We've been living with a totally unacceptable behavior, yet everyone seems to think that's just the way it is.

First you hire an agency, PR, advertising or other. You love them until you realize they're not getting you the press, interviews or stories that drive your business. Or they got a few in the beginning but can't sustain the momentum. Now you're not so in love. Within a year, you're looking for another agency.

From the agency side it looks different. They wonder why you don't have any news. Why you aren't feeding them the information they need to deliver.

You are waiting on them and they are waiting on you. You can fire the agency (again) or maybe this time we can help you create internal processes to optimize your agency relationships.

How often do you question the value of your agency? Probably more than once if you are reading this.

What is missing is an internal process to find the news and deliver it to the outside communicators.

Making and selling are two different things. But you probably know that if you are reading this.