Industry blog PRsquared has a great post today that addresses the life cycle of a PR campaign and how client expectations are not often on-par with agency execution. If you get a chance, hop on over and give it a read.

The launch phase of a campaign always has the most excitement and initial client feedback. But what to do after the initial “newness” wears off? The post does a good job of examining the responsibilities of the PR firm and the client to keep the PR train rolling after a launch, suggesting that the client NOT put the firm on the defensive, but instead schedule regular calls to talk about the industry, trends and new product developments. Many times, our clients do not realize that something has news value until they share it with us. We often uncover some great ideas and angles during client calls that otherwise would have gone unnoticed.

It just hits home why regular client communication is a must. How often do you talk to your strategic partners?