PR and Communications agencies must consistently evaluate and improve their performance to stay ahead. One of the most effective ways to achieve this is through regular client satisfaction measurement. Data from Q&R’s 2025 YTD Aggregates report, which gathers insights from over 2,500 agency clients per quarter, highlights key trends in client sentiment and engagement.
Key Takeaways from the Report
1. Overall satisfaction remains steady but leaves room for improvement
The report reveals that 60% of clients rate their agency experience as “Really Good”, while another 33% rate it as “Good”. While this suggests that most clients are satisfied, it also means that nearly 40% of clients see “Room for Improvement.” With competition in the PR industry fiercer than ever, agencies that actively track client sentiment can identify areas where they may fall short and take proactive steps to enhance their service delivery.
Studies show that dissatisfied clients are twice as likely to leave as satisfied ones, and replacing lost clients can cost up to five times more than retaining them. This makes regular client satisfaction tracking not just a best practice, but a business necessity.
2. Client perception varies across different service areas
- Account Team Performance: 69% rate their experience as “Really Good”, showing strong agency-client relationships.
- Strategic Counsel: Only 51% of clients consider this “Really Good”, with 6% rating it as “Not Very Good”.
- Industry Knowledge: 53% find their agency’s expertise “Really Good”, but 10% rate it as “Average”.
These insights indicate that while agencies are excelling in client service, there is a notable gap in strategic advisory and deep industry knowledge. Agencies that monitor these trends can allocate resources more effectively to strengthen these critical areas.
3. Declining Net Promoter Score (NPS) signals a potential challenge
The NPS score, which measures the likelihood of clients recommending an agency, has seen a downward trend over the years:
- 2021: +72
- 2022: +53
- 2023: +54
- 2024: +48
- 2025 YTD: +46
This steady decline suggests that while agencies may still be performing well, they are not delivering the same level of excellence that once inspired strong advocacy. A key reason for this could be shifting client expectations—as budgets tighten, clients are expecting more value for less spend. Agencies that fail to demonstrate return on investment (ROI) risk losing favour with their clients. Regular measurement of client satisfaction enables agencies to identify these pressures early and adapt accordingly.
One global PR firm noticed a drop in satisfaction around strategic counsel and responded by increasing training for account teams. Within a year, their NPS rebounded by 10 points, proving that continuous feedback leads to measurable improvements.
The Role of Technology & Real-Time Feedback
Many agencies still rely on annual or quarterly client feedback surveys, but in today’s fast-moving landscape, real-time feedback tools can help agencies course-correct more efficiently. Agencies that leverage real-time feedback platforms can make data-driven decisions faster. Instead of waiting for end-of-year reviews, they can address client concerns as they arise, improving retention and long-term satisfaction.
Why Measuring Client Satisfaction Matters
Based on these findings, here are three reasons why every PR agency should prioritise client satisfaction measurement:
- Retention is more cost-effective than acquisition Acquiring a new client costs significantly more than retaining an existing one. Understanding client sentiment helps agencies identify areas where they can improve to keep clients happy and loyal
- Data-driven improvements drive competitive advantage
Agencies that consistently measure and act on client feedback can refine their strategies, services, and client interactions—giving them an edge over competitors that fail to listen - Client satisfaction directly impacts reputation
In a word-of-mouth-driven industry like PR, a strong NPS and positive client sentiment translate into better referrals and new business opportunities
Final Thoughts & Next Steps
While client satisfaction in the PR industry remains generally positive, declining NPS scores and gaps in key service areas indicate that agencies must stay proactive in tracking and responding to client feedback.
To stay ahead, agencies should not only measure client satisfaction but also act on the insights. Consider setting up a quarterly review process, introducing anonymous feedback channels, or using a sentiment analysis tool to track trends before they become problems. The agencies that listen and adapt will be the ones that thrive.