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