Public
Relations Practice & Skillset (Week 25)
“Clients buy on creativity/ personal chemistry (attraction).
Goodwill buys most on honeymoon. So spend wisely - and fix issues quickly.”
(Nichols, 2013)
“Sustained relationships require a stable goodwill account.
Otherwise conflict will be continuous - and for the smallest issues.” (Nichols,
2013)
Building Confidence
- Consistency/Reliability (you’re always there)
- Responsiveness (you listen)
- Engagement (you get it, understand the other’s issues)
- Plus: an occasional re-fresh!
The Power of Rapport
(Client Handling) & Forming Client Attitudes
“Rapport underpins a wider set of client handling
functions/outcomes. This is the ‘goodwill dashboard” (Nichols, 2013)
- Expectations influences the whole and requires careful firm-wide management;
- Empowerment is a ‘leading indicator’ of the level of trust in the relationship;
- Equity assesses the client’s whole view of the relationship (time, effort and money);
- Engagement captures the level of rapport generated by –fundamentally – doing the simple things well;
- AND the ultimate metric is Goodwill.
Momentum Begets
Confidence
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