June 3, 2019
What you don’t know can hurt you. But what you don’t know you don’t know can be even worse. It’s a cliché, but a useful one. And it has proven itself true time after time as I make every conceivable and inconceivable mistake in my PR efforts. It’s the same lesson, over and over again, in different flavors: don’t make assumptions.
In the hopes of giving the PR professionals out there some insight into the minds of their clients, I’d like to share with you some of the key assumptions that only hindsight has taught me not to make.