South Africa, Sept. 10 -- In PR, the strongest currency is trust, built through effective client relationship management.

7 ways to build loyalty and retain clients

Here is my advice on how to build loyalty and retain clients for the long term.

PR is about people

PR is a people business. Media, influencers and stakeholders all play a role, but it's the relationships that we have with our clients that determine long-term success. Good client relationships need to be treated as a strategic function within an agency.

Know your client's business

Clients don't just want coverage; they want to know that their team understands the real challenges and opportunities impacting their business. Good client relationship managers understand their...