They come when clients get anxious that they are not meeting a target and decide that “something must go out.” Maybe they’re right, but that “something”—whether it is a news release, video or social media post—should fit into the big picture.
That’s where you come in.
Ask your clients these questions to spark strategic thinking and help your efforts:
1. What are your objectives?
This may seem basic, but it’s the most important question.
Ask your client what he or she is trying to achieve with this particular communication. Maybe there’s pressure for a spike in sales before a particular deadline or a push to sell out an event.
Whatever the purpose, make sure what you’re doing links back to your overall objectives.
2. Why now?