While most of our work comes from word of mouth these days, we are often rung by potential clients trying to find out more about what we do and what we could do for them.
It is always pleasant to be singled out for possible work but, as David Ogilvy says:
“Our business is infested with idiots who try to impress by using pretentious jargon.”
Over the years we have developed a bullshit-monitor which starts ticking immediately the words budget, opportunity, and past PR contractor are mentioned.
Bullshit #1
We recently received a call from someone who started the conversation with "I've read your website and I like the fact that you work with not for profits. I have a project that I think will be perfect for you as it does not have a budget."
Our response was, nicely, if you don't have a budget, how do you propose the project will be started let alone completed.
The answer was that there will be so much future work, this is a getting to know you project.
The call ended.
Note to potential clients: if you don't have a budget for a project, you evidently do not value the project.
Bullshit #2
Then there are the calls from potential clients who have had PR companies walk away from the contract.
"The guys were lovely but they just did not get what we wanted or needed."
Our question to the caller was straightforward: "Were they working to a brief that you had signed off on?"
The answer was affirmative.
Note to potential clients: It smelt as though the brief was not well constructed and the client's expectations were out of kilter either with expectations, budget, or both.
Bullshit #3
Or there is the call from someone who says their project is the best thing for your company because it will be an asset to the many other projects that you have done.
Our reaction was immediate: “How do you know what will look good on our website? Who are you, and what do you do.”
Note to potential clients: Don't tell a prospective PR, or any prospective employee, what is best for them.
Other bullshit rebuttal tips!
Always ask about the budget at the interview and before you accept the job. Give them an idea of your charges and if they grimace, don't pursue the conversation. You will be wasting your time.
Always ask for a brief about the job, and if you receive one, check their spelling and grammar. Poor communication often impacts a working relationship.
What’s the time frame? Do you have the time to do the job, especially if it is a rush one. Are you able to charge accordingly? If the answer is to all the questions is no, don't do it.
Ultimately, if you run your own business you are free to knock back work. Always be polite and wish them well.