Client 101: how to master client-agency relationships

Working with a PR agency isn’t just about hiring a team to blast out press releases — it’s about finding a true strategic partner. One that understands your brand, aligns with your vision, and knows how to drive real results.

But what sets the best PR agencies apart? To uncover the answer, we recently launched our quarterly ‘Client 101’ sessions, giving us a chance to hear directly from our clients about what makes a successful client-agency relationship.

Kicking off the series at the Boathouse — our riverside office in Kingston upon Thames — was our long-time client Sam Hall, Senior Director of International Communications at Samsara, the pioneer in connected operations. With his global remit, Sam has worked with agencies across multiple markets, collecting plenty of stories along the way — the good, the bad and the ones best left untold.

What stood out most? His agency ‘green flags’ closely align with four of our core company values: Be Bold, Be Informed, Be Exceptional, Be Yourself. So, it’s no wonder we’ve maintained such a strong and productive partnership with Sam for the last 10 years.

Be Bold: have the confidence to challenge your clients

According to Sam, yes-people don’t make great PR partners. Sometimes, clients need to hear the hard truth — even if they don’t want to. A strong agency is bold and has the confidence to push back, challenge ideas, and to steer clients away from bad strategies.

Whether it’s an unrealistic expectation about media coverage or an unreasonable deadline, the best partners know when to say, “that won’t work, and here’s why.”

This isn’t about being a contrarian and just saying “no” for the sake of it, though. A true partner will always come up with an alternative approach that they’re confident will deliver results.  

Be Informed: consultancy is gold dust

Sam also believes that an agency’s greatest superpower lies in its ability to provide sound, strategic advice.

But that doesn’t happen by chance. Agency teams need to stay on top of what’s happening in the wider world and get under the skin of their clients’ businesses, technologies and industries. It is only by being truly ‘in the know' that we can offer informed counsel that will influence positive results.

As Sam pointed out, looking after PR and media relations with his agency is only 20% of his world. Having a team that knows the best journalist to pitch to is key — but what’s invaluable are comms experts who actively watch the media, his industry and can anticipate the next trend before it goes mainstream. It’s what turns an agency from a service provider into a trusted advisor.

Be Exceptional: proactivity is the secret sauce

No client wants to constantly ask, “What’s next?” And a great PR agency doesn’t wait to be told what to do. Whether it’s identifying newsjacking moments, securing interview opportunities or suggesting fresh campaign ideas, being proactive is what separates a great agency from a good one.

Clients value agencies that think outside of the box, strive for excellence and are always on the hunt for the next media moment. As Sam was quick to point out, if an agency only moves when pushed, it’s not a partnership — it’s a transaction.

Be Yourself: don’t forget the importance of chemistry and rapport 

PR is a relationship business. And we’re not just talking about journalists or influencers. The bond between a client and agency team is just as crucial.

If the rapport isn’t there, the partnership will feel like a chore rather than a collaboration.

In Sam’s experience, the best client-agency relationships are when both parties get to know each other on a personal level and can be unapologetically themselves — while still maintaining a level of professionalism, of course.

Watch this space…

All in all, our first ‘Client 101’ session was a huge success. Our team asked challenging questions, and in return Sam provided honest and candid answers — a true client-agency partnership in action.

To find out more about our approach to client relationships, dive into this blog from our joint MD Louise Palmer, and if it resonates with you, get in touch.