3 questions that stump clients, or why navel-gazing can be good

By on October 1st, 2009 In Best Practices

I have a standard list of questions I ask new clients when we have that first big meeting to sit down and review their plans.    There are 3 questions, however, that often draw blank looks:  

  1. How would you characterize the personality and culture of Company X?
  2. Are there any areas that your competition consistently pings you on (or could ping you on) that we could address subtly in the PR program?
  3. What are the legal spelling conventions for first reference of the company name? 

When they can’t answer these simple questions, I get uneasy.   I can help them arrive at the answers with marketing research and a quick call to their legal dept, but the PR process seems to be more successful if they know this much going in.

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