The perception should be tested. If one small group makes a point, or has a perception, then that perception needs to be tested with a wider audience, to check its veracity.
A prime example of reacting to a view or perception of a very small sample is the storm in a teacup that has erupted over a retailer pulling a tabloid from its shelves, because of complaints received from customers.
The "old mother grundy" approach to customer care, in this instance, leaves a lot to be desired and will almost certainly lead to a backlash - all based on the knee-jerk reaction to a small handful of perceptions.
Clients are quick to jump on the single perception and make it the key driver in a communications or PR campaign, and when the desired results aren't forthcoming, guess who they blame?
I've overhead this discussion before:
"Journalist 'A' doesn't know anything about us and hasn't received one piece of communication from us. What have we been paying you for - you're fired..."
Or
"Look what journalist 'B' is saying. That's exactly what my husband thinks. It's true. Let's change the direction and messaging of the campaign..."
What a crock of... Unfortunately, it's not uncommon and it's mostly the fault of Pee Haars. We allow clients to brow-beat us. And yes, we all do it - regardless of the size or professionalism of the agency. Why? Well, quite simply because we need the account, we need to pay the bills and, all too often, we don't have enough faith in our ability, skill and expertise. And perhaps, more importantly, we don't say no.
When did you last fire a client because of irreconcilable differences or simply because they don't understand the Pee Haar-client relationship. Clients pay for a professional consultancy and the supplier provides professional service, expertise and advice. We debate and discuss and explore the issues and provide insight.
Yes, clients - we provide insight. That's why you pay us. You don't pay us to be second-guessed because your aunt Matilda thought it was a good idea.
Sometimes we Pee Haars should consider our own business reputations. Consider for a moment what kind of damage is being done to the agency brought in to manage the #BP blow-up? Is any amount of money worth it? The agency will forever be remembered as the "bunch" that tried to cover up the oil fountain in the Gulf.
Saying "No" when your professional hairs stand up on the back of your neck will give you back your power. It will empower you to move forward with strength and it will ultimately steer your clients to see the light when the time comes to make new decisions.
