What should be your guiding principle when evaluating new business relationships in agency work?

The guiding principle of building lasting relationships based on ethical practices is vital in agency work. This principle emphasizes the importance of establishing trust and credibility with clients, media, and other stakeholders. Ethical practices foster an environment where honest communication and transparency are prioritized, leading to stronger, more resilient business relationships.

In public relations, the reputation of both the agency and the clients is paramount. By focusing on ethical practices, agencies can create a positive image, which ultimately contributes to their long-term success and sustainability. Ethical relationships also encourage collaboration and mutual respect, allowing for more fruitful partnerships that benefit all parties involved.

A focus on business success at any cost, maximum profit extraction, or favoring personal connections over professional integrity might yield short-term gains but can damage reputations and lead to conflicts of interest. Such approaches can undermine the foundational trust necessary for successful, long-term engagements in the public relations industry. Therefore, prioritizing ethical practices establishes a strong basis for enduring and fruitful business relationships.