Managing Expectations

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My colleague Ross, a well seasoned hack, takes managing client expectations to the extreme. By the time he’s finished lecturing clients about how ‘nothing is guaranteed’ any coverage – which invariably does appear – is a prize.

Me, on the other hand, a PR through-and-through and well versed in ‘wanting to please’ tends not to be so forthright.  I never promise coverage – it is not my place to do so – but I do certainly give the impression that through my understanding of the media, well-established contacts, along with a strong newsline, coverage will be forthcoming.

I came unstuck recently.

A photocall – a risk considering the shortage of staff photographers – was thankfully well attended.

The locals, Scottish nationals and joy-oh-joy a national title all pitched up.

Next day I woke early eagerly to savour my success, but alas whilst the photograph was in (the national title) the photocaption didn’t mention the reason for the pic, although the company was mentioned.

7/10 perhaps?  No client though just 1/10.  Perhaps I should have sent Ross!

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