Most people have enough common sense to recognize that creating positive working relationships will result in better achievements. They also realize that if they’re hiring outside creative talent, they should take advantage of their training, experience and expertise. It makes sense to get your money’s worth. If you think you can do things better yourself, don’t engage someone’s services.
    Here are some things that wise people do, and don’t do, when working with creative consultants.
1. Know their names. If you’re bad with names, keep their business cards in front of you during meetings. Apologize for slip ups. I met with one client who kept referring to the designer by my name. Finally I said “The designer’s name is Mary. I’m Gloria.” The client didn’t even blink.
2. Permit creative freedom. If you want creativity, don’t give instructions so detailed that they state the exact arrangement of every element. The client told me they wanted something new, but the brief outlined the specific content of each block of text.
3. Don’t give conflicting instructions. I was told that previous copy should be greatly reduced, but later, was told that everything that had been stated before needed to be used again.
4. Say something positive. Even if you don’t like anything that’s been done, look for something good to say, even if it’s just “Thanks for getting this to us so promptly.”
5. Avoid snap judgements. Take some time to consider the approach the creative team presents. If it has taken some time to develop a concept, draft or layout, it’s worth examining and appreciating. A designer I worked with called a client to check that a layout had been delivered. The client said that it had just appeared on his desk. Less than five minutes later, the client called back to say that it was “all wrong.”
6. Acknowledge your own instructions. Something can hardly be “all wrong” if it follows specific instructions. It would be better to say “We thought we wanted this, but now that we see it, sorry, we think we need something different.”
7. Respond quickly. Get back with your comments promptly. It’s not fair to have no contact with the creative person until she follows up a week later, and then to complain that you’ve run out of time and have to use something that’s less than satisfactory.
8. Be aware of your own attitude. If you’ve been forced to take on a project you don’t want, don’t blame the chosen talent. It’s better to discuss this and see it as a creative challenge.
9. Recognize that you can be “fired” too. Competent professionals don’t have to work with you. If the relationship is abusive or even just unpleasant, we will drift to clients who appreciate our work.
10. Think of your own reputation. Creative professionals often know each other. If they consider you unreasonable, word can get around. Next time you need outside creative expertise, you may be left with people who are inexperienced or desperate for work. The best will be unavailable.