Lagos PR Clinic dwells on clients/consultancies’ Charter
The monthly Lagos Public Relations Clinic, the professional enlightenment forum of the Nigerian Institute of Public Relations (NIPR), Lagos State Chapter, was held last recently in Lagos.
The practitioners and institute members drawn from various public and private sector organisations converged for the evening event to give thoughts to a very germane industry-wide subject, the challenge of building an operational charter in business relationships between the clients’ companies and their PR consultancies.
Running with the theme “Building a Rewarding Client/Consultancy Charter”, the Guest speaker and PR resource person, Cornelius Onura, MD/CEO, Red Gecko Public Relations Consultancy Limited took the audience through a most hilarious, exciting and highly educative session, highlighting what he called “the ten point processes in keeping healthy and mutually rewarding business relationships between a client and public relations consultant.
Onuora, taking well a articulated procedure, defined the subject of corporate “charter” as a document and designing statement which describes the rights of parties in a business partnership. He also admonished the audience to ensure they seek to establish a definitive charter with their business partners at all times, as this would go a long way in leading both parties towards attaining their desired business goals.
According to him, the requirement of a charter was a constant reminder for the consultant to deliver quality professional services to the client within an agreed budget. He added that there must be mutual respect and understanding on both sides of the contractual bargain.
He highlighted further the principles and commitment in a business charter which includes among other things, working together to attain positive business goals. Encouraging consultants to invest appreciably well enough “in looking good” to earn client’s respect, he pointed out that consultants must also be very well armed in terms of the knowledge areas and the know-how of the PR profession.
A professional consultant, he insisted, must also invest appreciable time to understand the client’s brand as according to him, “it’s a partnership that must benefit both parties in the business transaction”.
Other principles of the business charter includes; Agreeing Timelines, Funding and budget management, Communicating frankly with the client, Taking Integrated approach, Raising business awareness, Building stakeholders relationship, facilitating continuous learning process and periodic evaluation of value process at both ends of the clients/consultancy relationships.
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