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what-to-expect-npI’ve been working on two pretty intense RFPs the last couple weeks.  You know the kind where you spend equal amounts of time worrying about filling out the right forms and notarizing documents as you do in creating the valuable content.

I knew somewhere in a proposal from years back that I had a great list of what makes a good client/agency relationship.  I found it and with a little bit of updating thought I’d share it here.  Anything else you’d add?

The top 12 things you should expect from your agency (in no particular order):

  1. Communications results that tie to your goals and objectives
  2. Fresh ideas and imaginative insight
  3. Availability of key agency personnel
  4. Involvement of agency’s senior management
  5. Unbiased opinions and candid evaluations
  6. Open and honest communication
  7. Access to the best suppliers and vendors
  8. Financial stability
  9. Right client mix that doesn’t create a conflict
  10. Good time management and prompt follow-up
  11. Knowledge of the market
  12. The right “chemistry”

The top 12 things an agency expects from its clients (in no particular order):

  1. Take a chance with truly original ideas
  2. Don’t pull the plug on a program or campaign too early
  3. Give public relations, advertising, digital, etc. the priority they desire and understand what role each plays
  4. Set communication goals that are measurable
  5. Give solid reasons for rejecting an idea
  6. Have respect for deadlines, give enough notice for the agency to plan accordingly
  7. A simple approval process
  8. Realistic budgets and prompt payment
  9. Constructive criticism and feedback
  10. Acknowledgment of a good effort
  11. Trust in the account team
  12. Let us do the job we were hired to do
Abbie S. Fink
Abbie S. Fink
Vice President/General Manager Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see. Check out Abbie's full bio

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