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A great consultancy should be heard, but not seen

By Leo Valiquettespotlight

It can sometimes be a thankless job, this eat-what-you-kill world of marketing and PR guns for hire.

As I wrote about last week, poorly managed expectations can torpedo any client engagement. So too can penny-wise-and-pound-foolish budget decisions that all but guarantee the failure of a marketing program by starving it of the resources it needs.

Word of mouth is crucial to bring new business in the door. We rely on referrals from happy clients, and we prize positive and meaningful testimonials that give us credibility with prospects and illustrate what is required for a marketing or PR effort to be successful.

We judge ourselves by the results we achieve for our clients, and hold ourselves accountable to that.

What we don’t do is attempt to ride our clients’ coattails and crowd into their time in the spotlight

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