The relationship that public relations professionals share with their clients can be unique. With any business, when a PR consultant is hired, there is typically a learning curve as projects begin to progress. It may take a few days or weeks to get into the rhythm of the process and working together.
Most people hire PR consultants because they are either miffed by the news process and want someone who is well connected, media savvy and creative…or they simply don’t have the time or desire to write, pitch and place press releases and stories.
If you are a PR pro, you’ll likely get a good chuckle out of the following list. If you’re a business or nonprofit professional, please keep in mind that my list is intended to politely remind you that thinking and breathing is not newsworthy. You must be willing to do something or say something that impacts the public, without being self-serving. Above all, if you hire a PR consultant, allow them to use their expertise to help you get publicity.
Here are 10 Things that Clients Say that Scare PR Professionals. Do any of these sound familiar?
- I want to be on Oprah.
- I wrote a press release once in college.
- How much will it cost to get my press release printed?
- I want to get publicity but I don’t like to talk to those pushy reporters. You know I was once misquoted.
- I know your PR ideas will make me money. I’m on a very tight budget.
- We’re sponsoring a giveaway with the local minor league team and will be giving away travel mugs with our new logo. It’s Tuesday night; which TV crews can you get to cover our story?
- Oh you have an opportunity for an interview with a reporter? Tell them I’m available on Wednesday at 8 AM or next Tuesday at 3:30.
- I’ve scheduled a free seminar for next month…
- My friend works in my field in Connecticut and his publicist got him into three magazines, an interview with Matt Lauer and a quote in the Wall Street Journal. That’s what I’m looking for.
- I’ve scripted out all of my answers for the TV interview you’ve arranged so I can just bring my notes on the set.
Being realistic about expectations and trusting the people you work with are critical to the success of any PR campaign. And if you want to be on Oprah, hurry! The end of her show in 2011 is just around the corner.
(Photo Credit: Canon in 2D)
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Really Funny.. They all want to be on OPRAH…. I always nod my head and say ok…. sure let me call and see what I can do .
LOL. Great list. Reminds me of my days in high tech PR. Thought that the stakes were high in that field – then I started working in the B2C arena. It’s the wild west with wishes, expectations and free advice.
Hi Lynn,
I am glad you enjoyed the post—sounds all too familiar! Indeed, the wild west is a good description!
Susan
Instead of getting on Oprah, the tech or life science CEO says “front page of The Wall Street Journal.” And there’s always the new client who wants to run the draft release by his internal team and spouse or significant other because one or the other took journalism classes in college.
I sure can relate Tom, especially to your “new client” example. Thanks for reading and commenting.
Best regards,
Susan
You set up a broadcast interview, and the client says, “I won’t have to be on camera, will I? I hate to be on camera.” That’s OK. I’ll just have them shoot the wall while reading your news release.
Great post. I am sure that all of us have heard that list at one time or another in some variation.
Having worked for a minor league baseball team #6 hits home and makes me laugh out loud. While being their PR guy, the team wanted TV coverage every night, despite the fact that we shared a market with the Mets and Yankees. The owner was more focused on that and yelling at me than the CNBC story I got them on.
Love the list! Another one that scares me is, “We’re not media experts, but …”
Thanks for my morning chuckle,
Kathie
This is so funny and true. It made my morning. Obviously, we are not alone.
Happy to have made your morning! Thanks for reading and sharing!
Susan
Great post… “I’d like to be in the Wall Street Journal” is another one of my favorites. I have to fight the urge to reply: Commit a massive accounting fraud and get arrested.
Don’t forget the comments, “newspapers are always looking to fill space,” or “this would be perfect for The Wall Street Journal.”
Ha! Funny stuff. I did something on Oprah too, what a JOY it is that she is leaving for PR people http://blog.mindspace.net/?p=323
The NY Times is always a good runner-up to Oprah! Thanks for reading and sharing!
Susan
I like your sense of humor Bill!
Susan
Amazing how things are similar, even in different markets. Brazilian clients may not want to be on Oprah, but the front page of the main business newspaper is a must! Another great question is that “how much does it cost to be interviewed at _____ magazine?” Please consider a weekly magazine to fill in the blanks…
Hi Juliana,
It seems PR pro’s, no matter where we are located, often need to educate our clients/prospects with realistic expectations and determining what is newsworthy On we go..!
Susan
5 and 9
- ROTFLMAO
wait let me stop, thats not very professional
or PR like of me to LOL.
;-)
Troy,
All is well- glad to provide some laughter to our profession. Carry on…!
Susan
Thank you, Susan! I’m bookmarking this so I can attach it to all my future contracts :)
Lisa
Lisa,
That is brilliant—duly noted!! LOL.
Susan
Fun list…nice way to wrap up the evening with a smile thinking about similar situations where I probably caused concern for our agency partners ! Cheers @MolsonFerg
#11: “We want a new PR firm because the things we told you to do didn’t work the way we expected.” ;-)
#11 is duly noted! Sounds familiar…:) Thanks for reading and commenting.
Susan
The WSJ one is the best, and Bill B. already made the “commit a felony” joke. And of course they all want Oprah or the Today Show, and they are a small B2B vendor selling some obscure widget that only a handful of people need.
Other things I don’t like to hear are: “They won’t change the release, will they?” or “why did they change the release, why did they include comments from others like—eek, competitors?”
Good list, thanks.
Chiming in late because I just found the article via LinkedIn. Funny stuff all around!
However, No. 3 is a perfectly legitimate client issue — they’re paying because they want results.
PR practitioners need a better answer than, “You’re paying for effort and expertise, not results,” because we fall back on that too often, and it reeks of snake oil.
Educating the client and managing expectations are two of the most important things in working with a PR client. The most important question we must ask? “Is it newsworthy?” Will it accomplish at least one of the following points in a way that affects enough people: 1) Solve a problem or create an opportunity.
2) Provide useful information or tips.
3) Identify a trend.
4) Help the community.
Thanks for your blog and the light-hearted way in which you presented it. It reminds us that we are not alone in facing what the client believes to be legitimate questions.
Hi Rosanne,
You have great points for PR folks—echoing my mantra of “living and breathing does not constitute a press release.” Thank you!
Susan
Greg-
You are right about the “oil snake”…people want to feel safe when they hand you money. Years ago I started putting a “Guarantee” line in my PR contracts that addresses your point. Thank you for chiming in :)
Susan
Good!
This post is great! We, on the client side, often don’t realize how ridiculous we sound. I am writing a post on my blog about what PR pros wish MBAs were taught about PR and working with PR firms.
I’d love any of your input!
Melanie from http://www.InSearchOfGoodProfits.com
nice share, good
article, very usefull for me…thank you