09/18/2026
The RLF team recently gathered in Greensboro for an agency retreat. One of the highlights was hearing from our clients, Alon Vanterpool (Senior Director of Communications for Biscuitville) and Julian Bossong (CEO, South Atlantic Packaging). In a panel session moderated by RLF Chair Dana Phelps, Alon and Julian talked about their leadership styles and what they look for in partners like RLF.

Here are three lessons they offered that any public relations professional can use:
First, be proactive. "I don't want to have to tell you what next month should be." Try to anticipate client needs before they even ask.
Second, take responsibility for the quality of your work. Clients should not have to double-check everything you do. Build trust so they feel comfortable skimming your work instead of examining every detail.
And perhaps the most memorable point: "Partners have names." They are not just accounts or numbers. It is important to know their goals, but even more important to know them as people. That is what makes a real partnership.
Whether you have decades of experience or are just starting out after college, feedback like this helps us all get better. We’re grateful to Alon, Julian, and their companies for rewarding relationships.
