Introduction to PR Account Management

Welcome to our PR webinar

Introduction to Account Management

by Maud Davis

CIPR approved trainer

At the end of this webinar you will be able to:

Identify what good account management is.

Learn the importance of balancing delivery

with profitability.

Take control of your accounts.

Build good client relationships.

Better manage people.

Learn how to deal with common difficulties.

What is PR account management?

What is PR account management?

Good account management is…

5 tips for good account management

1. Be strategic – focus on the end goal.

2. Have early warning systems in place when

overseeing projects.

3. Be a good listener, as well as a talker.

4. Cultivate good teamwork.

5. Take care of yourself – don’t run on ‘empty’.

Account management skills

Profit

Client relationship

Delivery

Managing the team

Wanted - good account managers

Balancing delivery with efficiency

delivery efficiency

Take control of your own time

Take control of client requests

Be strategic – use the Boston Matrix

Problem Children

Stars

Dogs

Cash Cows

Market Growth

Market

Share

High

Low High

5 tips for taking control

1. Clear contract, clear roles,

2. Monitor progress.

3. Adapt to changes. Be decisive.

4. Find your own rhythm and schedule around it.

5. Learn to say ‘no’.

Client/consultant relationships

“Can you do this for me”

“Help me think”

What clients want

Delivery

Knowledge of sector

Right level of support

Creative solutions

Regular communication

Right chemistry

Proactively identify opportunities

Demonstrate PR success

Source PR Week/Mischief survey, Sept 2007

Deepen Align Engage Partnership

4 steps to good client partnerships

5 tips for building successful client relationships

1. Spend time upfront, finding out about them,

their business and their problems.

2. Don’t over promise and always be transparent.

3. Use the phone.

4. Don’t become complacent. Find new ways of

doing things better.

5. Show them, rather than tell them (actions

speak louder than words).

Team management

Manager styles

Not enough to be ‘nice’ or ‘tough’

Have to be both…and more

Director, democrat, involver, consultant

Use most appropriate manager style at most appropriate time

How to delegate

5 tips for managing people

1. Invest in the relationship by getting to know

them personally.

2. Communicate clearly and concisely.

3. Lead by example.

4. Praise is easy. Encourage improvement

through constructive feedback.

5. Generate a culture based on teamwork.

Overcome difficulties

If you

can’t change them,

change the way

you deal with them

Push back

5 tips for dealing with difficult people

1. Learn to spot the signs in advance and head

off the problem if you can.

2. Think before you react.

3. Learn how to act assertive, even if you don’t

feel it.

4. Keep discussions non personal.

5. Pick your battles – don’t get involved unless

it’s worthwhile to you.

Thank you – any questions

@maudiemo

www.mauddavis.com

For more practical tips and

details on my training

courses

2012 dates for your diary

28 May 2012

25 September 2012

5 December 2012