A report conducted by the Public Relations Consultants Association (PRCA) shows that a significant gap remains between what clients and agencies believe to be the most important qualities in a partnership. The PRCA In-house Benchmarking Report 2014 reveals that clients rate agencies’ creativity, honesty and trust most highly.

The report, produced with YouGov, shows that only 15% of communications directors rate personal chemistry highly, whereas agencies voted this the most important factor at 48%. Agencies also rated ROI much more highly than their in-house counterparts.

The Benchmarking Report saw some significant improvements with over three-quarters of communications teams now being represented at board level; more than double last year’s number. In-house budgets are stabilising in comparison to last year, but budgets remain a major concern for in-house teams and half expect them to stay the same over the coming year. 

Francis Ingham MPRCA, PRCA director general, comments, “There is a lot to celebrate here. Most strikingly, never before have we seen the role of the in-house communications leader so valued by their organisation, with board presence and buy-in for communications growing impressively. However, it appears that there is still some work required – on both sides – to solve the riddle of client/agency relationships.”

Most in-house communications teams describe their major roles as: building awareness, protecting reputation and monitoring reputation. However, only a quarter of respondents saw driving CSR as a communications responsibility.