Don’t forget that your professional relations coordinator (PRC) is a team member too. Your PRC is a staff member. We have seen many practices with part-time PRCs that often work on their own and don’t seem to be integrated with the rest of the team. Although the referral marketing program is the responsibility of the PRC, all team members should be aware of what is happening in marketing and, even more importantly, why marketing is so critical to the short-term and long-term success of the practice.