Lawrence Rosenberg

Account Manager & Deputy New Business Manager - Spreckley

What's the secret to good client/agency relationships?

There's obviously no uniform fit for client relations, but I've found that meeting people on a human level completely transforms how everyone approaches the relationship. At the end of the day, would you rather work with a stranger or someone you consider a friend? That doesn't mean you need to spend every evening chatting with your clients outside of work, but taking a human interest in the person you're working with goes a long way (with most people, at least). Listen, you'll always meet some corporate personalities who have no interest in discussing anything but work. In my experience, though, 99% of people want to enjoy their work and make genuine human connections with the people they interact with. You also just work better with people you like; it motivates both parties to do their best work. But I'll stress one word: genuine. People can sense when you're searching for a transactional relationship, and you really don't need to have some 'actionable' from every conversation you have. Sometimes, the takeaway will be completely intangible, but having a solid relationship with a client's CEO, for example, is rarely anything but positive. Also, reading the room is crucial. Don't have an hour-long client call just because that's what's in the diary. PR is only there to supplement their business objectives; if your client looks like their head is elsewhere, say what's absolutely necessary and leave them to get on with their day. 

What is the motto you live by? 

'Be nice to everyone: we're all going to the same box in the end.' It's a little morbid, but it's always stood me in good stead. I feel like too many people have gotten caught up in the whirlwind of adult life and have totally lost a sense of perspective about the world around them. It's totally fair, and I do it all the time, but I always think back to the fact that the happiest people I've ever met were Laotian villagers who had hardly had a possession to their name. I suppose the motto just means that it doesn't matter if you're talking to a CEO or the cleaner - treat everyone the same. Everyone has their lives and lived experiences, but no matter how important they are today, in 100 years, they'll be in exactly the same spot. 

What is your proudest professional achievement? 

I think it's always a good practice to judge achievements based on their impact and it's not always about the big hits. If you can help a startup grow from four staff to eight because of the work you've done raising their profile, then you've had a hand in changing at least four people's lives and probably plenty more, not least their founders and anyone using their service. That said, I can probably pinpoint it down to three achievements covering different aspects of my job. I'm immensely proud of establishing an official partnership with blockchain accelerator Block Dojo, where I'm now a PR mentor and deliver regular workshops for their startup cohorts. Through that, I've supported countless businesses in getting their message out to the people who need to hear it. In terms of direct PR achievements, I led the media launch for Pocket Planet, London's newest attraction coming to Oxford Street later this year. My strategy landed an exclusive on the front page of the Sunday Times, followed by viral coverage in over 100+ countries and hits in the FT, Evening Standard, ITV News, and TimeOut. That program not only helped them raise the £15 million they needed to make their dream a reality, but it'll also provide employment to their staff and entertainment to millions. Finally, I'm also immensely proud of my public affairs achievements. My first job in PR was working on the Billy Caldwell case, helping to change the law and get medicinal cannabis medication to people who desperately needed it. Since then, I've worked on projects to improve workplace accessibility and lobbied against extremism from all sides of the political spectrum‚ it's quite hard to pick one over the other!