Featured Opinion PR

posted on Mar. 05, 2025 at 10:20 amMar 4, 2025

Why PR agencies need better CX – client experience – as a competitive edge

posted on Mar. 05, 2025 at 10:20 amMar 4, 2025

Impact Porter Novelli's Claire Lawson makes the case for a client experience revolution within PR saying that the human aspects of PR – insight, partnership, and strategic thinking – are what will set agencies apart.

Claire Lawson, Managing Director, Impact Porter Novelli - IPN - on client experiences and PR

Claire Lawson, Managing Director, Impact Porter Novelli

Let’s be frank – the PR industry is obsessed with winning. Securing a high-profile client, launching viral content, or crafting an award-winning campaign, agencies invest heavily in pitches and execution … and can’t wait to write that self-congratulatory LinkedIn post. Yes, I’ve been guilty of this myself, but this isn’t about me…

Despite the noise about success, client churn remains a major issue. Why? Because results alone don’t keep clients loyal – the experience does.

A long-term client once shifted part of their business to a local Saudi agency, dazzled by a compelling pitch and strong market insights. Within months, they realised the agency lacked the quick turnaro

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Tags:agility Claire Lawson client experience Collaboration CX Engagement impact porter novelli Insights market insights partnerships PR proactive public relations relationships responsiveness strategic thinking transactional

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.