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How 10 Minutes Daily Can Save Your Client Relationships
By: Mike Bush
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There are certain PR responsibilities that I’ve never been fond of handling. One of my all-time least favorite things to do is to maintain a clips book for clients. When things are going great and you’re regularly securing quality earned media, it almost seems unnecessary, because you’re sending your client regular updates with good news.

The irony, of course, is that this little project never takes more than 5 or 10 minutes per day (10 minutes every day means things are going amazingly well…or amazingly not well).

Of course, PR can be fickle, today’s trend can become yesterday’s fad, and past performance is no guarantee of future success. However, here are three reasons to be disciplined enough to keep a clips book, and occasionally drop your best work into an online folder for a rainy day.
  • Sometimes your client isn’t newsworthy. It happens. Maybe development got held up on a new widget, and during the delay you’ve gone out searching for new speaking opportunities and opportunities to be a guest contributor. Both of those tasks can take time, and a month without results can often damage your client relationship. Having a clips book to fall back on (highlighting that when your client gives you materials to work with, you respond) can help to start a new conversation. “Mrs. Client, we’ve done great work together already, and I’d like to spend some time with you making sure we’re staying on that track.” Aristotle might call this an appeal to ethos (credibility). I’d call it a way to buy yourself an extra month and get things back on track.
  • Media begets media. How many of your clients want to speak at a conference in their field? Guess what? A quick reference guide of where your client has been featured can sway conference planners. “He’s been regularly featured in the media” vs “She’s been featured in USA Today, TechCrunch, and Dark Reading” might be two very similar sentiments, but I’d wager that the latter gets the speaking gig about 95% of the time (all other things being equal).
  • Sometimes, it’s time to move on to a new gig. Whether it’s corporate downsizing or a large client leaving a firm, most folks who are laid off or let go don’t get much time to “pack their bags.” Regularly dropping your best work (and clips) into an online folder makes sure that when you’re “shown the door,” you’re already prepared for a window to open.

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About the Author
Mike Bush is a PR and Marketing freelancer with more than a dozen years of experience in the field. Find him on and connect Twitter @mikebush or at www.mikebush.nyc. 
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