One of the things that’s very important is to look at your marketing or PR firm as a partner. And you get really down in the weeds on the day-in and day-out stuff with them. You have those daily calls, or monthly calls or meetings, and those are really designed to move the ball forward on an incremental basis.
But, my suggestion is, meet with those firms twice a year, three times a year — block out three hours and really talk about the big picture items. A lot of times, you don’t know what they’re doing on a monthly basis for their other clients. They don’t know what your goals are outside of what they’re working on, in a day-in and day-out basis.
This way you can have big picture conversations and magic usually happens in those conversations, because you can rely on each other and come up with new solutions to your marketing problems.