To help make the tough call on when to say “no,” let’s review some established rules and less tangible ones that can be used before deciding to take a pass on a new client.
These are just few a red-flag rules, but if the client gets past these then the chances are better that you can create a successful relationship and do a better job of helping clients build—or rebuild—reputations.
Insist on immediate results. PR is a long-term process, particularly in crisis communications. Building a reputation can take time and an investment. Quick-hit PR campaigns rarely produce desired results.
Want to spin the news. Yes, the media landscape is fractured, but journalists can still smell when a company’s PR team is trying to spin the news. Plus, it’s just not a good practice. The truth may not get immediate results, but it helps build a brand reputation over the long-term.
Rift in the executive offices. When there are divisions in the executive team, particularly as it relates to the PR team, it makes for an uphill battle. A successful PR campaign needs buy-in from all of the executives.