Tip Sheet: Maintaining a Healthy Client-Agency Relationship

By Colleen Edwards Although good results can occur from suboptimal client-agency relationships, the most successful programs--those with continuous dialogue, respect and remarkable results--are the ones with healthy client-agency relationships. Having been on both the agency and client sides during my career, I can offer the following insight into what clients and agencies love and hate about each other, and tips that can help PR execs on both sides of the table develop successful partnerships and programs. CLIENTS LOVE: *Agencies that have deep expertise and contacts. Clients want a team that has more experience than they do and who can leverage the contacts, successes and lessons learned from other successful campaigns. *Fresh, creative ideas that hit the bull's eye in terms of results.

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