Integrity, Honesty, Courage
Avoiding the Pitfalls of Over-Promised Results

Two Antennas ago I discussed the importance of saying no (Getting to No, Feb. 2004). This month I’ll be talking about another important skill, being honest; or in this case, not over-promising results.

All of us are guilty at one point or another of becoming excited about project X and in the heat of the moment, communicating “expected results” that are simply unattainable. It happens to the best of us – we seek to achieve lofty goals. It’s admirable, really.

Here’s a personal example of over-promising results – an experience that opened my eyes. One of my early employers was Barber Foods. David Barber, the VP of Sales and Marketing, supported me as I set out to produce “big time” results for his company. In one particular marketing effort we executed a direct shipment of new products to a select audience of influential nationwide healthcare professionals. The goal was to obtain feedback from these professionals that we would use for conclusive evidence that our product development was on-track.  Based on the high-quality industry list we used for the mailing we were expecting a 30 – 40% response rate (plus incremental results in the form of product requests direct to industry suppliers, which would “pull” our product into the channel). However, due to internal and external logistical complications, results flopped. At the end of this unsuccessful project David told me, in a Knute Rockne sort of way that it was better to have set my goals high and tried like heck to pull it off, than to have to have planned using goals that were too low and achieved my goals. At the time, it made me feel great to know that I had his support. He was a catalyst and still is, I’m sure, for whoever is under his wing at Barber Foods today. Looking back, I now see the danger of over-promising results to my client – my manager.

Today, as Gillian and I run gBritt, we are not in a situation where we can over-promise or mis-calculate expectations. We’re “selling” services to our clients that require a realistic approach, always. We’re well aware of the costly results of over-promising results. As you reflect on your own David Barber-like experiences, I’d like to focus on P.R. and how to approach planning for results.

P.R. is information dissemination. Success depends on communicating information via the most effective manner possible. It means using methods that lead to the greatest possible exposure and attention for your people, products and services – your brand. You shouldn’t select an agency because of the results they promise. Outlandish results or “one hit wonders” occur, but what matters most is that you work with your agency to identify and execute best-approach strategies that lead to consistent inclusion for your brand and message in places that maximize ROI. You do not work to obtain extreme results. Long-term, constant progress and steady results add up to much more than any one-hit wonder.

 gBritt’s three keys to avoiding danger zones:

1)       Set realistic expectations (do not over promise results)

2)       ID and focus on priorities (do not create work that is outside of priorities until all key points have been addressed)

3)        Deliver what you say you’re going to deliver (do not be untrue to your word)

These points might seem simple enough, but in the course of day-to-day planning and executions, they often are ignored.

Integrity | Honesty | Courage

From a P.R. perspective agencies and clients must approach relationships with open-minds and open plans. Your agency cannot achieve desired results unless both parties are privy to honest and open information. The last thing anyone wants is for your agency to communicate false information to the media and ultimately, your customers. For example, gBritt works with its clients to identify and flesh out strategies based on values including integrity, honesty and courage.

Here’s what we promise to our clients

1. To construct a solid P.R. positioning strategy
2. To ask good questions and ID realistic P.R. objectives
3. To establish a manageable P.R. budget
4. To determine high-yield P.R. messages
5. To recommend the most effective P.R. channels for your brand
   • Special events
   • Press releases
   • Speaking opportunities
   • Public service and charity
   • Sponsorships

Here’s what we don’t promise

1. Immediate story placement
2. Extreme results (i.e. front page visibility)
3. Instant impact on sales
4. Rapid brand/company recognition

The most important aspect of a client/P.R. agency relationship is exactly that, the concept that it is a relationship. In order for a relationship to be successful, it is necessary to get to know one another thoroughly, to understand the goals and needs of the partners in the relationship and to allow time for the relationship to build. All of this effort is also used to build relationships with your audience, whether you are using your P.R. firm for internal or external communications.

The lesson to story is this: to achieve long-term, productive results, client/agency expectations must be realistic. Regardless of what system or method you or your agency is using, take it slowly, communicate clearly and don’t ever over-promise results.

gBritt P.R. & Marketing, www.gbritt.com
 

gBritt offers a unique combination of strategic P.R. and Marketing services.

Meet with us to discuss how gBritt can maximize your marketing communications ROI.