I recently attended the Airport Show (Dubai) on behalf of my client, Nexans – the worldwide leader in the cable industry. My role there was, as you’d expect, – to help the team manage PR on-site.

Although in many ways, supporting a client at a show like this is all just part of the job, I had the opportunity to reflect on just what it was that made up the recipe for success so clearly demonstrated by my client and the extended team.

First, there’s attitude. There was tons of great enthusiasm, professionalism and friendliness on the stand, from everyone involved. Nexans made me feel incredibly welcome and like part of the team...I am certain this is what customers experienced too.

Second, is a clear understanding of what success would look like. The way the team interacted with me (supplier), each other, prospects and journalists, made it clear that part of the key to success is all about:

- knowing what you’re out to achieve

- communicating that vision

- trusting that people will do what they say they will

- and then just sitting back and watching success take its course.

Everyone – from the team that built the stand, to the executives meeting with important customers – was pulling in the same direction, and it showed.

We so often get caught up in the day to day machinations of our work that when something works well, we forget to take the time to look at just why it worked, and learn from the positive as well as the areas where there’s room for improvement.

Building a feedback loop into everything you’re doing for clients is critical to sustained and future success, and is something every PR should factor into their projects.