Valley PR Blog

How to make sure your clients give you a sporting chance

By Linda VandeVrede on December 9th, 2007 In Advice

Today’s (Sunday) Arizona Republic Career Ladder section profiles Jeff Golner of JFG Consulting.  His advice to others who desire a career in public relations is to remember that “constant communication with clients is a must.”   He shared some of this with me this past week over lunch, saying those in PR should “never assume [your] clients know what [you're] doing.”

An Arizona native, Jeff has focused on sports PR for much of his professional career, with internships and full-time positions with the Colorado Rockies, Arizona Diamondbacks, and Phoenix Desert Dogs.  He formed JFG Consulting in 2005 to help sports-related businesses with their public relations, events, and strategic alliances.  A few of his current clients include Golfland Entertainment Centers (Big Surf, Golfland/Sunsplash & Waterworld), as well as companies in other non-related fields, such as Kleen Concepts and CAIG Laboratories.  

It sure is easy when you’re an independent to assume that your clients are intuitive, and that of course they understand that you’re trying to help them reach their PR goals.  Big mistake, as Jeff and I both agreed.   Both of us have been in situations where we’re working hard to improve a company’s PR program and build relationships strategically, only to be pulled up short when a client gets uneasy and feels nothing is being done.  The uneasiness is usually due to their perception that —  in much the same way you hire a cleaning service and a couple of hours later, presto!  you see the results immediately — you hire a PR professional and a week later, presto!  you’re in the major headlines. 

It reminded me of the most surreal experience of all that I had with a client.   He was a successful entrepreneur who had recently moved to the Valley and was starting up a new venture.   We met over coffee, discussed the goals, I delivered a PR plan that spelled out what I would do, and then set to work.   About six weeks later, he called me and the phone conversation was not pleasant.  After some brave probing on my side, I suddenly realized that he expected sales leads from me, and programs to build customer lists nationwide.    PR and sales meant the same thing in his mind.   Talking to editors was fine, but he wanted that sales phone to be ringing.   We mutually agreed to part as friends, and he went on to find the sales expertise he needed.

So Jeff’s advice is on the money – as communicators, we have to communicate.  I personally have to move away from that nagging feeling that it’s tooting my own horn, and realize that most people are only halfway through that ESP class.

You can reach Jeff at jeff@jfgconsult.com, 602-725-3471.

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