Good clients of PR shops collaborate as partners with patience

01/2/2013 | MediaPost Communications

A "good client" of a public relations agency will see the shop as an integral extension of its marketing efforts, writes Len Stein. The good client will clearly define the role the PR agency will play, collaborate in the process, generously share changes happening within the company and really take their advice under consideration. Managing expectations is also crucial, as instant results are not typically reasonable expectations, Stein writes.

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