What do you do when someone asks for a brochure?

I’m not anti-brochures, but I have received many requests over the years to create them when I know they aren’t needed.

If you work in communications, chances are you’ve had this request, too. It might not be a brochure, but perhaps they’ve asked you to create a new social channel, press release, or website that you know is not the solution to the problem. 

Pushing back can be tricky, especially if you are new to the organisation or the person asking is more senior than you. Here are my tips for how to manage your next request like this.

Let them know that you want to help them.

If you start by letting them know you want to help, it shows that you’re on board, even if you suggest a different approach. Getting this out first makes it easier to interrogate what they need or push back on their suggestion.

Once you’ve let them know you’re in, you could ask why they need the solution they’ve proposed or what problem they’re trying to solve. 

Explain why you’re asking so many questions.

If people are time-poor or not used to being asked questions about their requests, they might be a bit put off by your follow-up questions. 

It can be helpful to let them know why you’re asking questions. For example, if you’re trying to understand a media issue, let them know you’re asking the questions that a journalist is likely to ask so you can draft appropriate responses.

If they’ve suggested creating a new social media channel, it’s worth telling them that you want to ensure that their proposal will reach the right audience.

Ask why they think their idea is the right solution.

When someone proposes a specific solution, they probably do so for a reason. 

Ask them why they are proposing that solution; it may be because it was how the issue was approached previously, or perhaps they’ve seen another organisation do it and get good results.

Whatever the reason, understanding why they chose a specific approach will help you achieve results. 

Sometimes, you need to go with it.

There will be situations where you need to deliver what is being asked. This could be because it’s urgent, or perhaps the person asking is the ultimate decision-maker, and it is their call. 

If you feel unsure about whether or not you can push back or you need to go with it, I recommend discussing it with your manager.

It’s good to consider how you can focus on building a solid working relationship with this person so you’re in a better position to work with them in the future. This article has some recommendations for doing just that. 

You might also like to purchase my eBook, which is designed specifically for communications professionals. It will take you through six steps to help you build better relationships at work, take a more strategic approach and have impact.