6 PR Tips For Staffing A Media Briefing

In B2B public relations, one of the things we do regularly is arrange media briefings on subjects relevant to our clients’ business. Often these briefings translate directly into coverage. But even if they don’t, these meetings are important. They’re useful for relationship building and keep the dialogue going until the time when a company executive’s quotes or comments can be used for a relevant story. 

PR people are nearly always involved in setting up these briefings, and at our agency, we always staff them as well. But to a less experienced PR person, this role can feel awkward. Am I in the way? A fifth wheel? Is this a waste of time when my client can handle it? The answer to these questions is no. A good PR rep should have a role in nearly any media briefing. Below are a few things we should keep in mind when staffing an interview:

Kick things off

It’s usually up to the PR representative to kick off the call and set the tone for the conversation to follow. At the start of each call or meeting, you will want to introduce the spokesperson and have them explain what their company does and what their role is there. Most journalists will do their own research ahead of an interview, but a verbal summary is a good conversation-starter. It also fulfills the important goal of giving the spokesperson a chance to reinforce their expertise on the topic at hand and to steer the interview to the story we want to share.

Be personable

People run late to meetings. If you’re waiting on a conference line and the journalist is first to join, it’s good to introduce yourself and thank them for taking the time to talk. Any good PR person sets up a brief for their client ahead of an interview, but it can also be an ice-breaker when waiting for the interview to start. That’s a good time to ask about a previous article they’ve written, current events or just how their day is going. Not only do you want your spokesperson to succeed, but creating a friendly relationship with a journalist will pave the way for future pitches.

Let the interview play out, but pay attention

If on the phone or Zoom, the PR person staffing the interview should go on mute once things begin. The journalist wants to speak to the expert or executive because they’re knowledgeable about a specific topic, so don’t crowd them. A good PR rep will listen closely and take notes on key points made during the conversation. Company spokespersons often share useful information or data we might not even know during a journalist discussion that can be applied to future outreach. Especially in tech PR, journalists often request data to back up a claim and the PR staffer will of course need to take care of any follow-up. We particularly like listening to briefings with C-level executives because they typically share information freely, have strong points of view about key topics, and will often say something we haven’t heard before.

Chime in if necessary

Occasionally a PR person will need to step in and make a course-correction. It happens rarely, but sometimes a spokesperson can go for too long on a tangent where they wander away from the question. Or they may divulge information not intended to be public. (This one’s tricky and must be addressed right away.) Conversely, the journalist may stray into areas that have been agreed as off-limits for a particular conversation. If this happens, PR pros shouldn’t be afraid to chime in and get things back on track. If a lack of focus is a frequent problem for a given spokesperson, it’s worth a media training session to heighten their comfort level and preparation for future conversations.

Follow up 

Be sure to follow up with a journalist after the interview. Besides offering thanks, you will want to recap the major points discussed and note any specific requests for data or clarification. You will also want to know how the journalist reacted to the information and whether anything was incomplete or unclear. As PR pros we never want to be overbearing, but if you’re expecting a story to go live quickly and don’t see anything, you will need to follow up again to get a sense of timing.

Offer spokesperson feedback

It’s also important to offer feedback to the executive or expert spokesperson who participated in the interview. We like to be constructive, but candid. It may be that the exec didn’t explain his line of business fully, or that he spoke over the head of a non-expert. Or, maybe he was thorough but could have gotten to the point a little faster. Constructive feedback will strengthen the relationship and help all parties improve even a good performance.

3 Tips For A Killer Media Tour

The media tour has been around for nearly as long as the PR industry. It helps build relationships between a brand spokesperson and multiple journalists over a short period of time. The term is a little misleading, however. It dates back to the days when authors would travel from city to city to promote a new book in a blitz of media interviews, or when celebrities push a film to 20 cities in an afternoon of local TV chats via satellite. Today most media tours aren’t exactly like that. They happen when we set up back-to-back in-person meetings between an expert and carefully selected reporters who find his story particularly relevant.

There are many reasons why media tours have survived so long. Maybe an executive is based overseas but will be in the U.S. for a short time. Or perhaps a spokesperson with unique expertise is available on a limited basis. Often these meetings serve more of an introduction than a formal interview, but the tour may also be centered around specific industry news, like a new product or executive change. Here are some tips to keep in mind to ensure a successful media tour, whether in-person or virtually.

