Stop ghosting your clients: why proactive communication always wins
Let’s talk about a timeless classic in the world of client management: the humble project update.
Unsexy? Maybe.
Powerful? Absolutely.
Because in a post-Covid world where remote work is the norm and inboxes are noisier than ever, strong stakeholder communication isn’t just a nice-to-have it’s business critical.
At ABC PR, we talk a lot about storytelling and media cut-through, but this blog is a love letter to something far less glamorous: proactive communication. The garlic and onion of any successful client relationship. Not flashy but foundational.
Here’s why it matters.
Simple updates, serious impact
You don’t need a milestone moment or media headline to check in. Some of the best stakeholder relationships are built on the basics, a quick email, a short call, a “just looping you in.”
The professionals who wait until everything is perfect before reaching out? They’re missing the point. Because clients don’t want silence. They want visibility.
I've never once had a client ask me to communicate less.
And no, I’m not talking about hourly updates or micromanaging. I’m talking about intentional, consistent touchpoints that keep people in the loop and show that you're across the detail. Especially when things change.
Communication builds trust. Silence erodes it.
The Bob problem
Let me introduce you to Bob. Not his real name – but unfortunately, a real story.
Bob was a consultant who promised a deliverable in one week. Three months later, after multiple follow-ups, unanswered emails, and zero proactive updates, the job finally arrived. Late. Unapologetic.
What happened next?
A delayed project
An unhappy client
A broken relationship
A reputation now immortalised in site gossip and pub rants
All because Bob didn’t think it was worth picking up the phone.
If he’d sent a one-line update explaining the delay? The project timeline could have been adjusted. Contingency plans made. Stress levels saved. His reputation intact.
But Bob didn’t play the long game. And now he’s the punchline.
Good communication = good business
Whether you’re in PR, construction, finance or tech – people work with people they trust. And trust is built in the quiet moments, not just the wins.
That’s why proactive stakeholder communication is one of the most underrated tools in your kit. It shows you’re thinking ahead. That you respect people’s time. That you’re across the detail even when there’s no big update to share.
It’s also the simplest way to reduce client anxiety. A well-timed “just letting you know we’re on track” can be the difference between a smooth project and a flurry of “any updates?” emails.
Don’t wait for a crisis to communicate
If you only speak up when something goes wrong or right, you’re training your stakeholders to brace for impact every time they see your name pop up.
Instead, normalise small, transparent, proactive check-ins. Build that rhythm. Keep the door open.
Because that’s how you go from supplier to trusted partner.
Final word? Don’t be like Bob
Pick up the phone. Send the email. Be honest.
There’s no glory in ghosting your clients but there is power in showing up consistently and communicating clearly.
A little proactive effort today can protect your reputation tomorrow. And in business, that’s the ultimate chef’s kiss.