PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Satisfy the client – a reality or an elusive dream?

As in everything else, so in the client-agency relationship, there is no magic formula for success

11/08/2016
in Opinion
2 min read
Satisfy the client – a reality or an elusive dream?

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Daniel Hajden, Senior Adviser, DIALOG komunikacije

In this day and age when we have any information available with just one click of the mouse, we often witness how companies, literally overnight, change their PR agencies and seek for a better, often cheaper service somewhere else. Whether the reasons are justified or not, it is in no one’s interest to spend valuable time on tendering and the search for a new PR partner because the process itself can last for several months. Agencies will thereby spend hours, days and weeks to devise the best communications strategy for the potential client. As in everything else, so in the client-agency relationship, there is no magic formula for success, but there are a number of steps that will result in successful cooperation.

Trust is the key to everything and it is the foundation of a quality and long-term client-agency relationship. If trust is absent or eventually deteriorated, it will be reflected on the work done, which is not in the interest of the client, and therefore not in the interest of the agency.

In public relations we often hear the term “teamwork”, and this time I would put it in the context of the client and the agency. The client is the one who has the final say in everything, but the task of any agency is to point them to the possible failures of a specific campaign, and timely focus them to “the right path”. At the end of the day, both sides have the same goal. Agencies may not have all the information regarding the internal procedures of their clients, but for that very reason they can see things from a different angle, and this is their comparative advantage, which must be utilized.

We can often hear how agencies agree to unrealistic expectations of their clients, all in order to retain or obtain business. This is not profitable in the long-run. Honesty is valued, and it is also one of the postulates of a quality business relationship. Never promise what you can’t deliver, because it will backfire. Our colleagues from the Ketchum global network often point out: “Under-promise, but over-deliver.” Honest communication will open all the doors, and the client will gain confidence in you that you so much desire.

Being one step ahead of the client is a step toward success. Listening, research, information and proposing ideas are just some of the ways you can contribute to your client’s business. Often the proposed ideas will be rejected, either because of a difference of opinion, or because of the limited budget, but the enthusiasm and hard work will always pay off in the end, and the client will understand that on the agency side they no longer have a mere executor, but an equal partner in business.

Sometimes it’s very difficult to show how much time and effort was invested in a project, and it’s almost impossible to express it all in detail through figures. It is therefore important that the client is at all times familiar with every aspect of your engagement, and that they know what you spend your precious time on. For this purpose, there are semi-annual and annual evaluations. But it’s often enough to inform the client in advance that a certain activity will take more time than you planned. The result will certainly not be absent, and the extra points you get for it at the client side are another indicator that your relationship is going in the right direction and that you can hope for long-term collaboration.

Tags: agenciesClientsDIALOGDialog komunikacije
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