IT and Technology

We have great experience with PR and communication for all types of IT clients.

Travel and Tourism

We know the travel industry and are experts in tourism communication and PR.

12 November 2007
What does the agency client really want?
”The communication business has moved to a phase where the agencies have become much more professional. The times of endless streams of press releases and other traditional means whose only goal was to generate attention are over.”

That’s what they said in the think tank news programme “Mandag Morgen” back in 2005. As communication has become more of a priority for Danish businesses, the number of communications agencies has gone up. The skills of each agency have become more complex because, as they said on “Mandag Morgen”, it’s no longer enough to just send out press releases. And as competition between the agencies has become tougher, and focus on the quality and strategic foundation of the communication solutions has gone up, clients have had good reason to be more picky and demanding.

Client survey 2007
This is why in the summer of 2007 we decided to do a survey to uncover which demands clients had for working with a communications agency. We have done in-depth interviews with our own clients as well as clients – both government and non-government – with other communications agencies. We were told, with no holds barred, what clients wanted from working with a communications agency.

The results are revealed
The results of the survey was a long list of nuanced demands that made it clear that clients are reflective and deliberate when they choose an agency. We’ll now reveal the results of the survey.

The client’s demands for the communications agency:

•Innovative and creative ideas
•Involving both client and agency in the project in question
•Informal tone and good chemistry between client and agency
•The client doesn’t just want to be advised based on his own expectations but wants to be challenged by the agency’s employees through their professional knowledge
•All projects should be evaluated in order to meet the goals that the client and the agency have set up together
•The number of contacts at the agency should be adjusted to the client’s needs
•The relationship between the parties should be close but should not evolve into a friendship
•The agency should listen and explain and show the client respect
•Communication with the client should be both personal and in writing
•The agency should have a larger network than the client
•The cooperation should follow set guidelines and work toward a mutual target.
•The agency employees should be committed and feel ownership for the client’s project
•The client should know what the strategy of the agency is
•The agency should relieve the client in busy periods

As part of Related’s strategy we have a wish to live up to these demands on a daily basis. There’s nothing we would rather do than live up to the expectations of the agency client of 2007. And we’re happy to see that the clients in the survey express a need for demands of the agency but also of the client himself.

About Related

Related is a modern PR agency that works goal-oriented on strengthening companies’ and organisations’ reputations and relations to their surroundings. We do this both on the platforms that you own as well as the platforms that you cannot control yourself.

We view PR from a broad perspective. We do not believe in being experts within all communication disciplines. But we believe in being specialists within PR and in thinking creatively and innovatively every single day. In fact, we believe this is the right and only way to go as a modern PR agency.

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