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Dear PR Pearls of Wisdom
Readers:
We made a few technological changes in the PR Pearls of Wisdom e-newsletter
distribution system which delayed publication of the current issue. We're back
on schedule and you will, again, be receiving a new issue every two weeks.
How to Manage Your Clients'
Public Relations Expectations
Whether you are directing your organization's in-house public relations department
or heading a PR consulting firm, you must determine and manage each client's
public relations expectations.
You must clarify for each client
- What public relations is and isn't
- What public relations can and can't do
- The benefits each PR program element you recommend will provide
- The difference between publicity fluff and PR substance.
By explaining the PR process along with PR's benefits and limitations before
you start working with a client, you'll avoid huge misunderstandings and client
dissatisfaction as the program unfolds.
Here are key points you and your client must agree upon regarding PR program
expectations:
What does the client consider a successful public relations program?
From the client's point of view, achieving what goals or measurements will
determine public relations success? Does the client expect an effective public
relations program to strengthen the company's positive reputation in the
community or, perhaps, among current and potential customers? Maybe the
client wants you to establish the CEO's reputation as a thought leader in
the industry, solidify the company's relationships with state and local legislators
or bolster the company's bottom line. What's the timeframe? You must agree
on the definition of success in order to achieve it.
What PR strategies will enable you to achieve public relations success?
Numerous integrated elements -- not a handful of glitzy events -- power the
engine that moves every successful public relations program forward. Achieving
effective public relations means more than generating press clips and publicity.
You know this, but does your client. You must explain the purpose and advantages
of engaging resources such as news media, trade publications, the Internet
and social networks to deliver consistent and compelling messages to targeted
audiences.
What are your client's media exposure expectations?
Before you launch a PR program, determine your client's understanding of the
media and his media exposure expectations. Does he expect regular placements
in the New York Times, features in national business magazines or major talk
show appearances? Are such hits possible and worthwhile? If not, explain
why --right away. Clients often expect much more coverage than is realistic
for their investment. And they often overestimate the benefits of certain
types of media coverage.
What media outlets best suit your client's PR goals?
Make sure your client understands why you've chosen certain media outlets to
reach targeted audiences and how these outlets will generate desired results.
Explain why it makes no sense to pursue outlets that won't report on his
company. A feature article in a trade publication could generate more sales
and have a greater impact on a targeted audience than a brief mention in
a business magazine. Clients may not like or understand this, so you must
educate them. It's all part of managing clients' public relations expectations.
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