The PR Over-Servicing Dilemma: Part 2

Once upon a time, in a previous blog post, I mentioned that expectations are at the root of the PR over-servicing problem.  When goals and  expected deliverables aren’t clearly communicated and used to guide PR activities, PR agencies and their clients find themselves moving in different directions.  The agency may push forward thinking everything is running smoothly while the client is unsatisfied and restless. The result? Clients feeling the need to change course and add PR activities in a desperate attempt to fulfill their hidden expectations.  Stopping the over-servicing cycle is simply a matter of communicating and managing expectations:

1.  DEFINE THEM

2.  STICK TO THEM

3.  MEASURE RESULTS

4.  DELIVER RESULTS

Today let’s focus on points three and four.

3. Measure Results

Once your expectations are aligned (and you have agreed to stick to them) it is time to measure your results.  Create a grid that tracks “goal vs. actual” results.  For example record how many interviews you were expecting and then track it against how many actual interviews you got.  This is a great way to check off goals when they are reached.  Clients or executives can see progress being made and don’t have to wonder if the project was a success.  Wallop! OnDemand found in our most recent survey that 42% of PR pros use a “goal vs. actual” grid to help tackle over-servicing.

4.  Deliver Results

This is my favorite part.  After following the first three points you are much more likely to DELIVER expected results to your clients or executives.  And because you 1. clearly defined expectations 2. didn’t change them and 3. measured results… there should be no questions whether expectations were met or not.  (As well as no reason for clients to ask for “free add-ons” throughout the process.)  And everyone lived happily ever after!

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One Response

  1. Sound advice.

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