The good, bad and ugly of going beyond standard client relationships

In the world of client management, when we tap into our ability to offer services and worth beyond straight media relations, to different clients simultaneously, we apply that oft-used buzzword: "synergy."

It can be a boon to clients and a demonstration that you can deliver something beyond PR and marketing. On the other hand, it may come with a high price that can run the gamut from unforeseen circumstances and outcomes to a clash of personalities or egos that, if not properly managed, can actually harm your relationships.

Here’s a road map to the range of scenarios:

The good

Like-minded but not competitive: When clients have the same public relations goals—for example, they're looking to get attention from the same types of media outlets—it's a sure way for them to complement each other.

Mutually beneficial: In the best of all worlds, multiple clients, and therefore you, win. This can also grow into a long-term relationship leading to multiple opportunities.

Hero to both: When this works well, you have effectively killed two birds with one stone, making both (or more) clients happy while helping them achieve their PR goals. This can also create a case study that demonstrates a clear value to your client roster.

The bad

You stay neutral, like Switzerland: You obviously can’t play favorites. Clients expect and deserve your equal attention and, hopefully, will get the their share out of the relationship. You’re walking a tightrope.

One partner doesn’t keep up end of bargain: If you barter a relationship only to have one client not meet set expectations, it leaves you and your other client(s) in a potentially damaging position.

Press favors one over others: The deal is done and both your partners brought it, but in the end only one gets love. Sure, you made one client happy, but left another with a potentially bad taste in their mouths.

The ugly

Complete and utter disdain: Personalities clash and clients can fight to vie for your attention. You’re left playing divorce lawyer while trying to maintain custody of both.

Crisis on both ends: Instead of creating happy clients, you have multiple unhappy parties that are pointing fingers at you.

Cleaning up multiple messes: You do more harm than good and all the additional work was for naught. You’re left doing damage control on your own creation.

These are a few of the possible outcomes, so it pays to make sure you go in with your eyes wide open to prevent any negative outcomes.

The bottom line is, while a marriage of tactics and goals is often good for agencies and clients, there is a chance that it could go south. Be prepared.