It is very hard to make clients do anything, even when it is in their best interest. I want to talk about the dark side or public relations tonight. Most people think the life of a publicist means coordinating interviews and residing on the sidelines of glamorous red carpets.
In fact, our job can be very special at time and glamorous, but most of the time we have to convince clients to show up for interviews, say the right thing at interviews, and then understand that the interviews still may not be composed in a positive light. We can arrange interviews all day long, but we can't make the reporter like our clients all of the time.
This is the dark side of public relations and it is the main reason why a client skips from PR agency to PR agency. They will never find the perfect public relations firm because they are unwilling to listen to their publicity team. So, how do you handle this scenario when you come across it (and you will)?
First, have an air-tight contract to define that PR is only as good as the client who gives the interview and accountability is shared with the client.
Second, make sure you client signs off on any media interview, offer, press release, or other collateral that is represented to the public by your firm. Why? Well, your clients may become irritated at this procedure but it will protect you should an interview go south. The accountability doesn't sit solely on your shoulders if the client acknowledged the risks, benefits, and then gave the answers during an interview.
These two small tips will save you a lot of heartache and they will give your client a clearer picture of what his or her expectations are within the confines of your contract.
Until next time,
Coco the CEO
No comments:
Post a Comment