The Golden Rule

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“Treat others how you want to be treated.” We are all too familiar with this rule; we’ve heard it from our parents, our teachers, and our peers. But as time goes on, we have realized just how relevant that quote continues to be. Take our industry for example: an ageny’s success in the public relations and marketing world is dependent on your treatment of your clients. More often than not, you are exposed to a variety of different client personalities and with so many varying types of relationships, the agency team must know how to navigate partnerships in a positive, mutually beneficial way. Here are a few tips of the trade for successfully managing a client/agency relationship:

UntitledCommunication flows both ways

Since you don’t share an office space, the relationship between client and agency cannot be sustained without consistent communication. Both parties must be active listeners and inform other on all related news, even if it doesn’t always seem relevant to the other party right away.



Untitled1Expectations are managed and trust is mutual

Have expected roles, responsibilities, and KPIs (key performance indicators) explicitly laid out from the get-go. If both parties can set realistic expectations for each other, then the collaboration will be significantly more cohesive and enjoyable.



Follow throughUntitled2

Reliability is key to keeping everyone in this relationship happy. If you want your clients to love you, you need to follow through with promises Even small tasks can pile up over time and add serious frustration to the relationship. Make a to-do list, set calendar reminders ­– whatever it takes to make your deadline!





Say “Thank You”

Something as simple as saying “thank you” can go a long way for both the agency and the client. Often, we forget how much work goes into those little tasks that don’t rank quite as high on the list of priorities. But at the end of the day, it’s one of those human responses that are mutually appreciated.



At CBC, we’ve been known to post client ‘Thank You Notes’ to the fridge in our kitchen so that the whole agency can see and appreciate the recognition.

What other tips do you have for nurturing a good client/agency relationship?