Transparency – a client told me recently that one of the reasons she liked working with me is that D Digital is transparent. It was a lovely compliment, but it is quite telling about how some online music PR’s operate. We are always honest. PR’s can have a reputation for bending the truth, but I think when it comes to your clients, you’ve got to tell it straight. If an artist is under performing, you need to communicate this, your on the pay roll to achieve results, but really a client is employing you for your experience and your contacts… I would council any online music PR professional, to keep your client in the loop… even if it’s not good news, if you communicate clearly in a timely fashion, and come up with solutions to problems, then they will trust and value the work you do.
Keep reports detailed and on time. Don’t give them in late or with fuzzy detail
Keep your client in the loop – don’t be afraid to call / email… some PRs don’t want to bother their clients too much, but they are paying you to bother them. Chase them, they want results and they don’t mind if you keep on them if you need answers in order to achieve results.
Give them the bad news – bad news is hard to deliver sometimes, but if you have a plan and a solution in mind, then it shouldn’t be a problem for long