New Year’s Resolutions for Both Sides of the Table

Earlier this year, the PRSA Counselors Academy and the Corporate Section co-sponsored, with PR News, a survey to better understand the relationships between
agencies and their corporate clients (see PR News, May 17, 2004). As we brace for a new year and (tough) new challenges in agency-client relations we thought it would be a
good idea to see what the PR profession learned from the survey and how it can capitalize on it in 2005 and beyond.