Wed 16 Oct 2013
by Donald Silver
Does this sound familiar? You’ve paid good money to a public relations firm, and it’s been a few months. You’re disappointed. You expected more media coverage, fame and fortune.
The P.R. firm seems to be doing the right things. What happened? Here are some reasons why you haven’t seen the success you expected:
1. We had different expectations. One of the most important jobs that a P.R. firm has is to manage the client’s expectations. When a new client comes to us and says his goal is to get his company into the Wall Street Journal this month, our job is to explain the likelihood of that happening (probably not this month, but maybe in the next six months), and to lay out a realistic plan about what can be accomplished each month. Remember, these are expectations, not guarantees. When we work with the media, even stories that are slated to be published or broadcast get bumped. In addition, we are competing for clients against some firms who will say anything to get a sale, and promise the world to clients.