In the ever-evolving world of public relations, client servicing has moved beyond a transactional approach to become a dynamic and immersive partnership. PR veteran Hemchandra Shetty, with years of experience in the industry, discusses how PR professionals today are not only managing relationships but acting as true brand custodians. In this exclusive interview, Shetty shares his unique perspective on the evolving role of PR, offering insights into effective client servicing, brand management, and the future of the industry. He also explains why client servicing can be likened to "nursing a pet dog" and how this analogy perfectly encapsulates the dedication needed for successful PR practices.In today's context, how can you define client servicing in PR and its role in brand custodianship ?In the contemporary landscape of public relations, client servicing is much more than a transactional relationship; it is an immersive and deeply engaging partnership. To define client servicing in PR today, one must understand that it involves a thorough and nuanced approach to managing client relationships and brand custodianship.Effective client servicing requires PR professionals to delve deeply into understanding their clients and their brands. This means becoming intimately acquainted with the brand’s identity, market positioning, and the diverse audiences it serves. Brands often cater to a wide range of demographics, each with its own distinct tastes, preferences, and cultural nuances. To truly service a client effectively, one must not only grasp these variations but also anticipate and address the evolving needs of these audiences.Absorbing all the elements that shapes and fills the brand to the effective taste of the consumer, in order to build an emotional, connect between the brand and the consumer, the client or the brand servicing professional has to nourish the brand similar to an emotionally evolved nurse, and the way he/she nurses their beloved pet. Hence, the analogy of "servicing clients/brands is like nursing your pet dog" captures the essence of this commitment. Just as a pet owner must attentively understand and respond to their pet’s needs—whether it's for food, comfort, or attention—a PR professional must immerse themselves in the brand’s core values and the intricacies of its target audience. This involves being proactive, empathetic, and responsive, much like how a pet owner would quickly adapt to ensure their pet's happiness and well-being.In essence, client servicing in PR today is about being an active and empathetic partner. It involves understanding the brand’s essence, predicting and meeting its needs, and continually nurturing the relationship to foster long-term success. This depth of involvement and the ability to adapt to the brand’s evolving needs is what defines effective client servicing and brand custodianship in the current PR environment. Hemchandra, you’ve been a prominent figure in PR for years and just stated an analogy. Can you explain what you mean by comparing servicing clients and brands to nursing a pet dog?Certainly! The analogy of nursing a pet dog aptly captures the essence of client servicing. Just as a pet requires regular care, attention, and understanding, clients and brands demand a similar level of dedication. In the realm of public relations, it is essential to be deeply attuned to a client’s needs, anticipate their concerns, and craft tailored solutions. The relationship between a PR professional and a client mirrors the bond between a pet and its owner, built on trust, empathy, and consistent engagement. By fostering this kind of relationship, we ensure that we not only meet but exceed client expectations, thereby creating enduring partnerships.How has the role of a PR professional evolved over the years, especially in terms of brand custodianship and client servicing?The role of a PR professional has undergone a significant transformation. Historically, PR was primarily about managing media relations and handling crises. Today, it encompasses a broader range of responsibilities, including brand custodianship, strategic planning, and comprehensive content creation. We are expected to act as strategic partners rather than mere service providers. This shift requires us to grasp the brand’s core values, market positioning, and long-term objectives to devise campaigns that resonate with their audience and fortify their brand identity. Effective client servicing now involves proactive engagement and anticipation of needs rather than just reacting to them.What are some key strategies for maintaining a strong and positive relationship with clients? Maintaining a strong client relationship requires a nuanced approach. It begins with active listening, where understanding clients’ needs and concerns through regular communication is crucial. Transparency is another cornerstone; being open about our capabilities, challenges, and the outcomes we expect fosters trust. Consistency in delivering high-quality work and personalizing our services to fit each client’s unique requirements further strengthens these relationships. Additionally, proactive engagement—anticipating client needs and addressing potential issues before they escalate—plays a vital role in sustaining positive relationships.In today’s fast-paced media environment, how important is it for PR professionals to stay updated with the latest trends and technologies?Staying abreast of the latest trends and technologies is paramount in today’s rapidly evolving media landscape. With new platforms and tools emerging continuously, PR professionals must leverage media monitoring software, data analytics, and digital marketing strategies to remain competitive. Being informed about industry trends not only helps in crafting relevant and impactful campaigns but also ensures that we can adapt swiftly to changes. This adaptability allows us to provide clients with innovative solutions and keep their brand at the cutting edge of their industry.What role does strategic planning play in the success of a PR campaign?Strategic planning is fundamental to the success of any PR campaign. It involves setting clear, actionable objectives, identifying target audiences, and creating a detailed roadmap to achieve the desired outcomes. A well-developed strategy ensures that all efforts are aligned with the client’s brand goals and values, enabling us to measure success through key performance indicators (KPIs) and make data-driven adjustments. This approach ensures that every action is purposeful and contributes effectively to the overall brand narrative, enhancing the campaign’s impact and efficiency.How can PR professionals effectively manage media relations to enhance their client’s brand image?Effective media relations are central to enhancing a client’s brand image. Building strong, mutually beneficial relationships with journalists and media outlets is key. This involves understanding each media outlet’s preferences and crafting compelling, newsworthy stories that cater to their interests. Timely communication is also crucial; responding promptly to media inquiries and maintaining a reliable presence helps establish trust. By being honest and transparent, PR professionals can build long-term, positive relationships with the media, which is essential for securing favorable coverage and shaping public perception.What are some common mistakes PR professionals should avoid when servicing clients?In client servicing, certain pitfalls should be avoided to maintain effective relationships. A lack of communication is a significant issue; failing to keep clients informed about progress and challenges can erode trust. Overpromising is another common mistake; setting unrealistic expectations often leads to disappointment. Neglecting client feedback or not acting on it can result in missed opportunities for improvement. Additionally, inadequate research into a client’s industry or audience can undermine campaign effectiveness. A one-size-fits-all approach, rather than tailoring strategies to individual client needs, can also diminish the impact of PR efforts.How do you measure the effectiveness of a PR campaign, and what metrics should clients focus on?Measuring the effectiveness of a PR campaign involves evaluating both qualitative and quantitative metrics. Key metrics include media coverage, which assesses the volume and quality of media placements and mentions. Audience reach is another critical measure, determining how extensively the campaign has engaged the target audience. Engagement metrics, such as likes, shares, comments, and clicks, provide insight into the campaign’s impact on public interaction. Brand sentiment analysis helps gauge changes in public perception, while return on investment (ROI) measures the campaign’s contribution to brand visibility, lead generation, or sales growth.What advice would you give to aspiring PR professionals who want to make a significant impact in the industry?For aspiring PR professionals, continuous learning and adaptability are essential. The PR industry is dynamic, so staying informed about trends and technological advancements is crucial. Building strong communication and relationship skills is also vital, as these are central to effective client servicing. Gaining diverse experiences and tackling various challenges helps develop a well-rounded skill set. Most importantly, approaching each client relationship with empathy and a genuine desire to add value will set you apart and enable you to make a significant impact in the industry.