Intern Insights: Know your Client
Knowing your client should be a top priority of a public relations team. But what does this really mean? While this rule is stressed in my classes, I didn’t realize what goes into understanding a client until I started interning. Knowing your client doesn’t just include understanding company goals and values. It also includes researching industry trends, checking up on competitors, staying up to date on industry news and always maintaining open communication with the organization you’re representing.
One of our clients at Full Circle PR is part of the lighting industry. I have been able to work with Caitlin on this account and have learned a lot about the industry during my time here. While I still have plenty to learn, I know a lot more than I did a month ago.
When I first started at Full Circle PR, I had no idea how you would represent a client in the lighting industry. At my previous internship, I worked primarily with clients in the luxury business and spent a significant amount of time pitching and corresponding with editors. Working with a lighting client is completely different. I’ve spent my time researching competitor strategies, compiling reports, writing blog posts and brainstorming ideas for social media sites. I’ve also realized that lighting is not the only industry to be knowledgeable about. Corresponding industries, such as interior design and architecture, are important, too.
Knowing your client – and their audience – will make or break your relationship. I’d like to hear what experiences others have had working with new clients and industries.