Communication Breakdown?

As PR pros, we're responsible for keeping a steady stream of communication going. Traditional media. Online reporters. Bloggers. Clients. Facebook fans. Colleagues.

Information is our currency.

In today's rapid-fire high-technology world, information flows through multiple channels all throughout the day and night. What happens when a channel gets clogged? Or, worse yet, if a client's unresponsiveness torpedoes the opportunity to dispense information through those channels?

There's not a lot you can do if your client is conditioned to operate this way. But you can take some steps (1) to target your information requests better and (2) to condition the client to begin to respond more promptly.

Let's start with the clients. Clients, it would help us out a lot if you simply gave us the answers we need quickly or sent a short “will get to it later.” That way, we at least know that you are aware of our need for your help and have seen our emails.

PR pros, here's a strategy to consider:

If the client acknowledges your email but responds “will get back to it later,” respond with a simple “Thanks. We know you're slammed” and back off for the day. Show empathy and both your stress levels will remain in the manageable zone.

If you don't get the answer you need as the deadline creeps up on you, send an email with the subject line “Reminder about XYZ. Deadline near.”

Be smart about how you send your email request. Make it brief. Tell the client what you need right up front. Get to the point of your request – fast. Put deep background where it belongs – deep down in the email. After the background, restate what you need from the client. Give the client a deadline.

We're all facing a brave new world of seemingly constant phone calls, emails and texts. For our clients, we need to recognize that we are not as high up on their priority lists as their CEO or a sick child.

Clients, we need you to realize that we are under the same constant demands that you are and that we would not be bothering you if we did not need your help so that we can get the best results for you.

Let's communicate.