The management of the public relations of your clients’ expectations is crucial when managing an organization’s PR department or a PR agency. It is your responsibility to establish and manage the expectations of each client’s PR.
It is important to clarify each client.
- What PR is and isn’t
- What is public relations and what it cannot do?
- The advantages each PR program component you suggest will bring
- The difference between advertising fluff and substance in PR.
If you can explain the process of PR together with the PR’s advantages and limitations before working with a client you’ll prevent huge confusion and dissatisfaction from clients during the course of the project.
Here are the most important points both you and the client need to reach an agreement on when it comes to PR program expectations:
What would the client think of a successful PR campaign?
From the perspective of the client’s point of view, what objectives or metrics are the most important factors in determining PR’s effectiveness? Do they expect an effective program of public relations to enhance the company’s image in the community, or perhaps with potential and current customers? Perhaps they want to establish your CEO’s credibility as a thought-leader in the business, establish the relationship between the company and local and state legislators, or boost the bottom performance. What’s the timeline?
It is essential to be able to agree about the criteria for success to attain it.
How do you use PR to help your business? What strategies can allow you to succeed in public relations?
A variety of interconnected factors — not just a few flashy eventscreate the power that drives any successful public relations campaign forward.Achieving efficient public relations means more than simply generating clips for press and publicity.You already know this, but so is your client.You should explain the need and benefits of engaging with sources like trade publications, news media and social media, Internet and social media to provide consistent and persuasive messages to the right audience.
What is your client’s expectation of exposure to media?
Before you start your PR campaign, you must determine your client’s perception of media and their exposure expectations. Are they expecting regular placements on The New York Times, features in major business publications or appearances on major talk shows? Are these opportunities possible and worth the effort? If not, then explain why and immediately. The majority of clients expect more coverage than they actually need for the money they’ve invested. They also tend to underestimate the value of certain types of coverage.
Which media outlets meet the needs of your client’s PR?
It is important to ensure that your client understands the reasons you’ve selected specific media outlets to connect with specific audiences, and why they will produce desired outcomes. Discuss why it’s not making sense to choose a media outlet that don’t cover your business. A feature story in a trade publication can increase sales and create more impact on the targeted market than a short reference in a magazine for business. Customers may not know this, so you need to inform them. This is all part of managing your clients public relations expectations.
Brian R. Salisbury, writer, as well as a public relations and communication consultant He combines his vast knowledge of communications with an captivating writing style to help his clients create the most effective communications and make them reach the most impact in areas where they are needed the most. Visit Brian’s website at [https://upcity.com/profiles/otter-pr/st-petersburg] and subscribe to his free public relations newsletter and receive his free report “Ten Key Components of a Successful Public Relations Program
It is important to ensure that your client understands the reasons you’ve selected specific media outlets to connect with specific audiences, and why they will produce desired outcomes. Discuss why it’s not making sense to choose a media outlet that don’t cover your business. A feature story in a trade publication can increase sales and create more impact on the targeted market than a short reference in a magazine for business. Customers may not know this, so you need to inform them. This is all part of managing
your clients public relations expectations.
Brian R. Salisbury, writer, as well as a public relations and communication consultant He combines his vast knowledge of communications with an captivating writing style to help his clients create the most effective communications and make them reach the most impact in areas where they are needed the most.
