Creating the right client-agency relationship
![](https://attraxcdnprod1-freshed3dgayb7c3.z01.azurefd.net/1481122/5121ad5c-07c6-4c43-84b6-3fd0ad520d52/2023.17000.1275/img/48wakeqxB01uAQjZvjnN4Q/Content+banners_Comms.png?v=7085573ba6de66c13fe501d918da6678)
Any PR firm worth its salt will have a clear idea of the relationship it wants to have with its clients.
While some will inevitably be more high maintenance than others, a global brand will probably want more face time than a regional charity for example, the key is managing expectations and backing this up with fantastic work.
What does it take?
A lot is made of chemistry and how it plays a fundamental role in good relationships. However, clients and agency representatives do not need to get along to achieve their objectives.
Research by the Public Relations Consultants Association (PCRA) has found only 19 per cent of clients think personal chemistry is a key ingredient to a successful partnership, compared with 51 per cent of agencies.
While 16 per cent of agencies view regular communication as vital, only six per cent of clients agree with this. This demonstrates how there are conflicting views on what the perfect dynamic represents.
What do the experts say?
According to PR Week, these findings point out that "agencies think they are having a relationship, while clients think they are having a transaction".
Carey Evans, founder of Relationship Audits, added: "Clients don't have time for never-ending PowerPoint presentations. What they want to hear most is how agencies can leverage their learning and insights from other clients - and they want it brief and to the point."
At the core of the problem
Of course, at the heart of this issue is the need for PR agencies to show value for money in their activities. And this is where striking the right balance in the client-agency relationship is so important.
Clients do not necessarily want to be presented with reports on every aspect of a campaign, as this can lead to an information overload. Instead, concise updates should suffice and more time should be placed in building trust - the key to any good relationship.
Read more insights from EMR
If you're interested in reading more market insights check out our blogs here or browse our career advice section. EMR has 25 years' experience recruiting marketing talent and in that time we've accumulated a wealth of knowledge which we want to share with you.
Sign up for more insights
![](https://attraxcdnprod1-freshed3dgayb7c3.z01.azurefd.net/1481122/5121ad5c-07c6-4c43-84b6-3fd0ad520d52/2023.17000.1275/Blob/images/dots.png?v=2021.4.10061-release-2021.4)
Related jobs
Salary
£30000 - £35000 per annum + Bonus + Benefits
Location
City of London, London
Job Type
Permanent
Discipline
Media Relations & PR
Seniority
Assistant
Salary
£30,000 - £44,999
Sector
Financial Services
City
London
Description
PR Executive
Reference
RPD_1721748193
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
£40000 - £45000 per annum
Location
City of London, London
Job Type
Permanent
Discipline
Marketing (general)
Seniority
Specialist
Salary
£45,000 - £59,999
Sector
Professional Services
City
London
Description
An opportunity exists for the role of Marketing Executive within an established Chambers
Reference
PR/132525_1721404668
Expiry Date
01/01/0001
Author
Rebekah CrampAuthor
Rebekah CrampSalary
£45000 - £55000 per annum + Benefits
Location
London
Job Type
Permanent
Discipline
Marketing (general)
B2B
Seniority
Executive
Salary
£45,000 - £59,999
Sector
Financial Services
City
London
Description
Marketing Executive
Reference
RPIN_1721395886
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
£30000 - £35000 per annum
Location
London
Job Type
Permanent
Discipline
PPC
Work From Home
Work From Home
Seniority
Executive
Salary
£30,000 - £44,999
Sector
FMCG & Consumer Services
City
London
Description
Hands-on Performance Marketing Specialist for fast-growing, global hair and skincare brand in Northwest London
Reference
PR/132524_1721382019
Expiry Date
01/01/0001
Author
Amy McCrowAuthor
Amy McCrowSalary
£75000 - £90000 per annum + Bonus + Benefits
Location
City of London, London
Job Type
Permanent
Discipline
B2B
Seniority
Manager
Salary
£80,000 - £99,999
Sector
Financial Services
City
London
Description
Senior Marketing Manager
Reference
RPE_1720600748
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
+ Benefits
Location
City of London, London
Job Type
Permanent
Discipline
Marketing (general)
Seniority
Executive
Salary
£30,000 - £44,999
Sector
Financial Services
City
London
Description
As the marketing & communications analyst, you will join the global marketing team and report to the VP of Marketing and Communications.
