4 reasons to turn down a new PR account or job

A new client or job in this economy is great, but sometimes it’s the wrong fit. Here are four cases when you should say no—and how to do it.

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Doing so can be a tough decision . But like anything in life, if the caution signs are there or you’re just not feeling it, it may be best to move on.

Here are four good indicators you might want to take a pass on a new opportunity:

You don’t believe in the product, or maybe even the people.

At the end of the day, PR is about selling the product or company to the audience. How can you effectively promote something you don’t believe in? If intuition kicks in at some point, making you question the product or the company, perhaps it’s best to follow your gut. If you can’t stand behind it, it’s not good to stand in front of it.

When the potential client or boss can’t explain or clearly state the associated marketing goals and objectives.

Worse yet, some may not know what the company’s overall business objectives are. Without the company clearly articulating the broader strategy and direction, what do you have to adhere to, and how can you make a difference?

Chances are, they won’t be able to understand how you’ll help them meet the goal. Whatever those may be.

When the executive team doesn’t see the value of PR.

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