The Challenges PR Agencies Face
If you run your own agency, it's natural to be immersed in creating exceptional campaigns for your clients. However, you need to allocate enough time and resources to grow your agency sustainably. If your focus is solely on delivering great work for your clients, your agency will suffer in the long run.
To avoid this, you need to prioritise creating a visionary yet practical plan, dedicating time to business development, producing compelling pitches and proposals, and developing a robust set of products/services. Additionally, having an excellent onboarding and retention plan for your clients is vital. You must also manage your team effectively, watch cash flow & profits, and differentiate your agency by creating a clear niche and unique selling points.By investing time and resources in these critical areas, you can ensure the success and growth of your PR agency in the long term. Don't let your focus on client work cause you to neglect your agency's growth and sustainability. Take a step back, prioritise your agency's development, and create a plan to achieve your goals.
Every client you work with wants to know how to measure the success of the PR campaign you are running for them, so it's vital that we talk about and report on OUTCOMES and IMPACT of a campaign rather than the INPUTS (tasks) and OUTPUTS (deliverables).
At the end of the day, the vast majority of clients don't care if you spent 10 hours or 100 hours to secure a piece of coverage, but they do care about the resultant coverage and the impact it will have for their business.
If you want to build a sustainable PR agency with a solid set of products/services and a loyal client base, you need a plan, a clear market differentiation and a great sales & marketing machine that generates a steady flow of new long term customers.
Are you clear on how to do this, and do you allocate enough time every month to work ‘on your agency’? A cliché perhaps, but it’s so true.
I have 30+ years of commercial business experience. After beginning my career by working in various blue chip companies, I took the leap In 1991 to start my own marketing, PR and design agency. Over the next 11 years, I grew the business into an award-winning agency with 25 staff and revenues in excess of £1.5m. In 2002, I sold the business and then retrained to become a coach and mentor. Since forming Da Costa Coaching in 2007, I have helped over 450 agencies to grow in a sustainable, profitable and enjoyable way.