Conflicts of interest and competing clients
By Joel Andren · Published by PressFriendly, a PR agency · Reviewed October 13, 2026 · Editorial standards · 3 of 6 in this section
Ask whether an agency works with direct competitors and how it would protect your confidential information and attention. Sector experience can be valuable, so representing an adjacent company is not automatically a reason to reject the agency. The decision depends on the actual overlap.
Explain which competitors and information matter
Tell the agency about competitors that would create a problem for you. Be specific about products, customers, and markets. “No technology clients” is a much broader restriction than protecting a particular product category.
Consider what you would share: an unreleased product, customer plans, funding news, or a sensitive issue. Ask whether the proposed team serves competing accounts and how it keeps their work separate.
The PRSA Code of Ethics calls on members to disclose conflicts and protect confidences. Your agreement should still address the restrictions that matter to your business.
Ask how a real overlap would be handled
Useful questions include:
- Are you working with any company that overlaps with these products or customers?
- Would the same people work on both accounts?
- How would you protect our confidential plans?
- What happens if both clients have an important launch at the same time?
- Will you tell us before taking on a new client that creates a conflict?
An agency cannot always identify a confidential client. It can explain how it checks for the conflict you described and whether it can meet your requirements. Do not reward it for sharing another client's private information.
An agency also cannot promise ownership of a journalist relationship. Reporters decide whom to speak with and cover.
Match the protection to the actual risk
For a fictional startup selling scheduling software to dentists, another general software client might pose little concern. A direct competitor launching the same feature to the same buyers could warrant separate teams, explicit consent, or choosing a different agency.
If exclusivity is important, agree what it covers, for how long, and what happens if circumstances change. Broad restrictions can limit your agency options or affect price. Have counsel review important contract language.
Other financial interests can matter too. Ask the agency to disclose referral fees, publisher payments, or other incentives that could affect a recommendation, especially when it is proposing paid opportunities.
Treat concealment differently from an explained tradeoff
You may accept a disclosed overlap after discussing it. Concealing a material conflict, misrepresenting a commitment, or sharing another client's confidential plans is a more serious warning.
Put any important restriction in the agreement and name the person to contact if a new conflict appears. The red-flags guide covers integrity failures; the agency comparison guide helps with ordinary fit decisions.