Clients & Firms: Partners in the Pursuit of Marketing Communications

So you’ve hired a public relations / P.R. firm, or an search engine optimization / search engine marketing shop, or a graphic design house, or an advertising agency. You’ve committed to investing the monthly retainer. Your job is done, right?

Wrong.

Marketing communications requires agency and client – driver and navigator, if you will – to work together to find their way along a new stretch of road, one where the destination is successful customer communications and outreach.

Effective marketing campaigns require the skills unique to each partner. Only the client knows the day-in, day-out details of the business. Try as they might, marketing executives cannot know this depth of detail. But what the marcom exec can do is solicit those details from the client in a way that can improve the messaging.