“The majority of problems arise when there is a gap between expectation [from the client] and what’s being delivered.”
Murray surprised me when he went on to state that it is always the PR agencies fault. He took responsibility. He understands that a clients expectation isn’t wrong because the client is wrong, it’s wrong because the PR professional didn’t communicate properly to shift the clients expectations. OR, which Murray was more-so pointing out, the client’s expectation is accurate and the PR professionals are working on their own agenda’s with their own expectations.
Murray pointed out that it is bad relationships that can turn into strong strategies. When a PR agency isn’t pleasing their client, isn’t fulfilling their expectations, they have a challenge now, to grow, to adapt, to understand.
Murray ended with saying that accepting your failures and working past them, to close the gap between expectation and what’s being delivered, is the most difficult act that PR professionals get in. However, he knows that it can always result in something positive. “Don’t take it for granted,” he says.
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