In public relations, a great deal of time and energy is generally invested into winning new business – from the initial prospecting and introductory conversations to strategic program development, budget consideration and the construction of a deliverables timeline. Unfortunately, all of that work can quickly come to naught should the agency fail to adequately manage the client’s expectations as to when and where the publicity will appear.
Perhaps this is because there remain significant misconceptions as to what a PR strategy actually entails, how it is implemented and how it adds value to a business. Many of the negative perceptions surrounding PR can be traced back to a lack of understanding of what PR is and isn’t, along with what it can and cannot deliver. Helping clients to understand the PR process, and what kind of results they can realistically expect, can dramatically improve their satisfaction with your services.
Where are the headlines?
Despite what some clients expect, major media coverage a week into a PR campaign is by far the exception rather than the rule. Instead, a steady series of media hits, often beginning in the client’s industry publications and radiating out to business and general readership media, is more realistic. It also delivers better value in the long run when it comes to image, business leads and thought leadership development.
To help agencies maximize their productivity with minimal client drama, the following tips may prove helpful in managing client expectations.
What media outlets are important?
It’s important that you understand your clients’ expectations, and that they understand what is possible, before you launch a campaign. Do they expect to be featured in BusinessWeek or invited to be a guest on Oprah? Is their ‘story’ newsworthy or colorful enough to appeal to these outlets? If not, tell them upfront.
Location, Location, Location
As in real estate, the PR agency must understand the media space, its hierarchy of interests, story development process and timetable, etc. And while publishing opportunities continue to rapidly expand online, one still faces incredible competition to be featured. At a typical trade publication, perhaps three of 15 interview sources will be quoted in the published article. Clients need to understand that building relationships with the media is a long-term process that may pay dividends immediately, but will more likely pay dividends over time once you prove your client to be an expert source.
Timing is Everything
Your client may need to secure publicity in the next 60 days, but your best chances of securing coverage may be 120 days out, perhaps coinciding with a conference or special issue. Helping clients understand timing issues is important to managing expectations. Remember that not all customers are in the market to buy your client’s product or services today – the media does not work on your client’s schedule. To maximize success, PR efforts must be ongoing rather than a single-shot effort.
Return on PR Investment
How the PR firm defines the return on their investment in public relations, and how successful outcomes are measured, will make or break the campaign and the relationship. Close collaboration with the client to define success metrics and gauge realistic outcomes is crucial. Unfortunately, every client’s baby (story) is exceptional and headline-worthy in their eyes. If clients understand average coverage generated per release or campaign based on the agency’s historical performance, they should be more receptive to receiving your invoices. Don’t wait until month-end billing to educate the client as to how the PR process works.
Beyond Publicity
Companies often retain PR agencies to generate press coverage, but this may be the wrong approach when beginning a client relationship. Publicity is only one of the elements among PR deliverables; therefore, the PR firm must educate its clients as to its full range of services – from assisting in the adaptation of social media and emerging communications platforms (like online video tools) to integrating PR results with a client’s marketing programs.
Become a Trusted Counselor
When you offer a client marketing advice and business counsel, you become a valued partner. Such open dialogue helps establish the respect that will ensure successful project management. Clients hire outside marketing professionals for their objective opinion. If you fail to deliver your professional point of view, you become a “yes man” – a status that will ultimately become your undoing.
Always be a Good Listener
Listening is one of the least understood tools in managing client expectations. Many clients are unsure of what they are trying to say or may have difficulty articulating their proposition. That places the burden on the PR firm’s expertise and listening skills to identify and package key messages. To keep a client on track, try repeating what they have said and have them confirm the accuracy of key takeaways before preparing media background or pitch materials. Demonstrating to the client that you understand their position will favorably impact expectations and streamline the outreach process.
Anyone toiling in the PR field quickly realizes that every client is unique and that taking the time to understand their business personality is not an optional activity. Do whatever is required to build bonds of trust. Take them out for coffee or to lunch, visit their office regularly to increase face-time, maintain frequent communication via their preferred mode of contact. But above all else, pay attention, listen closely and engage in an empathetic, two-way conversation.
Photo credit: Johnny Lam