People get nudges, hunches and feelings in their stomach that they are 100% right about something, without a doubt, it’s guaranteed.
That impulse, that intuitive response is what every PR Specialist must produce for every client. Whether it is a small guarantee of reaching a specific person in the audience you are reaching out to or as big of a guarantee as increasing profits by 67% within the first week and a half of implementing the new customer relations strategy you created.
There is no trust between you and your client without a guarantee. For a PR Specialist, that connection must be there because the success rate of your “guarantee’s” is what defines your credibility.
Making a guarantee is an act of colossal responsibility, and with this responsibility lies a power which is often abused. That power being the construction of a guarantee of outcomes in sectors of the strategy which you have no control or influence over.
To make a successful connection between you and your client (financially speaking as well), you must work to discover the largest guarantee you can make.
To make a successful PR Specialist, you must do this with every client and know that crossing the line even once can set you back further than where you began.
While you may believe that you will simply provide small, simple guarantees, you need to accept the fact that your credibility, your status, your repertoire is only as substantial as the guarantees you make and live up to.
