When starting with a new client it’s generally standard practice to ask if they’ve had any previous experience with public relations agencies or freelancers. When they’ve fired their previous agency it’s also a good idea to ask why. Sometimes it’s a matter of poor expectations on the part of the client (PR will get me on the cover of Businessweek!) and sometimes it’s just an incompetent agency.
And sometimes you just don’t have to ask. Like when you look at your new client’s previous agency’s web site and there are lots of pictures of the principals posing with b-list celebs, but not mention of clients, no case studies and no discussion of their capabilities beyond ‘we’ve been on Good Day Reno!!”
Just saying.
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