As distinctions between advertising, marketing, promotion and public relations continue to blur while communications channels multiply, companies seeking public relations representation need to reconsider their role in the client / PR agency relationship.

The best PR results are always the product of a collaborative agency / client relationship. And, while the key question companies seeking counsel ask of business associates is, ‘Do you know a good agency?’ once as agency is retained, their next question should be, How can I be a good client?

On their side, PR firms can help manage the selection process by devoting adequate resources to researching prospects before deciding to pursue or accept the business. The Agency should ask whether the work will be conducive to the agency’s growth, is the proposed budget realistic, will client senior executives be involved, and does the company have a good track record working with PR firms?