Blog post by Julia Wernig, Senior Consultant at TE Communications.

Working in communications agencies for eight years teaches you a lot – above all, that customer service is not a “one size fits all” job. Every client has their own goals, ways of working, and quirks. That’s what makes it exciting: you can’t just deliver concepts and press releases; you have to adapt to people.

During this time, I learned that successful collaboration is not about administration, but about attitude, structure, and genuine interest in people. And ultimately, results are what matter.

Results matter – and the stories behind them

Results are what really count in client service. But they don’t just appear; they come from many small, sometimes unseen, moments. I remember a pitch where the incumbent agency had delivered solid results. Yet the chemistry between client and agency wasn’t right. There was no spark. We won the mandate by being open, honest, and offering a fresh perspective.

These experiences show me time and again: results matter, but they only happen if you take responsibility, react quickly, and sometimes go down unconventional paths. Submitting a report on time isn’t enough. The key is ensuring the content makes a difference. For me, that means delivering in the weekly status call and spotting opportunities in between.

Clear communication

Open and transparent communication is key to successful client relationships, especially when things don’t go according to plan. It’s better to address problems head-on than to beat around the bush. Then act quickly. If you can stay calm and keep track of the bigger picture, you’ll gain trust – and that’s priceless.

A sympathetic ear

Listening may sound simple, but it’s perhaps the most underrated part of our job. Does the client have an idea, whether for a potential event, the positioning of the CEO or resolving a tricky situation? By raising it, they’re inviting exchange and valuing their consultant’s opinion. Listen carefully, show you understand their needs and concerns, take them seriously, and provide guidance and support.

Proactive rather than reactive

Clients don’t just want us to respond, they want inspiration. That might be an unexpected idea for the next pitch or a warning that a story won’t work in its current form. In my view, we’re not passengers in the back seat; we help set the course.

Reliability you can feel

Only make promises you can keep and check in first rather than raise false expectations. For me, reliability means more than meeting deadlines. It’s about being there when it really counts. Sometimes that means preparing a client on Friday evening for a TV interview on Monday.

More than rules

Ultimately, client service isn’t a rigid set of rules; it’s a mix of strategy, empathy, spontaneity, and passion for what you do.

This attitude has to be part of everyday agency life. There can only be one standard – and it has to be high. Constantly questioning yourself, learning from every project, and pushing development forward are essential.

PR is not a sprint, but a marathon made up of many short sprints – phases where you give it your all to seize opportunities and make a decisive difference. Long-term impact requires this blend of stamina and selective peak performance.