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Six months have passed since you began working with your new communications firm. And while they started out strong, they seem to be falling down from time to time on simple things. You’re starting to second-guess your decision and question whether you’ve selected the ‘right’ firm.

What should you do?

Average account longevity stands at a very low 2.5 years. Just about every client we speak with asks that we find them an agency ‘partner’. But what is a partnership? And what steps are necessary for a communications agency or client to form a partnership?

According to one commonly accepted definition of partnership, two firms or partners establish a formal component of shared financial risk or an actual joint venture in which the success or failure of either greatly impacts the other. At times, the clients we work with are generally seeking this type of arrangement—a pay for performance model, but this isn’t universally true. So, what is it that clients and agencies really want to see in one another when speaking of a ‘partnership’?