8 Client Personality Types Every PR Pro Knows

How to spot them, what to watch out for, and ways to win them over

In the world of public relations, you encounter so many different personalities throughout the ranks of a company. It's one of the things I love most about this business. But with all the people we rub elbows with, you'd think we'd have some sort of guidebook by now. In my 15 years of experience in communications, I've had the pleasure—and let's keep it real—sometimes challenge, of working with a wide array of characters. Here's a list of the 8 most common personality types you'll meet in this business.

Which ones do you encounter the most? Did I miss anyone? Comment below!

The In-House Comms Leader

Key Characteristics: Current or former PR practitioner or even a past journalist who's now heading up communications. May have a small team of direct reports or act as the sole PR resource for a company.

Watch-Outs: They often have high expectations and can be a stickler for details and processes. Since they are accountable to numerous internal and external stakeholders, they are often under enormous pressure in their roles—and for those of us who've been in their shoes, we know what it's like.

How to Win Them Over: Act as an extension of their team and be a true partner. Get ahead of them as often as possible and anticipate their needs. Underpromise and overdeliver. Make them look good.

The Star

Key Characteristics: Exceptionally talented, charismatic, eloquent and well-liked by press.

Watch-Outs: Their stardom may overshadow their colleagues, creating tension and causing you to get pulled into office politics in the process.

How to Win Them Over: Capitalize on their strengths while keeping the focus on the brand. Develop strategies that leverage their brilliance to enhance the company's visibility and balance the use of others on the team so all key players have ample opportunity to shine.

The Visionary

Key Characteristics: Unconventional thinker, innovative; often thinks light years ahead of everyone else.

Watch-Outs: Their rebellious nature may challenge traditional PR strategies. If your plan or approach sounds like something everyone else is doing, think three (or four!) times before sending.?

How to Win Them Over: Embrace their unique perspective and present innovative PR approaches that align with their vision and demonstrate your ability to think outside the box. Have a wild idea that’s never been done before? This is exactly the type of client who may go for it.

The Fame Seeker

Key Characteristics: Always eager for PR, rarely turns down an opportunity.

Watch-Outs: This client type may chase short-lived PR 'hits' rather than long-term strategy. At the heart of this almost addiction-like desire for attention could be their wanting to align with the 'right' circles so they can make their next career move. This personality type will most likely keep you in reactive mode since they will constantly check out what their competitors and peers are doing and complain at every turn about why you haven’t delivered similar results for them (even when you have!). ?

How to Win Them Over: Educate them on the value of consistent, strategic PR and why some opportunities are not strategically aligned for them or would not be the best use of their time. Show how a well-planned approach can lead to sustainable growth and reputation-building over the long term.

The Power Couple?

Key Characteristics: Dynamic duo, often found in startups or small businesses. Frequently, this will be a married couple, but it can also be platonic co-founders with a distinct yin-yang quality to them.

Watch-Outs: Balancing the needs and personalities of both individuals, especially when their perspectives differ, getting caught up in "good cop, bad cop" antics or possibly—relationship drama.

How to Win Them Over: Forge strong relationships with each and find common ground. Create strategies that showcase their collective strengths and address their individual needs.

The Skeptic

Key Characteristics: Questions the value of PR at every turn; data-driven. Most likely to ask for a direct correlation between PR and sales ??, or for a guaranteed number of placements ??. ?

Watch-Outs: May require extra convincing to invest in PR, which might not be worth it.

How to Win Them Over: Think RECEIPTS. Agree to reasonable metrics from the get-go so you can present measurable results and ROI. Use case studies and industry benchmarks to illustrate the tangible benefits of strategic PR efforts.

The One Who’s Uncomfortable Talking about Themselves

Key Characteristics: Often, this is a more introverted, humble personality who may feel that self-promotion is "cringe." They are deep thinkers who, when prompted to give answers to questions, will give you the most well-thought-out responses. They are a PR dream once you overcome the hurdle of their initial wariness about putting themselves out there.

Watch-Outs: They may prefer a more low-key approach to PR that puts less focus on them as individuals and instead emphasizes topics that are in their wheelhouse and areas of expertise.

How to Win Them Over: Focus on opportunities with depth, such as written responses, podcast interviews, and speaking engagements with more intimate, like-minded audiences.

The Self-Made Hero

Key Characteristics: Ambitious, driven, passionate—and a voracious reader who's often into self-help subjects. Moves with a sense of purpose since they are keenly aware of the communities they represent. This client likely grew up underprivileged and is proud of it; they may have overcome challenging circumstances such as being raised by a single parent, growing up in poverty, or being a first-generation American coming from a family of working-class immigrants.

Watch-Outs: This personality prioritizes loyalty and authenticity more than most. They balk at corporate-speak and bristle at anyone who went to a “fancy” school and brags about it, or shows up to meetings in thousand-dollar suits. People like this often have a heightened ability to read others and don’t hesitate to call B.S. when they see or hear it. They also are likely to push back if you try to coach them to speak in ways that appear as though you are trying to change who they are fundamentally—or make them more 'appealing' to the masses.

How to Win Them Over: This is a great opportunity to leverage your street cred if you have any. Even if not, you can lead with authenticity and transparency in your interactions with this client and share your own experiences of overcoming challenges. Focus on substance over a style that might seem “too slick” or full of jargon in your communications and strategies. Always keep it ?? with this client, and you will soon demonstrate that you have their best interest at heart.