Clear the Vision

Communication techniques for better management of client expectations

Managing unreasonable client expectations is both a curse and a blessing for today’s PR agencies. It’s a curse, because clients typically don’t know what we know—and explaining how the PR process works can be an uphill battle. It’s a blessing, because that means we have clients (and revenue) coming in the door. In a recent survey I conducted among 84 PR agencies and freelancers, managing client expectations was voted as the No. 1 issue that modern PR pros face. So, what can we do to better manage client expectations and reduce turnover?

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