Balancing Client Onboarding with Quick Wins in Public Relations
The first few weeks of a PR partnership can make or break long-term success. They're full of excitement, expectations, and pressure to deliver fast. Why is it then that 80% of client churn occurs within the first 90 days of a new business relationship?
Many factors can contribute to a client deciding that their new communications partner isn't right for them, such as unclear expectations, a bumpy onboarding process, and poor client communication. By the time a client signs the contract, they've gone through an extensive vetting process and are READY TO GO. On the other hand, the challenge for communications partners is to balance onboarding and clear communication while satisfying their clients' need for quick, tangible results.
Businesses can vet prospective partners to make sure they find the perfect fit. During a strong and effective onboarding process, the team dives deep to enhance its understanding of the new client, builds a strategy, and finds quick, early wins to demonstrate its value to the client while developing a proactive strategic plan.
Why Deep Discovery Builds Stronger Partnerships
First, let's explore why it's so important for communications partners to get to know a new client. Your new strategic partners should act as an extension of your internal team—an invested partner who can talk about your business as fluently as you can. That requires a deep discovery process to understand your industry, competitors, clients, and goals. Aligning on short- and long-term objectives builds trust, prevents missteps, and lays the foundation for a strong communications strategy.
Building a Strategy That Balances Speed and Substance
However, a good communications firm knows that its clients expect results and a return on their investment. As such, they need to secure quick wins while getting to know you. However, those quick wins will be more impactful if they're tied to the broader strategy and your company's objectives.
A communications strategy should begin with a narrative and messaging, which set the tone for future campaigns and other communications efforts as you move forward. Next, your new partners should develop a plan that leverages various tactics and channels to match efforts to the right media mix.
It's important to note that a strong communications strategy leaves room for flexibility. Opportunities can arise unexpectedly, and your communications firm should help you capitalize on them, adjusting the plan as needed if the opportunities align with your objectives. Similarly, any opportunities the team secures for you in the early days of your partnership
Balancing Early Results with Strategy
Quick wins don't just build excitement. They demonstrate that your new partners understand your voice and can deliver meaningful visibility even before the long-term strategy is fully launched. For example, your communications firm will begin formulating ideas and pitches as it gets to know your leadership and spokespeople. Then, they can start early media outreach, pitching relevant stories that tie them to timely news cycles while your strategy takes shape. In addition to media relations, the team can also identify content opportunities, such as blogs and social media posts, to generate momentum. Your new team’s early efforts should demonstrate its growing understanding of your firm and build confidence in the partnership.
How to Vet a Communications Partner for Strategic Fit
Choosing the right PR partner can be a challenge. How do you identify which team is best positioned to help your company achieve its objectives? During the pitch process, from RFP to selection, you have the opportunity to vet potential partners. We recommend asking questions such as:
How do you balance the need for early wins with long-term strategy?
What's your process for learning about our business and goals during onboarding?
How soon can we expect to see results, and what does a "quick win" look like to you?
How do you measure success in both the short term and the long term?
Can you share examples of how you've helped other clients build momentum early while staying focused on strategic objectives?
And remember, if something sounds too good to be true, it probably is. Communications firms pitching for your business want to put themselves in the best possible light. It's up to you to do your due diligence. Ask the right questions, request examples of past work, and provide references.
The Benefits of a Proactive, Strategic Approach
When early wins, proactive communications, and long-term strategy work together, your PR investment becomes a growth engine. That's the power of balancing onboarding with action. Proactive communication helps position your company and its leadership as an industry thought leader, creating opportunities for meaningful conversations with clients and prospects. A strategic approach also ensures that your business is crisis-ready, with a framework that enables fast and effective responses to unexpected events. Combining early wins, strategic proactive communications, and crisis readiness yields long-term ROI and measurable business impact.
Building a strong PR partnership is about striking a balance between learning and action, achieving short-term wins and long-term strategy. When communications firms take time to understand their clients deeply while delivering early, meaningful results, trust grows naturally. With clear communication, shared goals, and proactive planning, both sides can establish a solid foundation for years of measurable success during those first 90 days.