The client/agency relationship has never been stronger, according
to PR Week’s 1998 Agency Report. No fewer than 16 agencies picked up
five-star ratings and marks for client satisfaction have increased
year-on-year.
In total, 34 agencies entered PR Week’s third quality survey, which is
divided into two sections - agency credentials and client
assessment.
New entrants included Edelman PR Worldwide, Profile PR and Text 100, all
of which received five stars.
Firefly emerged as the agency with the highest overall score; it also
scored the highest marks for agency credentials. Sinclair Mason and
Companycare scored the highest marks for client assessment.
Among agencies to receive perfect scores in any one category were Lexis
in relationships, and Biss Lancaster and Grant Butler Coomber in the
infrastructure category.
However, some common areas of weakness were revealed. These include poor
writing ability and a reluctance to give clients unpalatable advice.
- This week also sees the launch of a new section in PR Week dedicated
to public sector news.
Supplement, p15;
public sector, p4.
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