CHA board directors attend client meetings at least quarterly to offer a fresh perspective; we meet our clients formally and informally away from client programmes; and we contribute directly to campaigns, designing research, writing reports and speeches. But clients have to keep to their side of the bargain. Too often, PR is viewed as a cheap option. If clients want senior counsel they must get used to paying a different hourly rate. And PR agencies must learn to charge with more confidence for their contribution.
Colette Hill, chief executive, CHA, the workplace consultancy.