6 Things a PR Client Shouldn’t Do or Ask

One common thing you’ll hear about PR is that it is a very stressful and hard industry to work in. As a PR specialist of 5 years, I will tell you it is true and one reason is due to the clients. As PR pros, our clients are very much our livelihoods, but they can also be a thorn in our sides. There are clients I have worked with that I adore and others I would never consider working with again. I have an even higher build up of potential clients that had me running for the hills before or after a meeting takes place. Here is my list of 6 things a PR client shouldn’t do or ask. 

1. Don’t Miss a Meeting Without Explanation 

One way to ensure that I won’t take you on as a client is by missing a meeting and not contacting me. If something comes up, send me a message. If an emergency happens, fill me in when you can. A client who misses a meeting and doesn’t contact me, tells me they have absolutely no respect for my time. It also shows that they lack professionalism. 

2. Don’t Complain About the Price

PR is something so valuable that Bill Gates said he’d spend his last dollar on it. Unlike marketing, PR is about organic connections with your audience, this is why earned media is so valuable and also so much harder than paid media. Knowing this, don’t look at us crazy when we discuss our rates. I get that everyone has different budgets, but it doesn’t mean we’re overcharging. The typical PR agency charges a retainer of about $2,500 to $20,000. I charge less than that and I still have clients wanting a discount. If you can’t afford someone’s rates, just respectfully say that and don’t try to haggle. 

3. Don’t Expect us to Beg For a Hire

I really can’t stand a PR client who acts like they’re the only fish in the sea and that they’re offering the chance of a lifetime. I have multiple clients reaching out to me on a weekly basis. Hiring me for PR services is not some life changing experience for me. I have worked on projects with big names before, I’ve helped small names land on big media outlets. I will always find work as I have a track record of success. As a client, don’t act like it is a Shark Tank moment, you’re hiring someone to provide a service. If you give off that kind of vibe, you’ll probably lose out on top PR agencies and professionals. 

4. Don’t Ask us About Our Contacts

When it comes to contacts, legit PR agencies and pros don’t brag about them. A real professional doesn’t spam their contacts and rely on them for coverage. The truth is most of our media placements come from journalists and reporters we never interacted with. Also, having a relationship doesn’t mean they will cover something we pitch. They have a duty to their readers, they won’t publish something that isn’t a fit. I make it a habit to rarely reach out to a contact. I must feel very strongly that it’s something they may have interest in. If I didn’t, I would likely end up in their spam folder and lose my credibility with them. 

5. Don’t Ask us to Work on Commission

I will say that a small few PR agencies do work on a per placement basis, but most will not. One, media placements can take months to be published. Two, clients sometimes will stiff PR agencies and pros. Three, the client can be unresponsive, provide useless insights and not give us what we need. Four, PR takes a lot of time and effort, we deserve to be paid for billable work. 

6. Don’t Request That a Journalist or Reporter Add a Link

If someone writes an article and does not feel a link is necessary, they will not add it. Also, publications have guidelines on links with pieces. People who work in journalism are very busy, we should not be bugging them with little things after something goes live. Clients should also not ask to see a draft in advance or request questions  before an interview. Asking for a scope of the interview is fine, but not the questions.