"Nothing ventured, nothing gained." We're all familiar with the phrase and we probably wish sometimes our clients took it to heart.
When people ask me what the biggest challenge about working in PR is, they're often surprised at my answer. It isn't trying to get the media's attention or tracking results of an effort or even coming up with the next new, amazing idea. It's getting the client to agree to implement the idea. Even seemingly "safe" initiatives can scare clients off to the point of retreat -- definitely not the goal of publicity.

We had a client come to us for publicity for their business. While they'd been around for many years, customers were dwindling. Their main goal was to get exposure in local papers to attract new clients, and we did just that, setting up several interviews with business reporters at the top outlets in their area. During the interview the reporter asked questions about the client's business model and trends in revenue. After the interview, the client called us in a panic. They were concerned that the details they provided would give their competitors an advantage, and they wanted us to have the reporter promise to not use any of the info they gave.

This isn't necessarily atypical. Clients often come to us for publicity but then get terrified when they're actually in the spotlight. Or they approach us for the creative ideas we're known for, then get scared of doing anything other then status quo -- and then wonder why they aren't seeing any results.

From the client's perspective, I can understand the hesitation to embrace new ideas or to relish the spotlight. Being top news does open you up to commentary from the public -- good, bad and ugly. And yes, trying new ideas is a risk -- a calculated one.

I'm sure the board at Oscar Mayer laughed their heads off at the guy who came up with the "Weinermobile" concept. And the agency who tried to persuade stakeholders to let elephants wander around downtown Indianapolis to promote the Barnum & Bailey circus was surely almost fired (think of the crisis communication plan for that one!). Yet both campaigns not only achieved the main result (publicity for hot dogs and the circus, respectively) but became a significant cultural icon (Weinermobile) and event (elephant walk).

There's always a chance that a PR campaign could fail miserably -- no PR professional can claim to have a crystal ball that predicts results. But a good agency will be able to craft a campaign that minimizes risk, creates several opportunities for success (so that if one avenue fails, the whole effort isn't a waste) and have a plan on the back burner in the very rare case that major damage control needs to be done. And any crazy, out-there initiatives (or any initiatives at all, for that matter), should be supported (and tempered) by a solid, traditional plan of action.

As Einstein once said, "The definition of insanity is doing the same things over and over again and expecting a different result."

Are you being insane when it comes to your business's PR strategy?