Exclusive data collated by PRmoment, in partnership with The Pulse Business, found that over three fifths (64%) of in-house PR professionals are “quite confident” with their agencies ability to navigate change. But, some improvements do still need to be made.

The first PRmoment/The Pulse Business Quarterly Confidence Tracker, which surveyed 22 UK-based in-house PR practitioners between 16 December 2024 and 20 January 2025, revealed high levels of confidence with external PR’s ability to navigate industry changes and deliver impactful results for their brands.

The Pulse Business founder, Imogen Osborne said: “This Pulse tells us that trust, knowledge-sharing and candour are the winning factors for a successful agency/client relationship. But how do you build trust with a client that is forever under pressure from colleagues and peers on how PR is done? Time is the differentiator. Proving to your client, again and again, you are there for the good times and most definitely for the bad, is the very definition of loyalty. As a client, you need to know your agency has your back, no matter what is happening inside or outside the walls of commerce.”

Confidence is built on trust, trend awareness and results

Comments from respondents show that in-house PR professionals prioritise strategic alignment, creativity and adaptability in their relationships with external PR agencies.

One in-house professional said:

“My agency is pretty creative and well connected to shifting trends. [The external agency] actively engages in research, and thinking about how everything from AI to sectoral shifts are shaping the world. It inspires a good degree of confidence."

While another said:

“Their track record so far has been excellent and they are consistently proactive in sharing analysis of changes as they happen. Their input has also been effective in improving results through our engagement work.”

The responses indicate that in-house teams will value and put faith in partnerships with PR agencies that stay ahead of shifting landscapes and an analytical approach.

As one professional pointed out: 

“We have a relationship based on trust, knowledge-sharing and candour. They get us.”

However, despite answering positively on confidence levels, some respondents indicated that things haven’t been so harmonious in the past.

One admitted: “We have had to move agencies very recently to get this,” while another added, "changes can take time, so nothing is immediate. But, if the agency is always evolving and adapting, then they are well placed to manage changing landscapes and the ever harder task to grab attention".

The one thing I would change about my relationship with my agency is…

The survey also offered respondents an opportunity to share thoughts on potential changes to make the relationship more successful:

Budget

“Have better budgets for bigger programmes.”

“They would think about the commercial impact of their campaign ideas before bringing them to the table. They need to understand that we have to fight hard to win the budget internally.”

Collaboration
“A closer daily relationship and regular face-to-face meetings.”

“To spend more face-to-face time with them, rather than rely on video”

Ideas

“I would like to see more creative ideas and proactivity.”

“Aligning thought leadership to drive business needs. Coming up with ideas that will drive coverage and support business outcomes.”

“The ability to use an agency more for idea generation and projects. Less on retainer.

In the first quarter of 2025, in-house teams are calling out partnerships that champion strategy and commercial awareness. Budget constraints are a key concern, with a need for agencies to consider and understand both the commercial impact, and the red tape surrounding budgets. However, they also want agencies to take more of a creative lead by generating new ways to drive media coverage, while still aligning with the business objectives.