Is your PR agency misleading you?

media update’s Aisling McCarthy looks at the common white lies PR agencies tell and the damage that can do to both the agency and the client.

Why do PRs mislead their clients?

When looking for the right PR firm to represent your business, there is a lot of competition. Often, in order to secure a company’s business, some PR firms may try to say all the right things to win over a client.

In an article for Spin Sucks, Gini Dietrich says that PRs often say things like “We love your product and the media will love it, too.”

She says that she laughed at the thought of it, considering that when going into a relationship with a new client, PRs always love them, their organisation, and what they sell.

“It isn’t until you get about 30 days into a relationship that you truly understand the features, benefits, and challenges of what you have to help them build awareness for and sell.”

However, this is not necessarily a deliberate attempt by PR firms to mislead clients, says Gabriela Brondani Rego, from Urban Espresso PR.

“During the pitching process or when trying to sign a client, some agencies might promise the world, knowing full well it’s not realistically possible. [They often] commit to certain things they know they may not be able to deliver.”

The director of PR Lab, Kirsten Hopwood, seconds this, saying that these situations are generally borne out of fear of losing business.

“Some companies tend to over-promise and under-deliver, which leads to unhappy clients and the feeling of betrayal. Some companies I have heard about outright lie about things to get business or to look better.”

However, this is not the case with all agencies, as Brondani Rego explains that it is only a handful of PRs.

“There are a lot of very honest and open agencies who play open cards with their clients. It is the best way to manage expectations and to strive towards building a solid relationship and a fruitful partnership long-term.”

What are the most common ways clients can be misled?

One of the most common ways which clients can be misled is through PRs over-promising on media coverage, says Hopwood. She says that in an effort to highlight how good they are, PR firms may promise coverage in a big publication, but not deliver on it.

“There are big publications whom we would all love to have feature our clients, but due to their specific stance or focus, may not find your story interesting or newsworthy. One needs to be realistic and honest with clients on how the pitching and editorial process works and the possible results thereof so that you manage their expectations.”

In an article for Business Insider, Peter Kafka says that in an effort to stand out, many PRs will try to convince clients that they will deliver what no one else can.

“Part of public relations is managing clients' expectations. Not all products and services are newsworthy; some will appeal only to a niche market. Others are entering a market that's already over-saturated.”

Brondani Rego says that there is a certain vernacular associated with the over-promising that some PR firms do.

“[The most common misleading phrases are] often either ‘Yes, of course we can get you into that media!’ or ‘We can guarantee XYZ earned media coverage’, both of which could come up when pitching for the business.”

However, Kafka says that many agencies are scared of telling their clients the truth, fearing that they will lose the business.

“Instead of functioning as a strategic advisor, they act like an over-eager suitor on a first date.”

Hopwood suggests that many PRs guilty of misleading their clients may have completely well-meaning intentions.

“There is such a desire to please clients and make them happy, that it is understandable why, sometimes, these white lies occur.”

The harm in it – for PRs and clients

Brondani Rego says that discovering your PR firm did not deliver could leave a client feeling disappointed and betrayed, as well as unwilling to trust the firm going forward.

“The relationship between an agency and a client has to be built upon honesty and integrity and working toward a common goal for the client. Lying is just bad news all around for this relationship.”

When it comes to dealing with clients, Hopwood says that honesty is always the best policy, and it can go a long way to creating a stable relationship between the two parties.

“In the event that an agency does lie to an existing client, it may be to avoid being the bearer of bad news or to cover up for a job that was not done or forgotten about. This can do a lot of harm and damage the relationship in the long run. Rather just be open and honest. As cliché as it sounds, honesty really is the best policy.”

For a PR firm, being caught out in a lie or being called up on things you promised, but failed to deliver, can cost you your reputation. In a field where managing reputations is the name of the game, it is imperative not to damage your own reputation, says Brondani Rego.

“You set false hope or incorrect expectations of the agency. If you get the business and can’t deliver what you promised, it’ll do quite a bit of harm to your reputation, as you’ll be made out to seem like an agency that’s all talk and no action, who can’t deliver.”

Not only does this affect the client’s relationship with the specific PR firm, but Hopwood says that it affects the credibility of the PR industry as a whole.

“To set a relationship based on a lie is a recipe for disaster and, when exposed, not only throws your credibility out the window, but that of the PR industry. This makes it difficult for credible companies to come in and pick up the pieces as the client already doubts the investment, and you spend the next few months trying to prove to them that PR is an asset to their brand and a worthwhile spend.”

As a PR, Hopwood says that it is important to keep in mind that your job is also to advise and assist your clients – and tell them the truth.

“If a client comes up with an idea that you do not think is going to work or appeal to media, say so. They have employed you for your expertise and you need to give your opinion.”

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A PR agency can affect the way your brand is viewed by consumers. Read more in our article, Why the right PR agency can affect your image