Unfinished business

So, yesterday's post touched on reasons why The Silverman Group (or any publicity firm) might take on a new client even if the fee is less than we usually accept (reasons such as: the cache, our passion for the product, the ability to maintain relations with niche media contacts, etc).


On the flip side, it is worth noting that there are also reasons why we might NOT take on a new client, even if the fees are acceptable. These are fewer and far between, and typically make for better stories.


Four actual reasons we have turned down business:


1. Potential client has unrealistic expectations. This usually becomes apparent in the first meeting, when we are asked about our contacts with Oprah! (For those unaware, just because she lives here does not make it a Chicago television show.) This has happened less over the years, as I believe the show's ratings have decreased and clients have recognized the national focus of the show (which is not to say local clients don't believe they have national appeal.) "Getting on Oprah" is an extreme example, but we frequently have potential local clients who desire (or should I say "require") us to deliver national coverage (such as a review in the New York Times or having The Today Show broadcast live from client's site) which realistically, based on our past experience, is a long shot. It's not impossible - depending on the client's national newsworthiness and the travel schedule & budget of desired medium - we just don't want to set ourselves up for failure! I tend to be more of a realist - better to under-promise and over-deliver as they say -so if national exposure is a must for the client, as a Chicago-centric firm, we might likely turn it down rather than under-deliver results.

2. Potential client would make our lives miserable. Have learned over the years, the hard way, that even a good paying client is not worth the fee if we dread their emails or calls. Clients become avoidances generally when they have false expectations (see above) and will not accept rational explanations for why we are not able to accomplish something they see as a "slam dunk." What we are able to accomplish (which usually is a great deal) is not good enough - or could have been achieved by anyone - and the expression "what else?" becomes a common retort. Life simply is too short to be spent defending one's good work.

3. Potential client in a field we're not passionate about nor familiar with. I'd like to think that The Silverman Group is successful because we take our jobs seriously and sincerely want to spread the word about our clients! We are each, in our own way, passionate about culture - be it a pop culture film festival or the more higher brow, fine arts. Being fond of, and familiar with, the clients we represent makes our jobs more enjoyable (and ultimately makes us more successful at what we do). I have in the past, accepted contracts for publicity projects outside of the entertainment or non-profit realms, with limited success. Spending your time immersed in an environment in which you are not comfortable (or excited about) will generally produce fewer results and become a frustration. We all want to produce for our clients, and when we can't, it's morale draining and generally time wasting.

4. Potential client wants to pay in cash... with $100 bills... pulled from back pocket. True story and something about that gesture read to me as unprofessional (and potentially illegal).

And so I await tomorrow's new business meeting!