Reference
PR/132522_1720517151
Expiry Date
01/01/0001
Author
Shanelle GreenAuthor
Shanelle GreenSalary
£50000 - £60000 per annum
Location
London
Job Type
Permanent
Discipline
Digital Project Management
Seniority
Manager
Salary
£60,000 - £79,000
Sector
FMCG & Consumer Services
City
London
Description
Marketing Project Manager for a global skincare brand who work to translate scientific concepts into commercial products.
Reference
PR/132487_1720516397
Expiry Date
01/01/0001
Author
Amy McCrowAuthor
Amy McCrowSalary
£40000 - £50000 per annum + Benefits
Location
London
Job Type
Permanent
Discipline
Marketing (general)
B2B
Seniority
Executive
Salary
£45,000 - £59,999
Sector
Financial Services
City
London
Description
Marketing Executive
Reference
RPIN_1719985440
Expiry Date
01/01/0001
Author
Ronak PatelAuthor
Ronak PatelSalary
£80000 - £90000 per annum
Location
Doncaster, South Yorkshire
Job Type
Permanent
Discipline
Digital Marketing
Seniority
Director/Chief
Salary
£80,000 - £99,999
Sector
Events & Hospitality
City
Yorkshire and Humberside
Description
Digital Sales and Marketing Director for a leading Tourist Attraction and Entertainment Destination in Doncaster, South Yorkshire.
Reference
PR/132492_1719843003
Expiry Date
01/01/0001
Author
Amy McCrowAuthor
Amy McCrowRelated posts
![crm manager](https://attraxcdnprod1-freshed3dgayb7c3.z01.azurefd.net/1481122/5121ad5c-07c6-4c43-84b6-3fd0ad520d52/2023.17000.1275/img/skaK4OIMpkAaPQjbzwOJuA/75/Thumb+looking+at+CV.png)
Teaser
Career adviceContent Type
ArticlesPublish date
07/26/2024
Summary
The marketing world is vast, diverse, and ever-evolving. At its core lies the vital role of a marketing executive, often seen as the backbone of strategic promotional efforts. Whether you're consider
![](https://attraxcdnprod1-freshed3dgayb7c3.z01.azurefd.net/1481122/5121ad5c-07c6-4c43-84b6-3fd0ad520d52/2023.17000.1275/img/DOBZ9KOSMkSRuQjcmWBHcA/75/EMR+The+Human+Factor+Managing+Team+Stress+in+Fast-Paced+Environments-01.png)
Teaser
Discipline expertiseContent Type
ArticlesPublish date
07/05/2024
Summary
Rapid development cycles are the norm in the fast-paced world of tech. While these cycles can drive innovation and keep companies competitive, they also place significant stress on teams. Managing thi
![](https://attraxcdnprod1-freshed3dgayb7c3.z01.azurefd.net/1481122/5121ad5c-07c6-4c43-84b6-3fd0ad520d52/2023.17000.1275/img/uCUNBz8oR0llRwjclb9Tvg/75/The+Impact+of+Social+Media+on+Comms+Hiring+Practices-01.png)
Teaser
Hiring adviceContent Type
ArticlesPublish date
06/27/2024
Summary
The Impact of Social Media on Comms Hiring PracticesThe recruitment industry has transformed dramatically over the past decades, driven by the expansion of social media platforms. In the communicati
![](https://attraxcdnprod1-freshed3dgayb7c3.z01.azurefd.net/1481122/5121ad5c-07c6-4c43-84b6-3fd0ad520d52/2023.17000.1275/img/A4e-lv9Ka0B0dQjbJUV6dw/75/MR23+Thumb-39.png)
Teaser
Salary & Market Trend GuideContent Type
DownloadsPublish date
06/18/2024
Summary
