New research from RFP Associates and CommunicationsMatch with support from Researchscape and the Institute for Public Relations delivers valuable perspectives on how agencies should look at business development and client retention.

The new report, “The Impact of the Agency Selection Process on Public Relations Programs and Outcomes”, supported by Researchscape International, provides insights into how Fortune 1000 companies and not-for-profit associations search for and hire agencies—and points to opportunities on how to improve search outcomes for both client organizations and the agencies they engage.

The survey of senior communications executives at mostly large organizations — half work at publicly-traded companies and 25% spend more than $1 million per year on PR firms — uncovers important drivers of the agency-client relationship, including how business leaders make their choices. The study focused on PR agencies, but many of the same lessons can be extrapolated more broadly.

Read more at Agency Leadership.

Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.