We likely can all agree that new employees need to be onboarded correctly to succeed at a company over the long term. But I've also found over the course of running my PR firm that the same holds true for clients. If you want to have a successful, long-term partnership — and trust me, I've learned this the hard way — you and your client have to be on the same page.

You might be asking, why would you or the client agree to work together and sign contracts if you didn't think you were the right business fit? Well, I liken it to dating (go with me on this). A mutual acquaintance may set you up thinking you'd be a good match (i.e., a business referral), and you have that first date (i.e., a discovery call). Both of you put your best foot forward and try to find those commonalities suggested by that mutual acquaintance. On the surface, you may be the perfect pair and agree to continue the relationship (i.e., sign contracts), but over time, differences will inevitably come about. Will this be the end?

Not necessarily, if you put in the work, and for clients, that's where onboarding comes in — during that honeymoon phase after you've agreed to see where this goes but before any issues........

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