When beginning a new client/agency relationship, define what success looks like right away. From the gate, make sure you agree on specific goals that can be measured along the way. Have an honest conversation about your needs and work with your agency to define how you are going to get there – together.
Things you can measure can be: certain number of column inches, air time, sound bites or online hits, feature articles placed in an influential journal, greater customer awareness of your brand, influencer engagements, social media impressions, sales results as a direct result of your engagement, a specific number of sales leads within a specific timeframe, online and search analytics, invitations to speak at prestigious events or seminars, specific industry awards, more media are calling. The list can go on but you get the point.