What Makes a Great Client- Agency Relationship?

Maintaining and building any type of relationship is a moving target, and when I look at my agency’s relationships with clients, I see them being similar to both a marriage and an attorney-client relationship. In a marriage, you are building a future with a partner you have chosen to be with for the long term, and the relationship is very personal. In an attorney-client relationship, it’s a business arrangement between two parties who have the same goal. In this relationship, clients hire the best attorney they can find to be their advocate. Their attorney is the expert — and if the client goes against the attorney’s advice, it could spell disaster for their case. Any type of relationship should be a win-win for both parties.

Keeping the above in mind, here are a few thoughts gleaned from the last decade or so of client-agency experiences:

Always treat each other with respect

Respect should be a two-way street for the client and the agency to achieve success. We know our client is the professional expert in his or her field, and we deeply understand the industries that they serve.  This helps us work with the client to create strategies that will help them reach their business goals.

I’ve had prospective clients contact me and say, “we already created a strategy and timeline and we just need a PR agency to execute.” While we aren’t opposed to working this way, what we often find is the strategy is missing key elements, or the timeline isn’t ideal for media coverage for one reason or another. When our team is asked to only do what we’re told by a client, it is extremely difficult for us to deliver the type of results our clients deserve.

Mutual respect strengthens a partnership, and the very best results come when a client is willing to communicate and turn over the reins of the communication planning to our team of experts.

Trust is the key to success

One of the things that our team works hard to do with every client is build trust. We choose to work with the most trustworthy and respected businesses that align with our agency’s core values, and we work very hard to show our clients that we are proactive and dependable to do what we say we will do.

Representing your company in good times and bad means that a client needs to trust us with very sensitive and confidential information so that we can plan and be ready to jump for them in a crisis. We also put our agency reputation on the line for our clients so having this mutual trust is very important.

Don’t burn bridges with the media

My team puts a lot of effort into getting your business the visibility it deserves. So, when we secure a media interview, sometimes you’ll need to respond quickly, even if the response is that you are unable to do it.

We totally understand you have other things to do, but good communication goes a long way to having and keeping positive relationships for your company with the media.

We thrive on trust, respect and open communication with our clients. We want to be an extension of your marketing team – a true partner in building your brand. This is when we’re able to fly and do our best work for you.

Contact us today for a free consultation and see if we’re the right fit for you. Call 865-977-1973 or fill out this form.

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Heather Ripley, Founder/CEO

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