Why Client Obsession is PR’s Secret Weapon
When starting out in PR, many assume the job is primarily about communication – writing press releases, pitching stories, securing media placements, and landing speaking slots. But quickly, it becomes clear that this is only part of the equation. The less measurable, yet equally crucial, aspects of PR are what truly set great professionals apart.
Exceptional PR professionals don’t just talk about their clients; they think like them. They immerse themselves so deeply in the client’s world that they anticipate needs before they arise and spot opportunities others miss. The reason for this is simple: the ability to craft narratives that drive real impact goes beyond using mere buzzwords – it stems from a deep understanding of the client’s business and industry.
Though most PR experts are trained as communicators, they must also develop knowledge across various fields – finance, health, tech, and more, depending on the clients they serve.
This illustrates that the level of understanding required doesn’t come from skimming through a few briefing documents or running a basic background check; it requires genuine curiosity and a deep, ongoing commitment to learning the client’s business inside and out. This is what one can refer to as client obsession.
What client obsession really means
Simply put, client obsession is about seeing the world through the client’s eyes. Now, combining that perspective with strong PR strategies is what drives real impact. Too often, PR efforts focus solely on media coverage without aligning with the client’s actual business goals.
Let’s take for example, Wimbart’s 2024 collaboration with a client to amplify a Fund designed to support early-stage startups. As an impact-driven initiative, its goal was to attract promising founders across the continent, high-net-worth individuals, impact investors, and experts from the African diaspora eager to contribute their expertise.
Rather than relying solely on mainstream tech coverage and hoping the right audience would find it, Wimbart executed a hyper-targeted media strategy. This included securing placements in specific international outlets, read by not only industry leaders but also the African diaspora, early-stage founders and early-stage investors. Wimbart took it a step further by securing features in national outlets across West, East, Central, and Sub-Saharan Africa, ensuring strategic visibility in key markets. The Fund is already off to a strong start, receiving a record number of applications from founders. Now that it’s reached the right audience, the next phase is to refine and amplify the Fund’s messaging to attract more of the right entrepreneurs.
The takeaway is simple: PR isn’t just about visibility – it’s about strategic storytelling that drives real impact and achieving its desired goal. And that starts with being obsessed with your client.
How to become truly client-obsessed
While there are many strategies for achieving client obsession, one key approach is treating the client’s business as if it were your own.
One of the core mantras at Wimbart is that good PR professionals don’t just operate as external vendors – they act as an extension of the client’s team.
By doing this, PR professionals gain a clearer understanding of the client’s goals and objectives, which builds trust and enables them to take ownership of key actions. Here are some methods that have proven effective over time:
- Ask smarter questions: Go beyond surface-level updates. What are the client’s biggest challenges? What internal conversations are still private? What external risks – whether regulatory, competitive, or market-driven – could impact them? The deeper the questions, the more valuable the insights. It’s not just about gathering information; it’s about how you act on it.
- Build relationships with internal and external stakeholders: PR isn’t just about media coverage. Whenever possible, connect with the internal leadership, external analysts, policymakers, and investors. These voices add crucial context to your messaging and overall strategy, giving you a well-rounded view of your client’s ecosystem.
- Engage with leadership on social media: One of the best ways to understand a client is by analysing how their executives communicate online. This, in some cases, provides a broader perspective beyond what is shared in meetings. Engage with their posts, track audience reactions, and identify the themes they prioritise. This offers real-time insight into brand perception. The #Wimbarts takes this a step further; not just by engaging with the client’s posts but also by amplifying them on our own social media platforms, helping to extend their reach and impact while gaining a better understanding of what resonates with their target audience.
- Follow industry conversations religiously: Monitor competitor moves, customer sentiment, and regulatory trends. Staying ahead of the curve allows for refined messaging and positions the client as a thought leader.
- Anticipate the next big story: The best PR isn’t reactive – it’s predictive. Spotting early signals of industry shifts allows for proactive positioning before competitors shape the narrative. For example, the growing conversation around stablecoins in Africa’s fintech space. Some fintechs, like Verto, initiated this discussion early, positioning themselves as pioneers long before the trend gained mainstream traction.
PR professionals who truly understand a client’s world become more than media liaisons; they become trusted advisors. By offering insights that influence high-level decision-making, PR evolves from a support function into a strategic driver. With deep industry knowledge, media coverage isn’t just secured, it’s leveraged to shape narratives, guide strategies, and drive real business impact.
Article by Olamide Akinolugbade, Senior Account Manager
