If you’re not over-delivering, you’re not really doing your job
Is meeting expectations on a PR brief ever enough? Katie Clift argues that in today’s competitive landscape, surpassing expectations is essential.
I remember early on in my media career being given the advice to ‘under-promise’ and ‘over-deliver’ – to make sure that the results I secured for clients were always above and beyond the expectations I set for them.
But, I’m calling it – the day of ‘under-promising’ is over, and it’s all thanks to media globalisation. And frankly? I’m all for it.
Our media and PR industries, traditionally and digitally, are now more transparent than ever, and clients have clearer expectations about the outcomes that can be achieved through consultants and agencies.
It is nice to surprise clients with going above-and-beyond – so maybe an argument for underpromising? As long as you still get the job!
Surely the aim is to deliver what is needed and what is being paid for? If I bought a KIA family wagon to move the kids around, I wouldn’t want or expect the dealer to deliver a two-seat Ferrari!
Over-delivering is a myth. Smoke and mirrors. Your clients find ways to maximise profit while minimising output – as should you.
This article is redundant.