Manage expectations on both sides

Make sure the nature of each meeting is clear – whether it will be a casual background conversation or a formal, on-the-record interview for a specific story angle. There should be no confusion between the reporter and the spokesperson, who should be prepared with sample questions and background on the journalist (see below). During the meeting, individual PR reps may operate in different ways, but in general, the PR person is there to observe, occasionally steer the conversation, but not to have an active role in the discussion. Of course, we need to be prepared to jump in if things go off-course, or if the spokesperson needs help in reponsing or obtaining data.

Put thought into scheduling

Be sure to schedule meetings with attention to detail. If the tour’s goal is to introduce a brand executive from overseas to U.S. media, be mindful of jet lag and cultural differences — even on Zoom. Don’t plan meetings too closely together unless the spokesperson is very experienced or the schedule requires it. Be discreet when arranging interviews with publications that compete with one another to avoid awkward moments. Also, remember that no matter how much thought you put into prep for a schedule of meetings, things will go wrong in small ways. Journalists will run late or cancel, security lines for office buildings may be long, technology will fail, or Ubers may not show. Be flexible, build in extra time, and make sure your phone is charged and its address book holds the contact information for all relevant parties. 

Overprepare

Although some media tours are set up as a general introduction, all spokespersons should be prepared with the full background of the journalist involved, the media outlet’s orientation and history, and the interviewer’s goals. A sample Q&A is always advisable, even if the two already know one another. We typically prepare a full briefing doc beforehand.  In addition to helping the conversation flow, it’s useful to keep certain topics top-of-mind so the interviewee won’t be caught off-guard. The most successful media meetings occur when there’s a dynamic conversation and flow between the spokesperson and reporter.

After a successful media meeting, the reporter is far more likely to have the organization and spokesperson on their radar and to reach out for future stories. In this way, in-person chats are invaluable. We can’t wait to return to that old-fashioned way to meet!

Crenshaw Nominated For 2020 PRSA-NY Big Apple Awards

The Crenshaw  team is delighted to be nominated for a 2020 PRSA Big Apple award. The Big Apples are the gold standard of excellence for PR practitioners in the New York metro area and celebrate the best work of PR agencies, companies, governmental bodies, and not-for-profit organizations during the prior year. 

This year, we have been nominated in the  B2B PR category for our campaign on behalf of event management software company Bizzabo. “EMPOWERing Gender Diversity in Events” helped Bizzabo build brand visibility and align with diversity-conscious event and marketing decision-makers. Winners will be announced September 30 during a virtual awards ceremony. Good luck to all who are nominated!   

Newsletters Every PR Pro Should Subscribe To

Every good PR person has the same best friend – email. In the business of public relations, email is essential for communicating with partners, journalists and future clients. We’re not alone in this, but in the communication business, email still reigns supreme. It keeps us up-to-date on meetings, client communications and industry changes. In fact, email newsletters are a fast way for PRs to scan the daily headlines from a given publication in the hope that a long awaited exclusive has finally gone live, or simply to shape the day’s media outreach. Are you looking to spice up your inbox? Check out these 10 newsletters every PR pro should read.

PR News: The Skinny

Curated by PR News, The Skinny details the top stories in the communication industry, covering social media, crisis management, media relations, content marketing, technology, and digital PR.

PR Daily News Feed

For those just starting out in PR or seasoned pros, PR Daily News Feed newsletter gives a great overview on recent campaigns from brands, thought leadership articles on hot PR topics and often reposts of content from PR firms.  

AdExchanger

AdExchanger’s newsletter gives subscribers access to business intelligence they won’t find anywhere else, exclusive invites to peer networking events, and ‘members-only’ discounts at industry conferences, while providing insight into all things adtech.

Digiday 5 Things to Know

For tech PR pros, Digiday is a great publication and considered a top tier placement. Their weekly newsletter shares an overview of their articles about publishers in this online era and digital trends to keep an eye on.

NRF Smartbrief

For retail junkies, this one is a no-brainer. NRF SmartBrief is a free daily e-mail newsletter offering the latest need-to-know news and industry information on store closing and retail innovations.

CNN Reliable Sources

CNN’s Reliable Sources newsletter gives daily analysis of how the world’s most powerful news organizations are covering the biggest stories, including media and entertainment. Our own Chris Harihar has been featured in a few issues for his commentary! 

