When taking on a client is not just about $

When taking on a client is not just about $

How do you market for a client whose product you don't believe in?

Unless we are all hermits and live on the ‘Isle of Ideals,' sometimes things do not go our way, which includes having to service a client whom you may not see eye to eye with, or which may represent something you don't agree with.

"A team approach is vital when implementing a successful PR program. Without passion and belief in a client's product, it would be challenging and is unfair to both parties. Our goals and strategies have to go hand-in-hand," PR Communications' MD Eric Chan said.

Even though there aren't company policies in place on choice of clients, Chan said, "We are enthusiastic in working with a myriad of clients as long as they are profitable. Hence as directors, we believe it is critical to have a team whose mindset and outlook is similar our own."

"We have to be interested in the product and industry if we're going to do the PR. For us, it definitely has to be something we would buy, use or consume ourselves before we would go out there and publicise it." Directions M&C, director client services Lynda Moo said.

Chan once declined a multi level marketing client as its strategies and business model did not coincide with PR Comms' professional code and "would jeopardise our integrity", he said.

So what how do companies protect the interests of its people? Lewis PR's SVP for APAC Erin Atan said, "We have a client choice policy. We have an anti-tobacco policy, and we do not work with establishments that carry products that harm animals. Consultants have the liberty to exercise their own judgement and stand by their beliefs. They can either opt not to work for a certain client or make case for us not take on the client. We will listen and look into it seriously and the decision not to work for them or to reorganise the team would have to be based on facts."

"Mutual respect is also essential," Chan said, "We had a client dealing in wine and spirits and were concerned about our Muslim colleague as she was not comfortable handling the account hence we let other team members take it on. It is essential to understand the concerns of our team and be sensitive to the religious and cultural differences of our colleagues."

Atan said, "A small experience I had was my decision not to work for a tobacco company. I made this decision despite being a junior, and such a big and prestigious account would have look fantastic on my resume. Looking back now I'm glad I made that decision and of course, realise now that the impact on my career wasn't that harsh."