The Trust Dilemma: Navigating Client Skepticism in Crisis PR
In the world of crisis PR, trust is a precious commodity. When clients find themselves in turbulent waters, they seek guidance from professionals who can help navigate the storm. However, the process of establishing trust can be fraught with challenges—especially for clients who are relying on recommendations or, worse yet, simply Googling my name.
The Challenge of Building Trust
For clients facing a crisis, the instinct to be cautious is entirely understandable. They often enter into these situations feeling vulnerable and exposed, making it essential for them to find someone they can rely on. However, this can lead to a difficult dynamic when it comes to trusting a PR professional.
The Reliance on Recommendations:
Most clients come to me through referrals, which can provide a sense of security. However, even recommendations come with their own complexities. The person providing the referral may have had a different experience, and the client must decide if I am the right fit for their unique situation. What works for one individual may not work for another, and clients can feel a sense of pressure to make the right choice quickly.
The Google Factor:
Clients may also resort to searching for a crisis PR expert online, which can create hesitance. Trusting someone they found through a simple search can feel daunting, especially in a time of vulnerability. Most of my clients come from referrals, and I’m often surprised when I’m contacted via Google. During our first call, I hope to bring some comfort and reassurance. My previous appearances in TV, press, and talks can provide peace of mind, showing that I have experience navigating these challenges. (To provide commentary for major broadcasters, you must demonstrate your professional credentials and experience.)
I'm not here to make a huge name for myself or bask in the spotlight. I genuinely enjoy the work I do and have no desire to boast about the names I've worked with. After all, it’s not like I’m involved with public figures during their most glamorous moments; my focus is on helping them navigate the complexities of crisis management. I intentionally keep my phone out of sight during meetings to ensure clients feel at ease, free from concerns about unauthorised photos.
The Perception of Larger PR Firms
It's common for clients to feel more secure trusting a large, established PR firm over someone like me. Truly, I’d feel the same way. They may believe that a bigger name equates to more reliability. However, clients often feel underwhelmed when they discover that these firms typically offer a standard PR statement and little else. In contrast, I provide a comprehensive approach that includes press removal, social media post removals, Google cleanup, and strategies for generating positive press. This is after extensive research.
My goal isn’t just to fix the issue at hand; it’s to improve my clients’ reputations from what they were before the crisis. This disparity in services can be eye-opening for clients who are looking for more than just surface-level “fixes”. My techniques are designed to address the root of the problem, helping clients feel supported and confident in the long-term outcomes of our efforts.
The Importance of Client Confidentiality
One significant factor that contributes to building trust is my unwavering commitment to client confidentiality. I cannot showcase my clients or use their personal struggles as promotional material. While this approach may not be ideal for marketing, I feel fortunate to rely on the referrals from those who have used my services and recommended me. This commitment is not only vital for protecting their reputations but also for maintaining the integrity of my business.
As a private person, public figures don’t excite me (except maybe Dolly Parton), and I have no desire to show off about having met or worked with someone. I find the situations and challenges they face far more interesting. I operate under strict NDAs and contracts that ensure no names, photos, or identifying information are disclosed. This means that my clients can trust that their private matters will remain confidential and that their dignity will be preserved throughout our work together.
It’s astonishing that some PR firms include clauses that allow them to promote their clients and even require celebrities to follow their socials. In contrast, I advise my clients against following me or tagging me in any posts. I want to eliminate any possibility of their fans discovering our connections, as maintaining privacy is paramount.
After all, what client would want their personal challenges publicised as a marketing tactic? This understanding is fundamental to my practice and reinforces my reputation among those who have been recommended to me. Clients know that their privacy will be respected and safeguarded, creating an environment where they feel secure and supported.
Earning Their Trust
To build trust effectively, I employ a few key strategies:
Transparency: I make it a priority to be transparent about my processes and the challenges involved in crisis management. By openly discussing the intricacies of their situation, I help clients understand that there are no simple answers and that we will navigate this together.
Communication: Consistent and clear communication is essential. I keep clients informed at every stage, ensuring they feel included in the decision-making process. This not only builds trust but also empowers them during a time of uncertainty.
Proving My Value: Ultimately, actions speak louder than words. I focus on delivering results and demonstrating my commitment to their success. By addressing their concerns proactively, I can help alleviate some of the skepticism that naturally arises in these situations.
The path to trust in crisis PR is often complex, requiring both the professional and the client to navigate their own uncertainties. I must remain aware of the challenges clients face in establishing trust—whether it’s relying on recommendations or searching for information online.
By prioritising transparency, communication, and delivering tangible results, I work to create a supportive environment that fosters trust and reassurance. Trust may take time to build, but the journey is essential for navigating the tumultuous waters of crisis management.