Three Steps to an Effective Client Onboarding Process in Public Relations
Are you a public relations professional welcoming a new client?
Are you a business considering hiring an agency?
Either way, a strong onboarding process is key to harnessing the true power of PR. So, let’s chat about how to approach it and what to expect.
The account onboarding process is one of the most critical steps in establishing a productive and long-lasting partnership. It ensures the work aligns with the client’s brand, priorities, and vision from day one, setting the stage for success while instilling confidence that the client is in capable hands. With hundreds of high-impact campaigns, thousands of compelling press releases, over 40 social media accounts managed, and millions in PR value generated, KC Projects knows that trust is at the center of those accomplishments, and it all starts with a thorough exchange of information upfront.
Here are three key steps to a mutually-beneficial onboarding process:
Discovery & Analysis
Before diving into initiatives, take the time to truly understand the client by gathering essential information about their company.
Oftentimes, the client doesn’t know exactly what they need out of PR. That’s why it's important to not just ask aimless questions during this phase, but provide direction. So, do the research. Compiling publicly available information like past media coverage, social media presence, brand messaging, industry positioning, and competitor analysis, allows for the presentation of initial findings, identification of strengths and opportunities, and gives the client a chance to provide additional context and clarify their priorities.
This groundwork ensures that when meeting in person, the discussion is productive, expectations are aligned, and the brand’s identity is effectively captured in every aspect of the work.
Kickoff Meeting & Reporting
The discovery phase naturally transitions into a kickoff meeting, where both teams establish a clear roadmap for the partnership. This session typically covers:
Setting short-term and long-term goals
Aligning PR strategies with the client’s business objectives
Identifying key messages
Outlining deliverables, timelines, and approval processes
Providing a recap or plan of key takeaways after the meeting gives both parties a clear reference point and keeps the team on track toward shared objectives.
Additionally, this step lays the foundation for a structured reporting and feedback cadence, determining how often updates will be shared, as well as showing the client their return on investment. Public relations success isn’t always immediately measured in numbers, which makes reporting wins, no matter the magnitude, essential. Provide regular updates to keep clients informed, engaged, and excited about the progress being made.
With that, make sure to speak the client’s language when tailoring updates. For example, with data-driven clients, instead of simply stating "We secured media coverage," frame it as, "We landed X placements, increasing brand visibility by X%”, if those statistics are available.
Establish Communication & Workflow
It was once said, “The biggest problem with communication is the illusion that it has taken place.” Improper communication with clients or an agency can derail a partnership before it even has a chance to succeed.
The onboarding process is the perfect time to establish clear communication channels and identify primary points of contact on both sides. This helps streamline the exchange of materials, ensures a smooth workflow, and eliminates any confusion about who shared what, when, and where. Defining the client’s preferred communication method (whether email, video calls, or regular in-person meetings) further strengthens that.
Tailored Approach with Rapid Results
At KC Projects, we have implemented these exact steps into our long-term partnerships and short-term services.
We’re all about YOUR STORY, powered by OUR STRATEGY, but we know not every brand needs long-term PR, which is why we created the PR Powerboost. This high-impact, short-term package is designed to provide immediate value. What makes it so effective at increasing visibility and strengthening presence quickly? It all comes down to our tried & true onboarding process, allowing us to hit the ground running, whether you’re an established brand looking to refresh your image or a start-up ready to make a splash.
Ultimately, when a seamless and valuable onboarding experience is prioritized, it provides a clear path to meeting and exceeding benchmarks from the get-go.
By: Izzy Mendez