Managing client expectations: 6 guidelines for PR firms

Public relations is like owning stock—it’s a long-term investment.

Despite what some clients expect, big media hits that come a week into a PR campaign are few and far between. A steady drip of media hits is more realistic and better in the long-run.

I know from being a journalist, and now as a PR practitioner, that pitching a story rarely gets immediate results, but keeping a client front and center typically pays off over time.

Sure, every client wants to be featured on “Ellen” or the “Today” show, but the ones that expect it are those with whom you need to proceed with caution or need to educate about public relations.

The world of public relations is changing as the lines between marketing and PR continue to blur, but there remain some guidelines about pitching and managing client expectations.

Here are a few:

• Big traditional media outlets are more difficult to get hits in, no matter how strong the news angle. Airtime, media space, and the number of journalists are shrinking, and so is the public’s attention span.