Last updated on Jul 3, 2024

Your client is pushing for immediate media exposure. How do you manage their expectations effectively?

When your client demands immediate media exposure, it can be a high-pressure situation. They're looking for quick results, but in the realm of public relations, it's crucial to set realistic expectations. It's your role to guide them through the process, ensuring they understand that effective media exposure is often a marathon, not a sprint. By managing their expectations, you can foster a more productive relationship and work towards meaningful, lasting media presence.

Key takeaways from this article

Educate on the process:

Explain to your client the nitty-gritty of media outreach—how a well-told story and its timing are crucial. This transparency helps them grasp why immediate results aren't always feasible.
Set clear milestones:

Outline a roadmap of specific goals and timelines for your client. This not only sets realistic expectations but also keeps them in the loop, providing reassurance as you pursue their media exposure.

This summary is powered by AI and these experts

1 Expectation Setting

Setting clear expectations from the outset is key in managing your client's desire for immediate media exposure. Explain the intricacies of crafting a compelling narrative that resonates with both media outlets and their audiences. Emphasize the importance of building relationships with journalists and the time it takes to develop a strong pitch. Assure them that while instant results are rare, a strategic approach can lead to more substantial and sustainable media coverage.

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Jean C.

Global Social Media Team (APAC Lead) | External Communications CoE Advisor | NTT DATA Global Sustainability Awards Winner | Channel Asia's Women in ICT Award Finalist | Board Member | LinkedIn Top Voice
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To manage a client's expectations for immediate media exposure, start by explaining the complexities of media outreach and the time it typically takes to secure meaningful coverage. Highlight the importance of a well-crafted story and strategic timing for long-term success. Set realistic timelines and milestones, outlining each step of the process. Provide regular updates on progress, including feedback from media contacts. Offer alternative quick-win strategies, such as social media engagement or content marketing, to build momentum. Reinforce the value of patience and quality over rushed exposure. Good luck!

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Mohammad Zaid

Business Analyst at Borgfy | Venture Studio-Building Tech Ideas | MBA | Digital Health | Mobile Apps
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Managing Client Expectations for Immediate Media Exposure - Set Realistic Timelines: Align client expectations with current media cycles. - Educate on Strategic Planning: Emphasize the value of preparation for message refinement and audience targeting. - Focus on Long-Term Impact: Highlight the benefits of thorough planning for sustained media success. - Build Trust Through Communication: Establish trust by transparently discussing realistic outcomes and long-term goals.

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2 Strategy Development

Developing a comprehensive strategy is essential for achieving media exposure. Walk your client through the process of identifying their key messages, target audience, and the best channels for their story. Explain how a well-thought-out plan, tailored to their specific goals and the current media landscape, will increase their chances of getting noticed by the press. Stress that patience and persistence are vital components of any successful PR campaign.

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3 Media Relations

Educate your client on the importance of nurturing media relations. Highlight that journalists are inundated with pitches and building a rapport with them can take time. Encourage your client to participate in industry events and engage with the media as thought leaders. This proactive approach not only aids in getting their story out but also establishes them as a go-to source for future stories.

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Eddie Tabakman 🎙️

Eddie the Media Trainer 🎙️
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The average journalist gets close to 100 pitches per day. Meanwhile, they craft between 3 and 7 stories per week. So, if you think you're going to get their attention with a hastily put together press release or pitch, with no thought behind crafting a compelling story, you're in for a rude awakening...

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4 Timing Considerations

Discuss with your client the significance of timing in media exposure. Point out that news cycles and editorial calendars can affect when a story might be picked up. Help them understand that even if their story is newsworthy, it might need to be timed with current events or trends to maximize impact. Patience here is not just a virtue—it's a strategic necessity.

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Eddie Tabakman 🎙️

Eddie the Media Trainer 🎙️
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Timing is everything, and media outreach is no exception. What's going on in the newsroom right now? What stories are relevant at this time of year? What sort of bandwidth do reporters have? Who is on vacation? How might they think about your story in the context of other relevant stories in the world?

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5 Measuring Success

It's important to define what success looks like in terms of media exposure. Explain to your client that while feature articles or prime-time segments are great, smaller wins like online mentions or industry blog features are also valuable. Encourage them to look at a range of metrics such as reach, engagement, and the quality of coverage rather than just immediate visibility.

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6 Continuous Communication

Maintain open lines of communication with your client throughout the PR process. Keep them updated on progress, setbacks, and changes in the media landscape that may affect their campaign. Regular updates will help manage their expectations and reassure them that their objectives are being pursued actively, even if immediate results are not visible.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Your client is pushing for immediate media exposure. How do you manage their expectations effectively?

1

2

3

4

5

6

7

1 Expectation Setting

2 Strategy Development

3 Media Relations

4 Timing Considerations

5 Measuring Success

6 Continuous Communication

7 Here’s what else to consider

Public Relations

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Your client is pushing for immediate media exposure. How do you manage their expectations effectively?

1

2

3

4

5

6

7

1 Expectation Setting

2 Strategy Development

3 Media Relations

4 Timing Considerations

5 Measuring Success

6 Continuous Communication

7 Here’s what else to consider

Public Relations

Rate this article

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