Introducing our Salary & Market Trend Report for 2024/2025 - the ultimate resource for employers and candidates navigating the dynamic job market and evolving career landscape.Uncover how to future-pr
![](https://attraxcdnprod1-freshed3dgayb7c3.z01.azurefd.net/1481122/5121ad5c-07c6-4c43-84b6-3fd0ad520d52/2023.17000.1275/img/jKFCJS-uh0cWoAjcg4SG8A/75/The+Rise+of+TikTok+Shop+Influencer+Marketing%2C+Social+Media+Selling%2C+and+the+Retail+Revolution-01.png)
Teaser
Industry newsContent Type
ArticlesPublish date
06/03/2024
Summary
TikTok has emerged as a game-changer in digital marketing. Its short-form videos and vast user base offer brands a unique opportunity to engage with consumers. One of the most significant developmen
![Balancing Speed and Quality in Tech Development](https://attraxcdnprod1-freshed3dgayb7c3.z01.azurefd.net/1481122/5121ad5c-07c6-4c43-84b6-3fd0ad520d52/2023.17000.1275/img/TttLXLw9oEm1ewjcc-rdvg/75/Balancing+Speed+and+Quality+in+Tech+Development-01-01.png)
Teaser
Discipline expertiseContent Type
ArticlesPublish date
05/28/2024
Summary
The need for speed and quality often seem at odds in the technology development sector. The rapid pace of innovation necessary to remain competitive can undercut the meticulous attention to detail r
![](https://attraxcdnprod1-freshed3dgayb7c3.z01.azurefd.net/1481122/5121ad5c-07c6-4c43-84b6-3fd0ad520d52/2023.17000.1275/img/qcY1SaGaW0xQ0gjcE2fYDQ/75/Thumb+Jen.png)
Teaser
Career adviceContent Type
ArticlesPublish date
05/22/2024
Summary
Marketing and Communications Leader Series Episode 5: Jen Barham Welcome back to EMR's Marketing & Communications Leader Series. In this podcast, we dive deep into the journeys of exceptional senior m
![](https://attraxcdnprod1-freshed3dgayb7c3.z01.azurefd.net/1481122/5121ad5c-07c6-4c43-84b6-3fd0ad520d52/2023.17000.1275/img/miNYHkjWvEfCogjcANfzyw/75/Dominic+Thumb.png)
Teaser
Career adviceContent Type
ArticlesPublish date
05/20/2024
Summary
Marketing and Communications Leader Series Episode 4: Dominic Elliott Welcome back to EMR's Marketing and Communications Leader Series podcast, where we dive deep into the journeys of exceptional seni
![](https://attraxcdnprod1-freshed3dgayb7c3.z01.azurefd.net/1481122/5121ad5c-07c6-4c43-84b6-3fd0ad520d52/2023.17000.1275/img/tZgpv7ftS0Flywjb57XqsA/75/Ep3+thumb.png)
Teaser
Career adviceContent Type
ArticlesPublish date
05/14/2024
Summary
Marketing & Communications Leader Series Podcast Welcome back to EMR's Marketing and Communications Leader Series. In this podcast, we dive deep into the journeys of exceptional senior marketing and c
![Digital Marketing 2022](https://attraxcdnprod1-freshed3dgayb7c3.z01.azurefd.net/1481122/5121ad5c-07c6-4c43-84b6-3fd0ad520d52/2023.17000.1275/img/qyT24gnQi08t9AjaMyya5g/75/New+digital+blog+th-16.png)
Teaser
Career adviceContent Type
ArticlesPublish date
05/13/2024
Summary
Over the last few years, we're seeing a significant change in the landscape of the marketing sector, pushing brands to adapt and implement new ways of advertising. This shift has ushered us into a new
Recently viewed jobs