How Some Clients Get More From Their PR Agency

It may sound obvious but the most important thing in a client and PR agency relationship is communication. Clients that communicate clearly and frequently with their agencies get the most (and best) results.

If you're a client, tell your agency everything you even suspect might be newsworthy. Get excited when your agency pitches you some ideas about how your news could be leveraged into publicity – and join in the brainstorming. On the other hand, have the confidence in the PR pros you've hired – and the humility-- to accept it when the agency tells you their guts say the media won't cover what you're thinking is big news.
You're paying them for expert advice, so take it.

Chances are you'll be surprised at how many ideas your agency gets just by you sharing your news, events, happenings and plans.

If you're an agency, listen closely to your client. At first blush, something may not seem all that newsworthy. But can you identify an angle that would generate some coverage? If your client is really passionate (or pressured by other circumstances), find a way. You're creative. That's why you're in PR. If the client's request will just have you spinning your wheels with the media and burning hourly rates, have the courage to haul out your expert opinion and give it.

A good client/agency relationship is all about communication. Remember, the best publicity results from the client and agency acting like the team they are supposed to be.