Weber Shandwick
Synopsis
In 2002 Weber Shandwick, a leading global public relations agency, instituted a Client Relationship Leader (CRL) Program for its top 32 global accounts. The purpose of the program is to ensure that all of the firm's resources across geographies, practice areas, and specialty areas are coordinated and effectively delivered to Weber Shandwick's most important clients. Each of these clients is assigned a "Client Relationship Leader" and the case discusses the skills and abilities that are needed to be successful in this role in a very complex multidimensional organizational structure. There are two basic types of CRLs: hunters whose job is growing accounts with a lot of potential and farmers whose job is to maintain strong and broad-based relationships. CRLs must walk a fine line between being close to the client, even considered part of their team, and not being too close by "going native" and ignoring their responsibilities as Weber Shandwick employees. Unlike office managers, who are measured based on the bottom line, CRLs are measured on top-line growth. Another objective of the CRL program is to enable Weber Shandwick to differentiate itself in a highly competitive environment where it is very difficult for PR firms and their holding company media conglomerate parents to do so. The public relations industry in the broadest sense has undergone a tremendous amount of consolidation through acquisitions over the past 20 years. It is also being challenged to adapt to new technologies like blogging and social networking, which both change and enhance existing service offerings. Another way that Weber Shandwick is adapting to new technologies is through an Internet-based platform called WeberWorks (3.0) that fosters communication and collaboration between the firm and the client and within the client team.
- Copyright:
- 2008 HBS
Book Details
- Book Quality:
- ISBN-13:
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 2016-08-03T03:58:25Z
- Language:
- English
- Categories:
- Usage Restrictions:
- This is a copyrighted book.