained a PR strategist, copywriter, social media expert, and media pitch pro all in one package!<\/p>\n\n\n\n<p class=\"purplebox\"><span style=\"text-decoration: underline;\">Include in the agenda:<br><\/span>\u2611 An overview of what they can expect in the first 30 days<br>\u2611 A detailed list of what you\u2019ll need from them to <a href=\"https:\/\/prowly.com\/magazine\/company-press-kit-examples\/\">set up their press kit<\/a><br>\u2611 A request for any additional demos you\u2019ll need to act as a product or service expert on their behalf<br>\u2611 Time to share an <a href=\"https:\/\/prowly.com\/magazine\/learn-best-effective-brand-newsroom-concepts\/\">example of the exciting online newsroom<\/a> you\u2019ll create for them with all of this information, and how you can easily collaborate on press releases there together (Again, PR software like <a href=\"https:\/\/prowly.com\/magazine\/learn-best-effective-brand-newsroom-concepts\/\">Prowly<\/a> makes this a breeze!)<br>\u2611 Time to discuss any upcoming <a href=\"https:\/\/prowly.com\/magazine\/product-launch\/\">product launches<\/a>, company announcements, or corporate challenges your agency should know about.<strong> <\/strong>It\u2019s very important that the client sees your agency as a part of their internal team so that your PR efforts don\u2019t run into any surprises along the way, like product launch delays or a company lawsuit<br>\u2611 Time for client questions at the end of the call<br>\u2611 Next steps. On this call, you don\u2019t need to set the stage for months out. In fact, it\u2019s better to focus on the first month and the tasks you\u2019ll need to complete together<br>\u2611 Wrap-up with the 3 or 4 steps they can expect next<\/p>\n\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"03d9cfd4-087c-4016-b4c0-b09fe596d07f\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1792151700000-5256321762\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1792151700000-5256321762\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"followup\"><br><strong>3. Kick-off call follow-up<\/strong><\/h3>\n\n\n\n<p><strong>Don\u2019t forget to follow up afterward with an email that recaps the call notes and next steps.<\/strong> Everyone appreciates a good follow-up recap with clearly stated assignments.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"schedule\"><br><strong>4. Determine a schedule for check-in calls&nbsp;<\/strong><\/h3>\n\n\n\n<p>This need varies by client, but <strong>a good rule of thumb is to start with weekly calls in the first month<\/strong> as you prepare the client\u2019s online newsroom, press photos, and media training.&nbsp;<\/p>\n\n\n\n<p><strong>After that, monthly calls are common<\/strong> so that you and your team have time to make progress and bring results to each call. Once the regular check-in schedule is agreed upon, follow up immediately with calendar invites to ensure you\u2019re on their calendar.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"gift\"><br><strong>5. Send a welcome gift <em>(optional)<\/em><\/strong><\/h3>\n\n\n\n<p>It\u2019s not required, but<strong> a welcome gift is a small gesture that can give a big first impression. <\/strong>The gift can be as simple as a box of gourmet sweets or a bouquet of flowers for the client\u2019s office, with a note thanking them for their trust in your agency and your excitement about working with them.&nbsp;<\/p>\n\n\n\n<p>Some PR agencies like to send a gift that will prove useful to the client for upcoming PR opportunities, like a podcast microphone or portable desk ring light.<br><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/12\/LN-Blog-post-promotion-on-social-02-1-890x1024.png\" alt=\"Onboarding a new PR client: checklist by Prowly\" class=\"wp-image-18327\"\/><figcaption class=\"wp-element-caption\"><span class=\"has-inline-color has-cyan-bluish-gray-color\"><em>Source<\/em>: <\/span><em><a href=\"https:\/\/www.pinterest.com\/prowlypr\/_saved\/\" data-type=\"URL\" data-id=\"https:\/\/www.pinterest.com\/prowlypr\/_saved\/\"><span class=\"has-inline-color has-cyan-bluish-gray-color\">Pinterest<\/span><\/a><\/em><\/figcaption><\/figure>\n\n\n\n<p><br><strong>With this upfront investment in a PR client onboarding process, you\u2019ll reap big rewards.<\/strong> The client will feel relieved to know you\u2019re at the PR wheel leading an agency team focused on getting them PR results, and your team will feel content knowing the client trusts them to lead their new and exciting PR journey.<\/p>\n\n\n\n<p>You\u2019ll be well on your way to a solid, long-term relationship, and hopefully a few future referrals from them down the road!<\/p>\n\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"1436cdb1-edca-431c-bbc8-9b5395eaf9bb\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1792151700000-3561329147\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1792151700000-3561329147\"><\/div>\n\n\n\n<p><br><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Cover photo by Jason Goodman<br><\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Signing on a new client is the result of significant work. You spent hours discovering the client\u2019s PR needs, presenting your agency\u2019s benefits, talking the client though their concerns, and sharing your agency\u2019s measurable value to their overall PR &amp; marketing strategy. But once they\u2019ve signed (success!), the real work has only just begun. Now [&hellip;]<\/p>\n","protected":false},"author":291,"featured_media":17870,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[353],"tags":[],"class_list":["post-17869","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-client-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PR Client Onboarding: How to Successfully Onboard a New PR Client<\/title>\n<meta name=\"description\" content=\"How to successfully onboard a new PR client? Follow an easy five-step process to PR client onboarding and find out for yourself. Free checklist inside!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prowly.com\/magazine\/pr-client-onboarding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PR Client Onboarding: How to Successfully Onboard a New PR Client\" \/>\n<meta property=\"og:description\" content=\"How to successfully onboard a new PR client? Follow an easy five-step process to PR client onboarding and find out for yourself. 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