One of the mantras I teach about WOMBAT (word of mouth beats all techniques) is exceeding expectations. Peter West is a media relations pro with a lot of experience dealing with the LE world (that's law enforcement for you civilians!). Peter just completed a media-relations/communications training session for some Southern Ontario police officers. Now you and I know that there is nothing more intimidating than a bunch of burly peace officers who view the world in black and white. Their reception of this civilian (and ex-reporter to boot) was pretty cool for the first 10 minutes.
But apparently they warmed up to Peter pretty quickly because (in one of the officer's words) "he wasn't afraid of us."
The best thing about a customer with low expectations is that their word of mouth is tremendous when you exceed them. Well done Peter!