EDITORIAL: Stating the obvious, but necessary

This week we publish the first in a series of best practice guidelines drawn up by the PR industry as part of PR Week’s CBI-backed campaign.

This week we publish the first in a series of best practice

guidelines drawn up by the PR industry as part of PR Week’s CBI-backed

campaign.



The Partnership Charter is a framework for building and nurturing great

relationships between clients and agencies. Some of the suggestions may

seem painfully basic, but the Best Practice panel members who drew up

the guidelines never intended to patronise. The aim was to encourage

practitioners in all sectors and all sizes of companies to get the

foundations of their relationship right, so they have better chance of

taking what PR can achieve to a higher level.



If, when you read the guidelines, you feel they don’t apply to you - and

this goes for clients as well as agencies - ask yourself whether you

could put a tick next to each point at every stage of every working

relationship.



The answer is likely to be no. As panel member Lord Bell said, if

everyone already worked in this way, there would be no need to spell out

the model relationship.



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