Securing top media placements for your clients and helping their business succeed is at the heart of what we do as publicists. But, let’s face it, not every client is going to achieve the same level of success, so it’s important to set clear expectations as early as possible.

You may think that your clients know exactly what you do and how you do it. After all, they hired you for a reason! Chances are high that you discussed how your agency helped similar clients as a way to clinch the deal. Maybe you’ve even spelled out your agency’s role clearly in the contract. However, it’s critical to walk your clients through your agency’s communications process and help them identify their goals and expectations early in the onboarding process.

It may feel obvious or redundant, but asking your clients to articulate their needs goes a long way toward avoiding disappointment down the road.

Here are five actions to take to ensure that you and your clients share the same expectations:

Lay it out

Take the time to explain which of your agency’s team members does what, how you work with media and what success has looked like for you in the past. Review the following in as much detail as possible:

– Outline how you’ll get the product into media’s hands or how you’ll get media into your client’s restaurant, hotel or event space. Set parameters and identify potential logistical problems as early as you can.

– Explain that there are many variables when it comes to securing a media hit. A writer or producer or influencer may love your client’s product but not have a placement for it for days, weeks or even months. Every journalist works on his or her own timeline and each is looking for a slightly different angle.

– Talk to them about the role they play in the process. The more story angles your client can provide and the more responsive they are to your requests, the better position they’ll be in. You’re a team, and you cannot do your work well with their input.

Uncover their assumptions

Ask your client these four critical questions.

– How will you measure our success?

You must know how your client plans to measure your achievements. Some clients may want to see an increase in sales; some want butts in seats at a restaurant; some want to see a minimum number of media hits. Some will not have an answer, in which case you’ll have to help them find one.

– Tell me more.

Drill down. Don’t accept vague answers. If the goal is “increased sales,” ask, “By what percentage? By when? Where do those sales come from?”

– What are your basic expectations?

Success is the destination, but expectations are the roadmap. Asking your client about their basic expectations can uncover hidden assumptions or a lack of understanding of your process. It also acts as a framework for your PR or social plan. Your goal is to be crystal clear about what your client expects to see and when. Ask this question even if you’ve previously worked with the client (or maybe especially if you’ve worked with the client before, as they may expect exactly the same results).

– What is your dream coverage?

Knowing what your client dreams about allows you to dream along with them. Their answer may surprise you, and it may be easier than you think to surprise and delight them.

Level set

If your client’s goals or timeline are unreasonable or fall outside of the scope of your contract, this is your opportunity to reset expectations or offer additional resources to them. Although it may be uncomfortable to tell a client that his or her basic assumptions are unrealistic, your client must understand your capabilities before you start working together. It’s far better to exceed their expectations than fail to meet them. Even if you’re in agreement, remind them that success is not guaranteed and that results may take longer than they’d like.

Put it in writing

Once you both understand what’s expected, put your notes in a bulleted email so that all parties have it in writing. That way, you have something concrete to reference should memories fade, as well as something to share with anyone who joins the account at a later time.

Overcommunicate

Once the onboarding is complete and you dig into the hard work of delighting your client, communicate regularly. Share successes; share input from writers, journalists and friends; share any obstacles that might impede their success. If things aren’t going the way you were expecting them to, let your client know as soon as possible.

These tips will save you from difficult conversations down the road and bring you a portfolio of satisfied clients who will appreciate your transparency and feedback.