The Daily Skimm

A personal favorite of mine, The Skimm is great for those who want fast headlines and a very short blurb on what they need to know about hot topics of the day. It gives you the who, what, where and why in one convenient place.

The Morning Brew

If you’re looking to stay up-to-date on the business world, The Morning Brew provides all the need-to-know business developments. It prides itself on being “the only newsletter where you’ll see Federal Reserve policy, Spotify streams, IPOs, and Shaquille O’Neal all in a single email.” 

The Social Media Examiner

If you love all things social media, this newsletter is a roundup of articles and social media marketing news for the PR pro who wants to be current on the latest social trends. 

HARO

Don’t all PR people want to Help A Reporter Out? HARO is daily email newsletter outlining requests for sources or experts on specific topics from journalists, ranging from technology, healthcare, consumer and business. It is a great way to connect with new journalists for media coverage!

What are your must read daily newsletters? Let me know on Twitter @colleeno_pr.

Crenshaw Announces Two Promotions

As summer comes to a close, we are proud to announce two promotions at Crenshaw Communications. After nearly 2.5 years at Crenshaw, Katharine Riggs has been promoted from Account Executive to Senior Account Executive. Katharine established herself as a first-rate media guru on accounts like MediaRadar and Fractal Analytics. She works hard to support our clients and her team on everything from media relations to content, and we’re excited to see her grow into this new role. 

Ilana Weinberger has been promoted from Assistant Account Executive to Account Executive. Since Ilana joined in March 2019, she has offered excellent media and account support across clients like Bnai Zion Foundation, DoubleVerify, LiveIntent, Arkadium, and SmartGlass. No matter what we throw at Ilana, she takes it on and delivers excellent work. We’re delighted to see her develop now as an AE. 

Pictured above: Ilana Weinberger (L) & Katharine Riggs (R)

How To Manage A PR Team: 5 Tips

As a top PR agency we’re lucky to work with many organizations that prioritize the relationship we share. We pride ourselves on working independently and staying ahead of our clients, many of whom are high-growth tech businesses. Yet our success depends on collaboration. The same is true of almost any PR agency or team.

With that in mind, here are some of the key building blocks of a successful collaborative relationship between a company and their PR agency or internal team.

Share as many assets as possible 

More information is almost always better when it comes to a successful collaboration. All kinds of assets – from marketing archives to verbal briefings – are helpful for shaping a story, especially for a B2B company. It’s surprising how often we stumble on a nugget that the client didn’t think to share with us because no one thought it pertinent to the PR program. When in doubt, share. Let the PR team make the final judgment about newsworthiness or relevance.

Be clear about expectations

Although agencies will be able to better anticipate expectations on the client side as your relationship progresses, a lack of alignment here can have a dangerous ripple effect for the relationship and its productivity. Key Performance Indicators (KPIs) should be established at the start of the program – in fact, they’re typically included at the proposal stage. Yet day-to-day expectations about level of contact, communications, cadence, and service levels are also important. Daily feedback on performance, ideas, and account management is invaluable for any communications team, and it can serve to nip problems at an early stage.

Get organizational buy-in

A successful PR relationship doesn’t only require buy-in from a company’s marketing and communications team. It works best if it can involve the whole organization from the C-Suite to the HR team. Steps such as periodic PR update emails for internal stakeholders and regular executive briefings can open the door to potential story ideas. And there’s nothing wrong with a little “professional jealousy” when it comes to highlighting executives from different divisions. A little exposure can go a long way to help the organization prioritize and value the PR program.

Coordinate with other partners

Most organizations have multiple PR and marketing partners, particularly when a business is global. Being aligned on goals and messaging will avoid overlap, and it can save time and foster productivity among agency or internal teams. Inevitably there are ideas or content that can be repurposed or that may inspire creative thinking by multiple parties, and when that happens, everyone wins. 

Don’t be shy

PR is all about telling your company’s story and offering a unique point of view. Whether it’s about products, people, values or some combination of the three, each organization has its own characteristics that make it stand apart, so don’t be afraid to put yours out there. 

Zooming Into Coworkers’ Lives Is Revealing

In two short weeks our world has been turned upside down. And yet, even this crisis offers a silver lining, or maybe a new perspective. It’s because of Zoom.

