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The Public Relations Firm by Stacy Smith

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CHAPTER 6

The Client–Firm Relationship

The relationship with our public relations firm is very tight. They are always on top of issues that we are facing, decisions being made and offer great insight and counsel. Their objectivity is what we value most.

—CEO, Private University

We started slow, involving them in a project or two. When we realized how valuable their counsel was to all aspects of the operation, they became an integral part of the team.

—VP, Public Relations, Health Care

We find that we can build trust of our counsel inside an organization by starting a relationship with interviews that put us next to each member of senior management. We then understand their individual views and goals along with how they work with their colleagues. ...

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