Strong client–agency relationships are the bedrock of a successful PR initiative. At their core are honesty, transparency, and the willingness to communicate openly—even when the conversation is uncomfortable. I truly believe that one of the most important responsibilities we have as an agency is to tell our clients what they need to hear, not just what they want to hear. Our counsel is the value we bring.
Sometimes that means advising a client that their bylined article needs more work, or that a storyline they’re convinced will make headlines simply won’t resonate with editors. Clients may still choose to proceed as they’d like, but as long as their direction doesn’t conflict with our ethical standards, we follow their lead -- but only after ensuring they’ve heard our best guidance first (and in some cases, making them aware of the potential risks).
Accessibility is another pillar of a healthy partnership. As their agency, we need access to our client’s thought leaders, ideas, and internal developments in order to do meaningful work on their behalf and help us collectively work toward our PR objectives. Clients, in turn, expect access to senior agency leadership as a sign of commitment and investment in their success. PR isn’t a nine‑to‑five discipline; crises, opportunities, and breaking news don’t wait for business hours. Clients take comfort in knowing that we are prepared to respond when it matters most.
Finally, clear direction is a necessity. As an agency, we must maintain open lines of communication with our clients about planned initiatives, progress, and results. Clients share equal responsibility for articulating expectations, providing clear direction and sharing relevant developments in their business, industry or environment. When both sides commit to honest, consistent information exchange, the relationship becomes not just functional, but enduring.
