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When it comes to PR, the best outcomes don’t just come from a good idea or a well-drafted pitch, but from strong, collaborative partnerships between agencies and clients. Clients play just as big a role in PR success as the agency does.

Below are five positive behaviors consistently demonstrated by clients who get the most value out of their PR partnerships.

1. Clear Communication

Great PR is fueled by information. Effective clients keep their agency in the loop on company news, product updates, leadership changes, and even challenges. The more context we have, the more proactive and strategic we can be. For example, advance notice of an upcoming product launch or executive hire will allow PR teams to develop a strategy to maximize results. This can be inclusive of organizing media targets, prepping messaging (e.g., a press release or Q&A), and ensuring the story lands at the right time.

2. Goal Sharing

The best clients don’t just hand over a to-do list. Instead, they share business goals, enabling their PR partner to create a strategy that aligns with what matters most to them. This could be anything from growing awareness in new markets and needing localized media introductions to shaping core narratives to position a company as a leading voice in a new category.

3. Trust the Process

Results from PR aren’t always instant. From shaping executive thought leadership programs with crisp messaging, to reaching out to reporters with news announcements and sources, to securing top-tier coverage, building a PR engine takes time. and shaping thought leadership takes time. Clients that understand this and trust their agency’s expertise to deliver results that build momentum are ones that traditionally see great results.

4. Provide Access

From making executives available for interviews to connecting PR teams with subject matter experts for story mining calls, clients who are willingly providing access to their executives set their PR team up for success. As any good PR person knows, the media moves fast, so quick access to SMEs makes the difference between landing a story and missing out.

5. Real Collaboration

The strongest relationships are built on mutual respect. Great clients see their agency as an extension of their team and are willing to collaborate like true partners: welcoming ideas, giving feedback, and celebrating wins together.

PR is a team sport. When clients bring clarity, openness, and trust to the table, they empower their agency to do its best work. And that’s when success happens.

To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.