Remote conferencing is hardly a new concept. Thanks to technology, meetings have been held business-to-business across states, and yes, oceans, now for quite some time. They usually originate in conference rooms, assembled with one’s team, all seated together. But work in the time of coronavirus cannot allow for any on-site seating – not even six feet apart.

As COVID-19 rages, Zoom’s user-friendly platform has fast become the go-to experience for a sense of normalcy. But I ask, how normal is it to see inside your boss and co-workers’ homes? What about that of a political pundit or host on national TV? And, here’s the bigger question. Do we even want to?

While social media has already made our lives seemingly accessible, Zoom conferences and interviews now feel reminiscent of the more relaxed workplace, symbolized by what was once known as Casual Friday. A relaxed dress-code in businesses made the workplace feel oddly familiar on days men would forgo a tie and women dressed down.

But if every day now is Social and Casual, is there an added allure when we get to Zoom in?

Everything You Did – and Didn’t – Want to Know During COVID19

Here, in no particular order, are things I have seen these last handful of days:

My colleagues’ adorable dogs

A teammate in her pajamas

The really good sandwich in my manager’s kitchen

Someone’s dad

Someone’s spouse

Someone’s roommate

French doors

Kelly Ripa when she does her own hair and makeup

Debi Mazar’s peacock-blue wall

The orange bath towel belonging to a rabbi at my temple

And here are the things I’ve noticed are amplified:

The commitment of each of my colleagues

The organizational skills that enable our company to run remotely

Personal responsibility to do the best for one’s clients

Camaraderie

An appreciation for working

The affection behind our team’s teasing

Pride

Our fundamental need to connect

How we sense we’re to be forever changed, but in ways don’t yet know

I don’t mean to cut this short, but we have a Zoom check-in meeting in five minutes, and I need to put on some lipstick and move my office from the bed to the couch. You don’t think I want everyone seeing me in my…. TMI, I know.

Stay safe! Be strong.

Are You Ready For A PR Agency? 5 Questions For Startups

Bringing on a public relations agency can help an organization engage a far larger audience than they’re able to do on their own. But in the competitive world of startups, the go-to-market formula can change, and timing is key. It isn’t as simple as ‘get your brand in the news’ as much as it is about identifying and focusing on key differentiators. So before a startup decides to bring on a PR agency, they should be asking themselves these five questions.

Do you have a real story?

Many startups, especially those in tech, generate early buzz making VC deals that allow for rapid growth, and a funding announcement can be a great starting point. Yet a fat financing round and torrid expansion numbers aren’t enough, and they can even overshadow more important assets. As time goes on, business growth normalizes, and a startup needs a more differentiated story. What is the company’s reason for being? What problem does it solve? Why should anyone care? A bulletproof business model and compelling story will reinforce the company’s legitimacy and offer a foundation for long-term PR planning.

What are your goals?

Not enough companies ask this question, and it’s an important one. Of course the goal is to get the company in the news so that it will be more visible and better known, but for what? Does the company want to be recognized as an industry disruptor? Is it aiming to attract business partners? Sales leads? Understanding the mission is essential for the PR agency to properly plan, position and execute a campaign on behalf of the client. We urge our clients to differentiate between deliverables (earned media coverage, bylined articles, speaking opportunities secures) and outcomes (sales growth, perception changes). Both are important but one should lead to the other.

Is the founder engaging?

While the startup itself can be interesting, the founder is ideally just as engaging, if not more so. People love a good founder story. It can generate great coverage tied back to the company and allow opportunities for thought leadership. However, if the founder isn’t able to offer more than factual information on the company or doesn’t have the charisma or salesmanship of other startup leaders, they may be at a disadvantage. Of course, many agencies offer media coaching to help executives be more comfortable in media interviews and more compelling in how they tells their story, but it helps when it comes from the heart. If not, the startup may want to look at other top executives as the face of the brand, or it can use a PR agency to work around the in-person meetings with branded content.

Does the startup have internal support for the PR agency?

This may be obvious, but it’s an important factor to consider. PR agencies usually work as an auxiliary to the company’s internal marketing team, and if it’s still in the early stages, the internal resources may not be there to manage an external team. Without that support the PR agency can have trouble producing results and the PR investment may not be worth the spend.

Are you ready to make a long-term commitment?

