Home Agencies The Gap Between Agencies and Clients: A Research Study

The Gap Between Agencies and Clients: A Research Study

by The 100 Companies

The Institute for Public Relations partnered with Ragan Communications to study the relationship between clients and agencies.

The soon-to-be-released study found several gaps between the wish lists of clients and agencies, specifically in terms of information access. 78 percent of agency respondents said they wanted their clients to share their business plan to increase visibility within the business. However, client respondents said the second biggest element they would change is an agency’s ability to understand the organization clearly. 

Overall, mutual trust was the most important criterion to both agencies and clients for a healthy agency-client collaboration.

– Tina McCorkindale, Ph.D., APR, President and CEO, Institute for Public Relations

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