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June 28, 2007
What we have here is a failure to communicate...
...Or, managing relationships, traditionally and digitally
By Nichole Woodcock
Reading Guy Kawasaki's blog entry on “The Top Ten Reasons Why PR Doesn't Work” is like rubbing salt in a wound. There is nothing worse than when a campaign is viewed unsuccessful in the eyes of a client. Every client dreams of “Oprah” and “The Today Show,” but if our client is Mattel and they are trying to get on top broadcast shows with the latest yo-yo, we have to advise them to thoughtfully reconsider. The same is true for the blogosphere. Not everyone needs to have an island in Second Life, even though the client might want the latest, greatest digital "must-have."
Whether it's a traditional PR initiative or a digital endeavor, It is our job as professionals to manage expectations of campaign results, keeping in mind that no two clients are alike. What might have been a great success for one client could turn out a flop for another. There is a way to be honest and fair with a client without insulting their ideas or thoughts. PR is a paid service to manage communication and if we do not advise our clients to the best of our ability, we all look bad in the public arena. If you were paying someone for something they promised you and it never happened, you would be upset too.
A client can be difficult, crusty or perhaps perfect to work with, but for each campaign or RFP we have to manage values and relationships with clients and act on their best behalf with honesty and integrity.
Posted by Alicia Dorset at June 28, 2007 11:47 AM
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