Developing Key Partnerships In Today’s Communications Context

You scratch my back, I'll stab yours. It's a nihilistic take on an amicable adage, but communications professionals know that symbiotic relationships haven't always been viable within the inner workings of organizations. For example, the Church-and-State mentality between marketing and public relations may be dissolving out of a business necessity, but that doesn't mean territorial sentiments don't linger. And what about those agency-client relationships? Some are all health and happiness, sure, but others resemble dysfunctional marriages.

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