What makes clients change their PR agency?

Agencies might think they bend over backwards to delight their clients, but there are still ways they disappoint them. The main danger says Claire Walker, CEO of agency Firefly Communications, is becoming complacent.

Walker offers these tell-tale signs that show members of an agency team are taking a client for granted: “Consistently sloppy, error-laden written work; a tendency to do things using the same formula, over and over; not challenging themselves to outperform; and a reluctance to take risks are some clues that clients should be on the look out for.” Walker suggests that when a client notices these danger signs, the best course is usually an honest conversation. “What’s at the root of this behaviour, or is this just what the agency would consider business as usual? A great client will (nicely) probe these things, and a great agency will listen keenly. Both should go into it with an open mind.”

But it shouldn’t be just up to the client to spot when an agency has gone off the boil. Agencies need to constantly monitor themselves. This can be difficult, as Walker points out, “Agency life is fast – sometimes too fast to realise when something’s gone awry.“ One solution is to put a system in place to measure client satisfaction, for example, Walker’s agency uses a customer thermometer tool.

Agency failings don’t boil down to just complacency. Sometimes, agencies let clients down right from the start, because they are more focused on winning business than keeping it. Independent PR consultant Katharina Winkler, says there are three particular issues that agencies need to address: “Over-servicing, over-reliance on junior execs to run accounts, and allowing admin-style work to take precedence over strategic and creative thinking.”

Five agency weaknesses

Cath Shuttlewood, former divisional director at Grayling in London and director of PR consultancy www.sy1consulting.co.uk, lists five ways that agencies can fail their clients:

1. Pitching a team that is never seen again. So many pitches are won on chemistry and not always the ideas actually pitched. A client will necessarily be peeved if they never (or rarely) see the pitch team again – they want to know who they're working with. Let them meet them from the outset.

2. Maintaining radio silence. A client wants to be made to feel special. They don't care that you're busy with another client or preparing for a pitch so make sure that you always respond their emails and voice mails in a timely manner – even if it is only to acknowledge that you're on the case.

3. Making promises that can't be kept. Don't tell a client you'll deliver something and then fail to do so. The chances are they'll have told their superiors when it can be expected so the number of people you let down when you don't deliver necessarily multiply.

4. Being sloppy with the account admin. Whether it's a simple weekly report; a recurring invoice; or the contract that kicks everything off, check, check and check again that you haven't included any silly mistakes. Mismanaging client billing is always a big no-no.

5. Failing to deliver results. It's a simple reality that a client is going to want to work with the best agency team – that means delivery strong results. Week after week with nothing to show isn't going to lead to a happy relationship. If plan A isn't working out as planned, then come up with an alternative. Think solutions not problems.