I watched Room 1408 this weekend – the first half of the movie scared the crap out of me but I wonder if I will ever get back the wasted time of the last half.
One of my favorite lines was from an electrician that was called up to the room to fix the thermostat. He stands in the doorway and without putting a foot in the evil/haunted room tells John Cusack, "I ain’t going in this room… but I will walk you through it."
As public relations professionals I wonder how many of us are more than willing to walk our clients through the communication process without ever going in the room. Have you ever suggested to a small business owner that they create a blog or website but don’t have one of our own? What are the pros and pitfalls of such a suggestion for them. Will it improve their bottom line or just cause more stress because they just added one more task to an already very full day. Have you written a media release without really knowing all you can about their business or industry?
There is huge value to knowing and using, first hand, how the tools we suggest others use work, their personal and business value, the long term implications and short term impact. And an even greater value to knowing about the business/business you are working for. By
Walk in the room, poke around a bit, get comfortable and only then invite your clients in and walk them through it.