5 steps for improving agency relationships

How can in-house marketers and PR teams get the most from an agency partnership? Try these steps to build a rapport between your organizations.

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The world of marketing is changing faster than ever in today’s modern customer landscape.

CMOs and chief communications officers are being held accountable to drive bottom-line growth, which means there’s no wiggle room for error when it comes to leading successful marketing teams and agency relationships. I know this because I’ve seen all sides.

After eight great years developing and leading integrated, multichannel marketing campaigns at a corporation, I’m now back at a PR agency managing breakthrough campaigns. It’s been eye-opening. While I’ve seen vast changes in modern public relations practices, there are persistent issues when it comes to client-agency relationships.

Here are five key ways CMOs can manage and strengthen agency relationships to get the most out of their partners:

1. Enable your agency to be successful.

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