Sustainability and Expectations in Client-Public Relations Agency Relationships: A Bi-directional Perspective

The sustainability of public relations agencies is often heavily dependent on positive and vibrant relationships with their clients. Such relationships are crucial during challenging economic conditions and intense competition prevalent within the sphere. Public relations agencies in South Africa face a challenge to prove that they are able to contribute positively to their clients’ bottom line by meeting these expectations. Good relationships lead to higher client retention for agencies, improvement in the client’s return on their investment and it also contributes towards organisational sustainability for the benefit of both parties. This article investigates expectations of client‒public relations agency relationships in South Africa as key elements influencing the relationship between the parties. An exploratory qualitative study was conducted. It involved in-depth interviews with six client representatives and six senior public relations consultants from three prominent public relations agencies operating in Johannesburg. The findings indicate that expectations, competencies and communication inform perceptions of how clients and public relations agencies view the relationship and then try to achieve relationship outcomes. To maintain or expand their client base, public relations agencies need to create value for the client organisations and build relationships and mutual understanding with their clients.