I love working with clients – at the beginning when we hammer out messaging and lay out a plan of action, and especially once we get into a groove. For me, it’s one heaping part strategy, several cups of well-executed tactics, and a giant dose of well-oiled client relationship building that make the work really interesting and effective.

That said, even the most clearly defined PR program – with an approved timeline and detailed action items – can fall victim to “can you just” requests that extend beyond the core program. Unfortunately, this can put a strain on the work and overall effectiveness if not managed properly. “Can you just write one more contributed article this month?” takes time otherwise allocated to the core program and taxes the budget. Worse, is the potential impact on quality – the team never wants the clock to run out while pitching or writing the press release and supporting materials. While responding to things as they come along is often where we excel as PR practitioners, it’s critical to manage the program, the budget, and most of all, expectations when “can you just” things come up.

It can be hard to decline when a client requests work outside of the budgeted program, but the way to avoid an issue that could impact quality is to stop and ask yourself a few key questions:

• Does the additional “ask” support the primary goal, messaging, and target audience?
• Is it a better opportunity than one already planned? Can it serve as a replacement?
• Based on budget, does the team have the bandwidth to manage the additional program element?
• Is there another way to accomplish the goal, such as client involvement with research or writing a first draft?
• Does it need to be done now, or can it be scheduled for another month when the timeline is lighter?
• Is the client willing to pay a project fee for bigger “asks” so the retainer can be used for the core program?

The answers to these questions will make it easier to respond to the client with their best interests in mind. And if they press for the work to be done anyway, the response should always be an honest one – something is going to have to be moved to the back burner, then.

As I write this, I realized I myself am guilty of asking for more than is planned. At the hair salon I’ve asked, “Can you just change the style a bit?” and “Can you just add some highlights?” I’m wincing at the unintended burden I’ve put on my stylist for not planning ahead so she could schedule the right amount of time for my appointment and charge me accordingly. PR is exactly the same. Changing the plan takes additional time, contributes to cost, and can impact quality which is something no one wants in any situation.

I’m just lucky my hair turned out okay – I think.


Dog image courtesy of Psyberartist: https://www.flickr.com/people/psyberartist/