When pitching a new account or trying to get some exposure for an existing one, it's easy for PR pros to fall back on routine. Account executives tend to go to the usual
suspects when looking to generate some juice for a client: conducting Lexis/Nexis searches, researching the competition or reading the relevant trade magazines. While these
exercises are certainly important, they can prevent communications executives from practicing what is often absent from PR initiatives -- "surround strategy."
Surround strategy is the living, experiencing, testing, trying, discovery and thirst to learn more about the client's product or service. Rick Keating, president and CEO f
KeatingPR of Florham Park, N.J., has developed a communications approach driven by a Surround Strategy. "There's pressure on corporations to realize their objectives and push
them forward, which means there's more pressure on agencies to respond surgically to clients' needs," he says. "The more you listen, the better counsel you will be to them."
Keating has been teaching listening techniqes to his Account Executives for years, and the lessons have apparently paid off. In the last two decades Keating has had a three- to
10-year retention rate among his clients. PR NEWS asked Keating to reveal how he deploys a "Surround Strategy" for clients:
How does it work?
Surround strategy is the passionate desire of an individual or team to embrace the client and their offering. For instance, if you are in the running to land the business of a
bank, go to several branches, open an account, apply for a loan, compare it to other banks or open accounts with the competition. Or, if you represent a hotel, spend a night at
the hotel without notifying the client or prospective client. Use as many hotel services as possible and, following your stay, make up an imaginary complaint to see how it is
managed. While research and meetings are important, there is no substitute for living the client's business, which includes asking questions and forcing interaction. The
experience and learning you accumulate will develop unflappable knowledge and an inherent ability to "speak the client speak."
Listening as part of surround strategy.
A key component to surround strategy is listening. People do not generally listen the way that they should. As PR counselors, the responsibility to listen is even greater.
The listening process needs to occur in a way that doesn't just result in note taking, but rather in a way that creates knowledge. This can only occur if the counselor has a
listening and learning system built into their daily account management.
If you put your listening skills to work and immerse yourself in your client's business, you have a more complete understanding of what that client does. Clients will
appreciate your interpretation of their offerings and how, from experience, you can make relevant and passionate recommendations, which will ultimately lead to better
results.
The role of responsibility in surround strategy.
Surround strategy also means taking responsibility for your actions. In other words, do whatever it takes to put the team in the best position to understand the client's
business. This means that, at the end of the day, regardless of whether you win or lose an account, you can say that you did everything possible to put yourself in a position to
succeed. Using this mindset means that you cannot brush off "failures" as a deficit on someone else's part - it may just be a deficit on your part.
The following summarizes surround strategy:
- Listen. Create knowledge by applying your listening skills.
- Learn. Immerse yourself in the client's product or business.
- Look. Seek information on the competition.
- Leverage. Manage information proactively to create a result.
- Counsel. Make informed recommendations based on knowledge and experience.
We say that we will do it, buy it, and experience it, but too often, lack of time gets in the way. Just keep in mind, however, the difference in success is not only showing
up, but also showing up with knowledge and experience.
Contact: Rick Keating, 973.966.1100, [email protected]