Assessing Agency-Client Relations: Be (Brutally) Honest

One of the many famous remarks by former President Ronald Reagan, who died June 5 after a ten-year battle with Alzheimer's disease, was "Trust, but verify." The comment by the
"Great Communicator" was Reagan's way of characterizing his relations with the then-Soviet Union in the 1980s. The same might be said for PR agency-client relations, which, even
in good times, can be a delicate dance. Invariably, there's a push-you-pull-me aspect to agency-client relations.