“Long term” can mean different things to different companies, but a startup that’s expecting instant results in the form of splashy earned media articles or tech trade headlines is likely to be disappointed. The most successful startup PR programs set tangible goals for deliverables and metrics for the PR agency on a quarterly basis. A startup who wants to reap the benefits of a PR firm’s work should ideally be prepared to commit for twelve months.

What’s Better, PR Agency Or Client Side Work?

In public relations, there are many career path possibilities, but most fall into either the agency side or the client side. This is the time of year when I get questions from new graduates about which path makes the most sense for an aspiring PR professional. But the question isn’t just for PR beginners. Many who’ve been successful after years in agency PR may nurture a curiosity about client-side work. Like everything else in life, a move from agency PR to corporate or brand communications involves trade-offs. Here’s how people in our circle describe the pros and cons of crossing to the other side.

Agency PR Has Many Advantages

Constant innovation
At an agency, “you have your finger on the pulse” of industry trends, according to Debbie Etchison, head of public affairs and corporate communications at a major pharmaceutical company.  She’s grateful for her agency background, which offered “the ability to be creative and think outside the normal boundaries.” It’s true that when you handle multiple clients and are constantly in the marketplace competing against other agencies, your sense of what’s around the corner is always being sharpened, and you’re up on the latest trends.

A true team mentality
An agency executive is surrounded by people who basically do the same thing they do. They therefore share a deep understanding of the work and an appreciation of what goes into it. On the corporate side, things may be different. A handful of clients I queried who moved from agency to client work mentioned having to adjust to an environment where everyone shares a common goal, but where skills and backgrounds are very different. Depending on the company, the communications team may be relatively small, and corporate peers in marketing, HR, and product development may lack an understanding of PR and corporate communications. There’s also the siloed nature of many organizations. Marijane Funess, who left our agency a year ago to join a nonprofit, says, “I thought it would be easy to brainstorm and get information for story pitches, but, proximity doesn’t always guarantee that I’ll shake loose what I need in a timely fashion!”

Well-rounded skills
The opportunity to work on many clients and brands at an agency is excellent career groundwork for whatever may come next, whether that’s a client-side post or even an entrepreneurial venture. Comments Etchison, “An agency position will promote agility and productivity, and the versatility of the work makes you very well-rounded.” Though many agency professionals eventually specialize in a specific vertical industry, like technology PR, or a service offering like content creation or media training, the wide exposure to different aspects of the PR agency service offering is nearly always cited by those who started out in an agency job.  You’ll also learn to produce under pressure, which in itself sharpens skills and enables a bottom-line mentality that can be useful wherever you choose to take it.

Career mobility
Starting salaries at PR agencies can be low when compared to the corporate side. But early in one’s career, an agency environment may offer greater upward mobility, particularly if the agency is growing. Turnover at PR agencies can be high, and while that’s not a good thing, it often creates a terrific opportunity for career advancement for those who perform.

The Client Side Offers Consistency, Focus

One client, one focus
Many client-side professionals talk about their satisfaction in maintaining a pure focus on their particular company and industry, which enables their best work.  Etchison says that her move to the corporate side gave her an in-depth understanding of her company’s brand and business and freed her to be “highly strategic and even visionary” in supporting its communications and business goals. There’s also the advantage of following your bliss. Sri Ramaswami of rbb communications advises, “If you are singularly passionate about a specific industry it makes sense to join a company within that sector and grow through the ranks.”

Consistency
On the client side, there’s typically no need to be selling in order to gain new clients or have the opportunity to do interesting work. This is in contrast to an agency environment, where new business development is the lifeblood of the place and a requirement for anyone who wants to climb the ladder there. A corporate PR team does need to promote its own work and justify the investment in PR, especially if an agency budget is involved. The difference, however, is that the day-to-day work offers greater consistency and lacks the do-or-die pressure of a growth-oriented PR firm.

Control
No one in the dynamic and every-changing PR universe has perfect control over their programs, but on the client side, resources and politics tend to be stacked in your favor. Etchison explains that on the corporate side, “you’re able to deploy agency teams for maximum brand benefit” and exert a greater degree of control over the outcomes than she did in her former agency life.

Recognition
Though agency team members support one another and often get shout-outs from their clients, there’s nothing like the shared business mission of those who work under the same roof. Comments Marijane Funess, “The shared pride and admiration for projects has been a thrill. When you are in-house and your co-workers see ‘up close and personal’ the effort that goes into a successful event or a meaningful story, it is really rewarding.”

