7 ways PR pros can manage client expectations

Setting and maintaining reasonable goals is a necessity for public relations agencies to grow and decrease turnover. These tips can help.

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It’s a curse, because clients typically don’t know what we know—and explaining how the PR process works can be an uphill battle.

It’s a blessing, because that means we have clients (and revenue) coming in the door.

In a recent survey I conducted among 84 PR agencies and freelancers, managing client expectations was voted as the No. 1 issue that modern PR pros face. So, what can we do to better manage client expectations and reduce turnover?

Here are seven tips to get you on the right track:

1.Don’t be afraid to call the baby ugly. Clients don’t always know what’s best for their campaign—sometimes they need tough love to set things on the right track.

Their vision for the campaign might not be feasible (or could be completely outlandish), and it’s our job to tell them that upfront—preferably before we take their money.

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