Maybe you’ve had a tough week at work and you’re staring outside of your window wondering what it would be like to run your own agency. Or maybe you’ve dreamt of running your own business for years now and are currently working to make those dreams into a reality. Whatever the case is, one thing is for certain — starting a new business can be a tricky endeavor. And starting a public relations firm is no exception.
At PR Boutiques International, we are a group of founder-led boutique PR firms that vary in specialties across the globe. As an international network of industry-leading niche public relations agencies, we are a peer network to tap for advice from top senior consultants and fresh perspectives from other dynamic agencies that have faced similar situations and problems. Below are the 5 things that our members wish that they knew before starting their own PR agency.
1. The Importance of Leadership
Many PR professionals excel at their current position at an agency and always exceed their monthly and quarterly goals by a mile, but not everyone who is exemplary at one skill has the capability to be a leader and teacher of those skills. “Talking about PR is one thing, but empowering those who implement it, encouraging them and giving meaning to their work is another.” Kai vom Hoff of vom Hoff Kommunikation (Düsseldorf, Germany) recollects underestimating the importance of leadership when he first started his career. “It takes goals, guidance, motivation, culture, understanding and a shared purpose. Defining this together and with each other is the task of leadership.”
2. Learn to Let Others Lead
In addition to learning to lead, learning to let others lead can be a challenge on its own. Jeff Ketner of Ketner Group Communications (Austin, TX) says, “the key to building a successful PR agency is ultimately to make sure it doesn’t revolve around you.” Ketner mentions that it seems only natural in the beginning to take the lead on projects, it’s vital for the agency’s growth to allow others to learn to lead. Ketner continued, “I had to step back, let go and let others lead. The more I’ve done that, the more it’s created opportunities for others to grow into strong leaders.” In Ketner’s case, this truth lies in the pudding of Ketner Group Communications where the current President and CEO, Catherine Seeds, began as an Account Executive 20 years ago.
3. Be Ready for Mistakes
Mistakes are inescapable. As vom Hoff puts it, “Admit mistakes and simply move forward.” While accepting that a few slip-ups are a natural part of life, the tricky part is being able to push on. It’s easy to focus-in on any error and the mark of a great leader is the ability to acknowledge and evolve. And if you do get hung up on any errors with clients, vom Hoff shared the best practices in rectifying mistakes. “Convince with personality, with quality, with well thought-out ideas, with creativity and with entrepreneurial courage – this impresses clients and creates, as we have seen in the last 50 years, often very long and good relationships.” So when those mistakes eventually do happen, remember that the key to building lasting relationships in business lies in the quality of your character, ideas, and creativity which don’t all just magically vanish after a blunder.
4. The Significance of Professional Relationships Within Other Companies
They say it takes a village when raising a child and the same goes with starting your own agency. Having relationships with law firms, HR services, accounting agencies, etc. will all prove to be vital in sustaining a boutique PR agency. In the light of constant regulatory changes, it’s vital for businesses and accountants to use reliable corporation tax software that is regularly updated. Not only does this ensure accuracy, but it also provides peace of mind and reduces stress during tax seasons. A leading provider in this sector is BTC Software with its vast suite of tax solutions. Additionally, these relationships with other companies may help drive business through referrals and could become another service. Valdeci Verdelho of Verdelho Comunicação (São Paulo, Brazil) states, “Human Resources consultancies, for example, can be allies in selling employer brand services to the internal public. Law firms can be partners in offering PR Litigations services. Sustainability Consultancies, in the sale of ESG communication services.” He continues stating that these relationships have generated a slew of great results for his agency.
5. The Value of Learning from Your Peers
Starting your own PR agency is a daunting task to take as an individual, or even as a part of a group. But the ability to learn from others who have sat in the very same seat provides an immense amount of help in driving a successful business. “Every agency owner faces similar challenges, and it’s refreshing to talk about the issues we face and compare notes, whether it’s dealing with a difficult client, discussing employee retention or learning best practices in new business proposals,” Ketner continues, “We have found that PRBI members are down to earth, accessible and always willing to share their experiences and resources. Being an agency owner can be a lonely job but having a circle of like-minded peers to brainstorm with or to just simply talk and vent means a lot to us.”
If you would like to be a part of this outstanding circle of seasoned boutique agency owners from around the world, please visit PR Boutiques International at https://prboutiques.com/about-prbi/membership/