The road is littered with disappointed clients and fired communications agencies. One of the primary reasons for this is a failure to establish clear and realistic expectations at the outset.
It’s hard for a company to look a proffered contract in the face and say, “Hold on. Let’s be sure that your expectations are reasonable before we start.” But it’s absolutely essential. And the companies that have the courage to insist on this step will only help themselves in the long run.
This was driven home during Mike McDerment ’s and Saul Colt ’s appearance at Third Tuesday Toronto .
McDerment says of Freshbook ’s first use of a PR agency. “We cut it off after four months. Because nothing happened.”
Picking up on this Saul Colt suggests, “We had different expectations than some of the PR companies we have worked with. We have the greatest story in the world. So we can’t understand why we can’t get coverage in some really desirable places. … PR companies should sit down and say, ‘hey, you’re about to sign a contract and we just want to let you know that you’re not going to be [in all the places you want.’”
Good advice from clients who have seen the wrong side of disappointed expectations.
Other clips with Freshbooks’ Michael McDerment and Saul Colt :
A Fresh(books) approach to social media by Dave Fleet
Your next great business idea may be staring you in the face
Freshbooks: Don’t talk about the product. Talk about what it means to people
Freshbook Execs listen and respond to customers
Online media deliver results. But traditional media still add legitimacy