As the client, you’re paying for a service (in our case PR, video or integrated comms) because you either don’t have the time or the expertise to carry it out internally. And since you’re the one footing the bill, it’s understandable that you might think your job is simply to sign the contract and then wait for the agency to deliver.

They’re the experts after all, so there’s no reason to expect that they wouldn’t just get on with it. There’s a caveat to that approach, however. Because while you may well be paying for services rendered, it’s still a relationship.…