Work to Lose the Work? A grown up perspective on Acquisition Comms

Today’s puzzle… When does it make sense to take on a client you know you will lose… if you do the job correctly? Has to be a contradiction in terms, surely; why would a sensible business person – which it says on my business card I am, right?! – take on work that they know will be only judged a success if it results in the job disappearing for good? This is an aspect of B2B hi-tech PR that I think you have to have a certain amount of maturity to not just take on, but get right. And it’s PR for acquisition. That’s to say, your job – perhaps a mission, known sometimes only to you and the very top level of managers at the client – is to get the firm bought. A lot of agencies take on clients assuming that they will last for ever – or rather, their contribution is to work for as long as

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