Advice on Client Account Management

From the start to the end of a PR project, what are the main responsibilities of the PIC, and what do you consider to be the most important aspects?

As the Person In Charge (PIC) - think of this role as 'the captain of a cruise ship' - my main role involves steering the team toward a smooth and successful journey. It begins with understanding the client's needs, which is crucial to ensure that we’re not just sending a message in a bottle, but truly aligning our project with their vision.

Communication is the lifeline; the PIC acts as the bridge between the client and the team, facilitating a smooth flow of information and providing timely updates on our progress. I’m responsible for project planning and management, which involves creating a detailed project plan, allocating resources, and making sure that tasks are completed on schedule.

Risk management is another key aspect of the PIC’s responsibilities. We identify potential risks and develop strategies to mitigate their impact, ensuring we don’t hit any icebergs along the way. After project completion, we gather client feedback to assess our effectiveness and provide recommendations for future improvements.

Among all these duties, understanding the client's needs and being able to respond quickly with solutions is paramount. It directly influences the success of the project, and we strive to ensure that we meet and exceed expectations every step of the way.

When working with global clients, how do you adapt to cross-cultural differences?

When it comes to cross-cultural differences, especially when dealing with clients from various regions, the dynamics can be quite diverse. In Western countries like the U.S. or the UK, communication tends to be direct and straightforward. In contrast, my experience with multiple Chinese clients has shown me that countries like China or Japan often prefer a more indirect approach, where subtlety and non-verbal cues can be seen. For instance, a Chinese client might smile or nod during a meeting to show agreement or understanding, even if they have reservations. Or sometimes, instead of saying "no" directly, a Chinese client might say, "that could be challenging," or "we need to think about it more." This indirect way of communicating can signal hesitation or disapproval without confrontation. Therefore, it’s essential for us to remain sensitive and ready to navigate the diverse customs and values of our global clients.

Active listening is vital; maintaining an open attitude during discussions and genuinely considering clients' opinions and feedback ensures that their perspectives are fully understood. Adaptive communication is equally important, requiring us to adjust our communication styles based on the client's cultural background. This means using clear and straightforward language while avoiding slang or culturally specific expressions. Building trust through transparent and honest communication is key to making clients feel valued and understood.

Lastly, continuous learning about various cultural dynamics enhances our adaptability and responsiveness to client needs. These strategies facilitate effective navigation of cultural differences in global collaboration, promoting strong working relationships.

What do you think is Eleven International's unique style and attitude towards clients? How does it differ from other agencies?

Eleven International adopts an open-minded attitude. We embrace the diversity of different cultures and are committed to developing the best solutions tailored to the needs of clients from various backgrounds. Our diverse team is a melting pot of ideas, comprising individuals from around the world. This allows us to better adapt to the needs of clients from varied backgrounds and countries, unlike other agencies that may have a more singular and traditional approach.

At Eleven International, everyone has a fair shot at innovation, equal opportunities, fostering an environment where we can innovate boldly, express our opinions, and contribute to a highly inclusive international agency. This style enables us to provide clients with more innovative, open-minded, and strategic recommendations.

How do you manage Eleven's client expectations, especially when facing large, complex cross-border PR projects?

Here are a few of the strategies that I tend to keep in mind with larger PR projects:

Clear Communication:

We engage in detailed communication during the project initiation phase to ensure that client expectations align with our capabilities. For example, in a product launch project involving multiple countries, we held several meetings with the client to clarify the goals and key performance indicators (KPIs) for each market. This way, we ensured that the client had a clear understanding of the project's progress and potential challenges.

Setting Realistic Goals:

When discussing project objectives with clients, we help them establish realistic expectations. For instance, in a cross-border PR campaign targeting the US market, we analyze the market conditions of different countries and collaboratively set phased goals with the client for evaluation and adjustment at each stage. This approach allows the client to see incremental results rather than expecting to achieve all goals at once.

Provide Data Support:

We use market research data and industry case studies to support viewpoints, helping clients understand the current market environment and trends. For instance, if a client wants to achieve quick results in a competitive market, we can provide data on competitors' performances to explain why it may take longer to meet expected goals.

Regular Updates and Feedback:

During the project implementation, we ensure that clients receive regular updates and feedback. For example, in a brand promotion project involving multiple media channels, I established weekly or bi-weekly progress reports to show the client our work progress, achievements, and challenges encountered. This kind of transparent communication helps clients feel involved and reduces unnecessary anxiety.

Flexibility in Responding to Changes:

Cross-border projects often encounter unforeseen changes, such as market reactions or regulatory adjustments. I communicate these changes to clients and propose corresponding adjustment plans. For example, in a campaign targeting Walmart promotion week, we needed to quickly adjust our promotional content due to regulatory changes. I worked closely with the client to develop new strategies to ensure our messaging complied with local requirements.

Building Trusting Relationships:

Through ongoing communication and transparent operations, I strive to build trusting relationships with clients. In a long-term brand partnership project, I not only focus on project execution but also actively seek to understand and help shape the client's long-term strategies and vision. This in-depth understanding helps me better manage client expectations and provide professional advice when needed.

Eleven has a diverse client base, from tech startups to world-renowned tech giants. How do you adjust your management approach to accommodate different types of clients and their paces?

When working with different types of clients, I tailor my management approach based on their brand, product, and cultural characteristics. For tech startups in the US, the environment is typically more flexible, requiring more creativity and rapid iteration. In such cases, I encourage innovative thinking and maintain frequent communication to respond quickly to their needs.

Conversely, with globally recognized tech giants in China, the process tends to be more strictly enforced and standardized. Here, I focus on meticulous attention to detail, ensuring that every aspect of our work meets their exact standards, while maintaining formal communication to ensure accurate information transfer.

Written by Mindy Liu ( Mindy L ) Account Manager at Eleven International

Delve into our blog for more thought-provoking articles, tips, and the latest trends:

Blog | Eleven International - Public Relations and Communications Services (11.international)