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The two sides of managing client’s media expectations

danger1Expectations-300x206By Leo Valiquette

A beloved alumnus of our shop, Danny Sullivan, once wrote on the subject of managing client expectations:

“Every story has a natural news value and, while it’s important for PR people to understand what this value is, it’s even more important that the client understands it too. Without mutual agreement about what level of media traction can be expected, you’re flying blind and all too likely to crash.”

And our namesake tells this story:

“One of the first of what I like to call ‘Francis’s favourite fictions,’ or ‘Everything I know that’s wrong about PR I learned from technology company executives,’ was a line from the CEO of one of the very first tech companies I pitched when I originally ventured out on my own in the early 1990s.

“‘I want to be on the front page of the Ottawa Citizen tomorrow morning,’ he said.

‘I was a lot younger, thinner and more intemperate in those days, so I replied, ‘Okay. Go home and shoot your wife tonight.’”

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