Let your client win a game

Getting into the summer months when there were golf outings.  I attended one last year and my client and I played a set of tennis. Early on, it was obvious that I could win 6-0.  So, rather than pouring it on, I faked a few bad serves and purposely hit the ball out a few times.  I won 6-1.  However, she didn't feel deflated because she'd won a game.  Keep it competitive but remember whose support is enabling you to be at the golf outing.

Gift giving

I love giving gifts...just little tokens and they are mighty appreciated by clients.  For my AKA sisters, I have pink and green rings that are very inexpensive but I give them after a great presentation or as a way of saluting them for a job well done.

Likewise, I extend the same treatment to my other clients.  It underscores the maxim that "little things mean a lot."

So, incorporate gift giving into your marketing mix...it's the little gestures that distinguish you from the crowd.

Meet the Relatives

If your client offers you the rare opportunity to join him/her for a family function, GO! I was with a client for a trip to New York where we were pitching business. She invited me to have dinner with her and her sister. I passed on it even though she insisted. I kept saying that the two of them, as sisters, should probably be together.

I regret that decision as it would have given me another opportunity to know the client on a more intimate level.

So, if that opportunity is presented to you, take advantage of it. It gives you a chance to know the client on a deeper, more personal level. And, once that happens, you have a greater opportunity of being a value to that client.

REST

Over the weekend, I did absolutely NOTHING. Stayed in, relaxed and chilled. Those type of days are beneficial for mental health and recharging and you must treat yourself to lazy days on occasion.

It's worth it.

Always say "Thank you"

Whenever I book a client on a show, I always say "Thank you" to the producer and to the host. Put it in writing as well.

Those two words go a long way toward cementing a positive relationship with the media that can help for future pitches.

No Romanciing Clients

A good friend ended up having an affair with the client and now he doesn't feel he should pay her. Needless to say, this is putting a strain on the relationship.

She moaned to me and I told her what I'm sharing with you:

Moral to that story: No matter how tempting. Don't "co-mingle" with the client. And if you are inclined to do so, understand that the downside could mean that you won't get paid.

Something to think about.

Read, Read, READ

In any business -- but especially in public relations -- you have to read every -- and anything you can get your hands on.

I read everything from The National Enquirer, to the Wall Street Journal, from Vibe to Sports Illustrated, from People to Fortune from Oprah to Essence.

It's all about keeping abreast of trends, admiring writing styles -- and getting smarter at the same time.

It also makes you more interesting and allows you to float in and out of different networks without fear of having to float out. If you have a smidgen of knowledge from reading, you will thrive and you might expand your knowledge, your network of friends and enhance your chances of getting new business.