Manage expectations. A timeline and scope of work will allow you to stay on track and eliminate the “what have you done for me lately” attitude.
Communicate. PR should be entrusted with even the most sensitive information. Ongoing communication allows PR to have its finger on the pulse of your company and be fluid in response to change no matter how abrupt.
Be a Team. Effective campaigns need strong client-PR relationships. We’re on the phone or email with clients throughout the day, and everyone is accountable.
Encourage & Compliment. Mistakes sometimes happen. As long as they’re infrequent, accept the apology, and ensure steps are taken to prevent them in the future. Take care to compliment your firm when it’s warranted.
Listen. Honor the expertise and experience of your PR firm. That’s why you hired them. Most PRs have a real sense of ownership with their clients and your success is theirs.