‘Can You Just…’ — 6 Ways to Set Boundaries Without Popping Any Balloons

Clients have a lot of good ideas. They sometimes have bad ones, too.

That’s the heart of what makes a good communicator. It’s about refining ideas and turning them into strategic successes. A bad press release idea that might work better as a blog post or thought leadership piece. And sometimes, a well-performing blog post is the perfect basis for a press release.

Do clients know which and when? No, that’s why they hire the pros. The real skill is knowing how to push back or redirect without stepping on a client’s toes.

PR is part strategy and part relationship management. Setting boundaries respectfully is key to maintaining trust and getting the best results. Clients hire you for your expertise, but how often do they want to hear no?

In case they prefer a subtle redirect, here are 6 of my own (research-backed) ways to set boundaries without busting anyone’s balloons (i.e., the art of shutting down bad ideas in a nice way).

1. Use the psychology-backed “door in the face” (DINF) technique.

The DINF technique involves making a large request that is expected to be refused, followed by a smaller, more reasonable request.

This sounds like, “I see what you’re aiming for; that’s a big swing. It requires <insert expectations>. What if we scaled it down to something more focused first?”

This approach increases the likelihood of agreement with the second request. Research demonstrates that this technique significantly enhances compliance rates. If a client wants to land a feature in a top-tier publication immediately, then suggest starting with a niche industry outlet(s) to build credibility first.

2. Frame it as testing.

Everyone likes to feel smart, especially clients. Clients are more receptive when they feel involved in an experimental approach. A/B testing is a common method to compare different strategies, and research shows that involving clients in this process can lead to better outcomes. Try saying, “That’s an interesting idea. Why don’t we test it with a small audience first.”

If a client insists on a risky pitch angle, then suggest testing it with a small media list first to evaluate its effectiveness before a broader rollout. The extreme circumstance here is that it’s un-pitchable. In that case, you can say something like: “That has the potential to be a unique angle. I’m wondering if we could build it out more so that it’s easier for the media to pick it up.”

This softens the “no” by making it be about building strategy rather than the idea itself. Adding a customer case study is always a gem in this scenario.

3. Leverage the FOMO (fear of missing out).

Highlighting competitors’ success with alternative strategies can create a sense of urgency and encourage clients to adapt. The concept of FOMO is widely recognized in marketing and psychology, influencing decision-making processes.

If a client wants to focus on product specs in a pitch, then highlight how a competitor emphasized customer benefits (and customer references to say it) that achieved better coverage results.

For example, “That’s a solid idea, but <Competitor X> got a lot of traction by focusing on this angle instead.”

4. Reference journalistic standards (name-drop).

Referencing credible sources or industry standards can increase the effectiveness of your argument. Try something like: “I’ve talked to [reporter name], and they said they’re more focused on industry trends than product launches right now.”

Citing authoritative sources or publications you’ve worked with strengthens your recommendations. Bonus points if you have email or social media proof.

If a client wants to push a sales-focused angle, then mention that the target reporter has recently covered broader industry stories and would be more receptive to a trend-focused pitch. Give them examples of recent articles and explain how to craft the perfect story.

5. Position it as industry best practice.

“I’ve seen similar startups succeed when they focus on this type of story first” has a nice ring to it. Clients are more likely to accept advice if it’s framed as aligning with industry norms or best practices.

Presenting strategies as standard best practices can facilitate buy-in.

If a client insists on a founder story but lacks a compelling angle, then mention focusing on company milestones to validate the founder’s leadership and the company’s success in the market.

6. Offer a shortage angle.

Emphasizing scarcity or timely opportunities can motivate clients to act promptly. In fact, the scarcity principle suggests that perceived scarcity increases value and desirability.

This sounds like: “This type of story is getting picked up a lot right now <insert a couple of recent, pitchable pieces of coverage>. If we adjust the angle, we could capitalize on the momentum.”

If a client wants to delay a pitch, but a competitor has just landed similar coverage, then use urgency to encourage immediate action.

Bonus: Bail-out blurb

“If I were a reporter, then I’d probably ask X or Y — do you think this version answers that?”

Setting boundaries doesn’t mean “no.” It means guiding the client toward the most strategic outcome. You’re pushing back for a reason. What is it?

When in doubt, redirect, frame it as a win for the client and always offer an alternative.

Lindsey Bradshaw is a freelance writer, and a PR and communications consultant at Lindsey Bradshaw Communications. For 17 years, she’s helped Series A-D tech startups grow by driving awareness and overachieving PR goals.

Photo credit: jlco

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