When PR agencies and clients decide that their relationships have run the course, there’s normally a grown-up conversation about it being time for them to look elsewhere.

“It’s just not working out”.

“I’ve put so much time in, but I just don’t think you feel the same way about it”.

“I am not getting any younger, I have plans; I need us to take this to the next level and I want to know if you’re with me”.

Not always though. The very public spat in PR Week between Shine and its ex-client SAB Miller seemingly shows how, when things go sour and the wrong things are said, an acrimonious split may be inevitable.

The problem is that PR agency contracts don’t really make provision for a gradual falling out of love, a growing disappointment when promises of virile publicity are not matched with the desired level of performance.

Perhaps, then, it’s time for a new type of clause to be added to contracts to cover such circumstances and prevent the ‘growing apart’ part – a relationship break.

It could read something like this:
XX.X Once the Initial Period has expired, either party may terminate this Agreement (without cause) by giving not less than X months’ written notice to the other. Alternatively, should the parties consider, mutually and severably, that termination is a reasonably likely if they continue to work together due to the PR programme not meeting mutual expectations, both parties reserve the right to exercise a 90-day hibernation period (the ‘Relationship Break’) after which time normal terms and conditions will apply as usual.

Mind you, I suspect it might mean the rise of the ‘sharking’ agency that scavenges for scraps while clients are temporarily unattached.

With thanks to the inspiration and life skills of Speed’s resident expert on such matters.