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The Public Relations Firm by Stacy Smith

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CHAPTER 4

Defining the Work

We were knee deep in a project with a firm when we realized they were on a different track from us. They were pursuing goals that we had not agreed to!

—Executive Director, Nonprofit Organization

Our experience was great because we had clearly identified what the problems were and had carefully identified what we needed done.

—CEO, Mid-Size Manufacturer

We thought we knew what we needed until Phase 1 of the work had been done and the research showed we were off target completely with what we thought was going on. The firm we had hired though reworked the Scope of Work and we got back on track quickly.

—VP, PR, Health Care

It is difficult sometimes, until we are fully immersed in the client work to lay out a clear ...

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