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But I'd say that given my experience with clients who've gone through many different agencies (and my own in different agencies) you must take a close look at the people, not just the agency. Agencies get reputations, some well-earned, some not and some unfairly earned, but in the end it's PR people - some young and shockingly bright and some "seasoned" yet remarkably current - who do the work. The smart clients are asking to get to know the person behind the social PR (their day-to-day) and that my friends is a very smart first step.
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