Unreal expectations from public relations
As a public relations consultant, clients have asked us to make sure that a reporter gives us in advance all the questions they’ll ask during an interview, or to preview the reporter’s story in advance, or to edit the journalist’s story.
Listen to your PR pro.
We often find ourselves having to help clients comprehend that just because you are in business, doing what you are supposed to do in your specialty, and are successful at it; there is no reason to write about your company. Except, if you are using ground-breaking new technology that advances the industry, or is dramatically more profitable, or has landed Oprah as a client…and then you probably should not be talking about your clients.
This article from Susan Young makes the point that unrealisstic expectations from public relations firms’ clients often cause issues.
When you hire a PR pro, you have done so because you recognize that you either can’t or don’t wish to manage your company’s public relations program. If your PR counsel tells you that you need to be doing something newsworthy, listen to them. That’s why you are paying the PR firm.
*Photo courtesy of Paul Bridgewater on flickr creative commons
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