May 2025: Showing up is one of our values at 393. Here’s how we live and breathe it
In the world of PR, where timelines shift, inboxes overflow, and Trump makes another announcement that changes the face of the news agenda, one thing should always remain constant: how we show up for our clients.
Being a great communications partner is about consistency. It’s about listening. And more than anything, it’s about showing up – again and again, in all the right ways.
Here’s what that really looks like.
Clients and agencies – it’s a relationship, not a transaction
A client relationship is just that, a relationship. And like any relationship, it needs time, care, and commitment to thrive. You wouldn’t expect a friendship to last if you only checked in when you needed something, and the same goes for PR partnerships. Trust is built over time through transparency, empathy, and reliability. When we say we’re partners, we mean it. In PR you are an extension of your clients’ teams – embedded in their world, tuned into their pressures, and driven by their success.
So, whether this means taking the time to understand what makes them tick, how they like to spend their weekends, their professional objectives, or their favourite TV show at the moment. Rooting the relationship in empathy is key to making the relationship last.
Set the foundation early
It all starts with setting things up right. That means aligning on expectations and establishing a rhythm from there. It’s not about rigid boundaries but instead about building a framework that creates clarity and leaves room for creativity. Weekly check in calls are often where the magic happens. They’re the space where half-formed ideas become pitchable stories, where context gets added, and where we catch those little comments that might just turn an idea into a comment in the FT (true story).
An intentional foundation also requires a healthy amount of not being a yes-person. Agencies can all too often agree to everything the client says without understanding the value back to the business.
Clients are paying for our expertise, not our ability to agree.
Communicate thoughtfully, not just quickly
Being responsive is one thing. But being thoughtful? That’s where the value lies.
It’s important to take the time to digest, think critically, and respond with purpose. It’s about asking the right questions and positioning a response so that it drives decisions forward, not just fills up an inbox.
And when in doubt? Pick up the phone. A quick call often clears up what three emails can’t.
Never lose sight of the objectives or the audience
The best PR professionals know that while we live and breathe comms, the stakeholders our clients work with sometimes don’t. That’s why part of our job is to translate the value of what we do back to the business.
Whether it’s tying media wins to strategic goals or helping a marketing lead prep for a board presentation, our role is to ladder our work back to what matters most and remain laser focused on reaching the target audience. Taking the time to understand the company’s objectives – where it wants to be in 3, 5, 10 years – will help root your comms strategy and the results you should be achieving.
We have the power to drive real change – leverage this.
Be human
Yes, we’re professionals. But we’re also people. And so are our clients.
That means remembering their favourite football team or band. Sending a little pick-me-up when we know it’s been a tough week. Making space for small talk. These moments matter as they create connection, build trust, and remind clients that we care about them beyond the scope of work.
Connection is still key – we’re not in iRobot just yet.
Be proactive, not just reactive
Clients don’t always have the time (or headspace) to tell us what they need. That’s where we step in.
We keep a finger on the pulse of both the industries our clients work in and the media landscape around us. That means identifying opportunities they haven’t thought of yet. Flagging relevant news stories they could respond to. Keeping on top of changing reporter beats and relevant media we can land stories with. But it’s not just about being quick to react, it’s about being creatively one step ahead. Whether it’s a fresh angle, an unexpected media hook or a new format for telling their story.
It’s about thinking ahead, not just keeping up.
Keep showing up
Showing up for clients isn’t a one-off act. It’s a mindset. One that says: I’m in this with you. One that’s grounded in accountability, care, and consistency.
The best work doesn’t happen in a vacuum. It happens when there’s trust, respect, and a shared drive to do great things together.
So, we show up. And then we show up again, and again, and again.
By Natalie Williams, Senior Account Executive
