Solo public relations professionals work hard to win and maintain healthy client relationships, but a bad client can impact your confidence and sometimes your bank account. Thankfully, for most solo PR Pros, bad clients are the exception rather than the rule. Below are a few tips that will help you keep the streak of great clients going in 2024!

Learn to spot red flags

The first step to avoiding bad clients is to recognize potential troublemakers. Beware of clients who set unrealistic expectations or have a history of disputes with previous PR professionals. For example, a client comes to you and wants Tier 1 coverage for 50% less than your standard rates in the next three weeks. These clients may also express that they don't “believe in PR” and have been disappointed in previous firms. Poor or evasive communication, especially about fees and expectations, is another warning sign. If you spot these red flags, save yourself from future headaches by politely running in the other direction!

Set the tone in writing

A comprehensive contract is your first line of defense. It should clearly outline the scope of work, payment terms, and procedures for handling disputes. A well-drafted contract provides legal protection and sets the tone for a professional relationship. Make sure both parties understand and agree to the terms before proceeding. Find an attorney who works with solos or small businesses and have them draft a templated contract for you. Remember that larger firms will often have their own contracts, so you must ensure that they include your critical protections or ask if they would be willing to use your agreement.

Establish good communication

Maintaining clear and consistent communication is vital to ensure that good clients do not become bad. Establish regular updates and check-ins to keep both parties aligned. Setting boundaries is also essential; being available 24/7 is unsustainable and can lead to burnout. Both parties should respect professional communication lines. Be clear about availability and preferred communication channels. 

Protect your finances

Many solo PR Pros collect a deposit or bill upfront before beginning work to safeguard financial interests. This approach ensures that you are compensated for your time, even if the client relationship goes south. It is equally important to vet potential clients to ensure they have an ongoing budget to retain you. Some pros have received the first payment promptly but had clients fail to pay the next bill.

 It is also a good practice to speak with the accounting contact to ensure you set up the invoicing workflow correctly and understand how they manage payments. For example, some companies pay invoices on specific days, while others may use third-party payment tools to pay electronically. Asking in advance can ensure that you receive payments when expected.  

Additionally, always maintain a financial buffer to help you manage through periods of instability or disputes.

Build a support network

Networking with other PR professionals can provide you with valuable support and advice. Joining professional associations, such as Solo PR PRO or online forums, can help you stay updated with industry standards and share experiences with peers.

Know when to walk away

Sometimes, despite your best efforts, a client relationship may sour, and you must walk away. Recognize the signs that it's time to walk away, such as continuous disrespect, breach of contract, or ethical conflicts. Ensure you understand the legal and professional implications of ending an agreement to protect yourself.

On occasion, every solo PR professional will have a bad client. However, you can minimize this risk by taking proactive steps and maintaining a roster of great clients. 

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