How Much Is Too Much?

Sometimes you don’t know how much you know until you are asked to tell somebody. I run into this all the time as I deal with clients, specifically when we first start our client/consultant relationship. It’s often when I start digging and asking a lot of questions that the full story starts coming out. When this happens its usually surprising at just how much information or knowledge the client has that could be useful to me doing my PR job.

In these instances I typically ask why they didn’t share this info before and the response is usually a blank stare followed by simple shrug or a, “I don’t know.”

Sometimes the fault is mine. In those instances, I explain to the client that the more information they can share with me the better. This explanation is usually followed with a variation of the question, “How much information is too much?”

The question is fair enough considering that most people don’t realize just how much knowledge or information they know. With that question in mind, here are five tips for knowing which information you should share with your PR team.

• Product related information. If the knowledge you have is related directly to your product, you should share it with your PR team. This doesn’t just apply to the benefits and features of your product but also to the weaknesses or faults in a product. Your PR team can help you identify the right messages for both situations and coach you on how to best communicate these to the media.
• Industry trends. The media loves to know trends and be up on the latest and greatest developments. If you have industry knowledge or expertise about a specific trend in the marketplace, by all means share that with your PR team. This information will allow your PR representative to help establish you as a thought leader and industry expert.
• Time sensitive information. Chances are, if something is time sensitive it’s important to share with your PR team. I once worked with a client that would plan events, including press conferences and fail to notify me until the last minute. Shortly before the press conference date I’d get a series of calls telling me the date of the press conference, venue and other important details. Sometimes I’d find these details out by reading the clients Facebook page.
• Milestones. Milestones and significant achievements are often newsworthy and can be used to show the media that the company is progressing and growing. Sometimes people don’t want to brag, but sharing this information is helpful and demonstrates progress.
• Product/company road map. Every business has or should have a roadmap for their company and or product. This is information that should definitely be shared with your PR team. A good PR person will use this to help shape the PR strategy moving forward and can tell you which elements are newsworthy and can be utilized to generate interviews and media coverage.

So often I see clients say something like, “I knew that” or see an article that applies to their industry and they try to or want to say, “Me too.” By this time it’s too late, unless you can add something that ‘s unique or different you’ll end up being that person that’s always saying, “Me too, me too.” By sharing your expertise and knowledge you can lead the way and have competitors or others in the marketplace saying, “Me too,” to the things you’re doing.