How To Get The Best From Your PR Agency

Bringing on an external PR agency is an investment of time and budget for any company, no matter its size. Naturally, things will go better for both parties if the agency team gives their all, and the client manages for the best possible outcomes. Several times during a pitch meeting, a prospective client has asked our team, “What do you need from us to succeed?” It’s a great question. There are many answers, from the bare essentials to the ultimate agency wish list. Here are some of ours.

Tell us everything

Every agency engagement should start with a full immersion session, but that’s just the beginning. The best clients share news early and often. One of the more frustrating things to happen on the agency side is hearing about a big development at the last minute, with very little time to plan for the best results. All agency teams appreciate a client who trusts us enough to let us in on even confidential or sensitive moves in advance. There are plenty of other reasons for close communication between client and agency, of course. Information is our currency, and news nuggets or insights from background briefings can turn into valuable story or program ideas.

Make your expectations clear

Clear goals and expectations should be part of the proposal and client-agency agreement. Expectations should cover not only service terms and deliverables, but overall business outcomes over time. Most clients understand that. But circumstances can change over time, and in the rush of day-to-day struggle, they can go unspoken. Should expectations change, or if they’re not being met for any reason, it’s time to speak up.

Measure what matters

Occasionally there’s a mismatch between how a client incentivizes their agencies and the most meaningful business outcomes. To get the best from all agency partners, it pays to reward them based on the metrics that count. It’s fine to calculate hours spent and deliverables completed, but if the most meaningful metrics involve increased brand preference or enhanced reputation, those should be quantified. If more tangible business outcomes like site traffic or sales are most important, they should be prioritized among other PR outcomes.

Demand candor

A qualified agency team will offer unvarnished feedback in important matters of strategy or reputation-building. The relationship must be collegial and cooperative, but no client wants a team that will simply rubber-stamp proposals or take orders. The best clients are prepared to consider honest recommendations and opinions where warranted, and if they’re absent, they should ask why.

Commit the necessary time and resources

Occasionally a company will feel that once the team is in place, their job recedes into the background, and the PR agency will work their magic without much input. That’s not the case; bringing on any agency partner will require increased time and commitment from the company. Even the most capable and motivated team must have a knowledgeable communications professional who is empowered to get them what they need, guide their thinking and set direction for the longer term.

Streamline

When it comes to large, global organizations who retain equally large and bureaucratic PR agencies, the approvals process can be a nightmare. Lengthy approval times can stifle creativity and miss opportunities. If at all possible, limit the number of individuals who need to sign off on ordinary deliverables like press statements, partner releases, or quarterly plans. Nothing wears down an agency team like multiple layers of approval, constant delays, and a chronic lack of responsiveness from the client. If you can cut the red tape, your agency will love you for it.

Challenge your PR agency

I’ll always remember a client who would exhort us to “be brave, be bold!” in developing new campaign ideas. We knew he expected the best and would go to bat for us to fund bold concepts, and we would have followed him anywhere for that reason. The best agency teams like to be challenged in a constructive and creative way.

Speak up about problems

And encourage the agency team to do the same. Small problems can fester and turn into much larger ones if not nipped in the bud. Some clients don’t like to offer negative feedback because it’s not comfortable. Yet it’s far better to air any issues, however small, when they occur. A professional agency team will understand. If they don’t they’re not the right fit.

Be an internal champion

Even more than marketing or advertising, a PR budget can use an advocate inside the corporation. Public relations has made huge strides in measuring and elevating the impact of the PR investment, but it remains poorly understood in certain companies and sectors. An advocate inside the C-suite who offers a voice to the agency partner is every PR firm’s dream.

Foster collaboration and clarity among agencies

Sometimes companies bring on multiple agencies for engagements that lack clarity, compete with one another, overlap, or operate in isolation when it makes sense for agencies to coordinate. With distinct entities often handling branding, marketing, digital advertising, SEO, and PR, the environment may become complicated. It’s important to establish clear roles that spell out what is expected of each agency and how they should work with the client as well as together.

Respect the agency’s expertise

A good PR team will not always tell you what you want to hear. The most successful clients know and respect that; in fact, they invite it. What’s more, they trust the agency’s professionalism in everyday decisions and recommendations and don’t have the time or the inclination to micromanage or one-up the agency’s role. That’s why we love them.