The best PR agencies in Portugal

According to the AGENCY SCOPE Portugal 2023/2024 Study: Lift is the best Portuguese communication agency

The Public Relations sector in Portugal continues to expand and gain strategic relevance in national organizations. The latest edition of the AGENCY SCOPE Portugal study, carried out by Scopen, collected the opinion of more than 300 professionals in the Portuguese market, including marketing and communication directors and managers, from various sectors of activity, through interviews and individual surveys with the aim of analyzing the performance of agencies.

In addition to clearly identifying the leading agencies in the 2023/2024 biennium, the study provides a detailed and comprehensive analysis, with important insights into the Public Relations sector in Portugal.

What do clients look for in PR agencies?

According to the study, customers essentially value:

1. Strategy and Planning: Ability to develop effective and well-structured strategies (87% importance).
2. Industry and Brand Knowledge: In-depth understanding of the business and specific customer needs (60%).
3. Relations with Journalists and Stakeholders: Effective and positive relationships that generate tangible results (47%).
4. Creativity and Innovation: Ability to present original and innovative solutions (31%).

Taking into account this data, solid strategy, sectoral dominance and innovation in communication stand out among the characteristics that clients value most in an agency.

Rankings and market leaders

Lift Consulting clearly stands out as the most admired and recognized agency in the Portuguese market, taking the lead in four of the five dimensions most valued by the sector at a national level, among them: spontaneous notoriety, exemplarity and attractiveness.

In the global market valuation ranking, Lift obtains an even higher valuation  score (130). The perception of clients and non-clients is that it is the agency with the best image and reputation; greater weight in the media/PR and in the relationship with opinion leaders; greater capacity from the point of view of PR strategy and innovation, greater capacity for specialized response in the areas of product, corporate, CSR and sustainability and the one that also stands out from the point of view of service and team.

Ranking of the most admired professionals

The same study also revealed which are the most admired Public Relations professionals in Portugal. This list reflects the market’s recognition for the leadership skills, strategic vision and impact on the reputation of the respective agencies.

Salvador da Cunha, owner and CEO of Lift Consulting, comes in first place, widely highlighted as a reference in the sector. Miguel Moreira Rato (Adagietto) and Tiago Vidal (LLYC) occupy the next positions, reinforcing the weight that these agencies have in the communication landscape in Portugal. The list also includes Filipa Caldeira and António Cunha Vaz, underlining the diversity of profiles with a strong influence on the sector.

How to choose the best PR agency?

In the process of choosing a partner agency, companies must take into account the following criteria:

1. Solid strategy adapted to the sector;
2. Good relationship with the media;
3. Creativity and constant innovation;
4. Solid reputation and positive feedback from existing customers.

This Scopen study is a valuable tool to guide business decision-makers in an informed and strategic choice that allows them to optimize their companies’ communication.

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