Upload
maud-davis
View
1.920
Download
0
Embed Size (px)
DESCRIPTION
This is the webinar presentation I gave to Chartered Institute of PR (CIPR) members in February 2012. It provides an overview of my account management training course.
Citation preview
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