At Honest Communications, we’ve always believed that good PR starts with good relationships – not just with journalists, but with clients too.
The most impactful work doesn’t come from ticking boxes or chasing coverage for the sake of it. It comes from genuine partnerships built on trust, shared goals, and open communication. When those things are in place, the results speak for themselves.
So, what does a strong PR client relationship really look like? Here’s what we know.
Trust is everything
PR is often a long game. While some results come quickly, many of the benefits, like building credibility, increasing visibility, and supporting long-term growth, take time.
We’re always honest with our clients about this. We often caveat that it can take a couple of months for coverage to start landing, and even then, the real impact of each piece builds gradually – as part of a consistent, strategic drumbeat that shapes reputation over time. It’s something widely recognised across the industry – PRWeek frequently highlights how sustained, long-term PR activity is what really drives reputation and results.
That’s why trust is absolutely essential. It allows us to get stuck into the strategy, to crack on with media relations, and to do what we do best – all while keeping our eyes on the long-term goals.
When clients trust our instincts and value our experience, we’re able to be proactive, spot and act on opportunities quickly, and offer strategic guidance with confidence. And that’s when the results really start to snowball.
Shared goals make for stronger results
The most effective PR is rooted in a clear understanding of what the client wants to achieve. Whether it’s raising awareness, launching a product, building a reputation, or supporting sales, we work best when we’re aligned on the destination.
That alignment starts with robust planning. We hold annual strategy sessions to map out the year ahead, set quarterly goals, and review progress regularly. This ensures the bigger picture is always at the heart of everything we do. We also set shared SMART KPIs and track ‘Dream Coverage’ targets – a collaborative way to keep activity focused, ambitious, and meaningful.
By understanding our clients’ broader business plans and staying close to their evolving priorities, we’re able to tailor PR activity that supports long-term objectives as well as short-term wins. It also means we can flex when needed, adapting our approach without losing sight of where we’re heading.
When we’re aligned, everything flows more smoothly – and the results speak for themselves.
Respect goes both ways
Honesty is at the heart of what we do – and sometimes, that means having direct conversations. We’re guided by professional standards, like those set by the CIPR, which champion transparency, ethics, and best practice in the industry. We’re always clear about what’s realistic, what’s working, and where things need to adapt. “Honest by name and by nature!” is more than just a saying – it’s one of our core values.
That kind of honesty only works when it’s met with mutual respect.
We hugely value the clients who see us as part of the team, who trust our recommendations, and who understand the work that goes into doing PR well. Respect for each other’s time, experience, and input is what turns a working relationship into a strong partnership.
Open communication keeps everything moving
Clear, regular communication makes everything easier, for everyone!
Whether it’s a weekly check-in, a quick call, or a fast email reply, keeping the lines open means we stay aligned and can act quickly when opportunities arise.
It doesn’t have to be formal or time-consuming – even a few bullet points or a heads-up on upcoming plans can unlock new ideas and help shape our approach. We also love our client / team WhatsApp groups for sharing interesting industry updates, pinging across coverage, and flagging any last minute opportunities. It’s also a convenient way to share pet pics too, although not a strict requirement!
Shared energy makes the work better
work and a belief in what we’re all doing.
As an award-winning PR agency, we care deeply about delivering great results and championing our clients. When that commitment is reflected back – through collaborative working, a shared sense of purpose, and a bit of humour – it creates momentum. And that’s when PR really flies.
We know that the best results don’t just come from a great strategy or a clever pitch, they come from the strength of a great relationship behind it all, and this is built on:
- Trust in the process and in each other
- Shared goals that shape meaningful activity
- Mutual respect for time, expertise, and ideas
- Open, ongoing communication
- A shared sense of purpose and positivity
When those things come together, everything flows more smoothly. Ideas are better, opportunities are easier to spot, and the whole process becomes more rewarding for everyone involved. That’s what we aim for in every client partnership – because when the relationship works, the PR really does too.
Let’s build something brilliant together!
If that sounds like the kind of relationship you’re looking for, we’d love to chat.
Drop us a line at hello@honestcommunications.co.uk – we’d love to hear from you!
Want to see what our clients say about us? https://www.honestcommunications.co.uk/testimonials/.
