A Guide to Building a Boutique PR Dream Team in 2024
by Samantha Gonda
The charm of boutique PR agencies lies in their agility and impact. But how do you craft a high-performance team that punches above its weight and leaves a lasting mark on the industry? Read on for insider tips from PR pros.
Recruiting for Synergy, Not Just Skill Sets:
Multifaceted Mastery: Seek versatile individuals who juggle multiple hats with confidence and skill. A wordsmith who dissects data with surgical precision? A social content creator savant who can foretell upcoming trends? These multifaceted individuals are key to building a strong team at a boutique PR agency.
Complementary Skill Sets: Hunt for individuals whose strengths amplify and compensate for each other’s, forming a cohesive unit where ideas ignite and strategies soar. Being realistic about the strengths and weaknesses of your team is key when recruiting new talent.
Cultivating a Positive Company Culture 101:
Teamwork Over “Me Work”: Ensure a sense of teamwork by always using “we” or “our” when referring to the work done by your team, even if it was mostly done by one person. In reality, everyone had a role to play each project particularly at a boutique agency and by using “we” or “us” it builds the mental framework of a team mentality.
Perpetually a Student: The PR landscape is a chameleon, constantly shedding its skin and morphing into new beasts. Embrace continuous evolution, with conferences, online courses, and workshops for the entire team. Don’t limit these workshops to only PR related topics, but by including wellness focused workshops or another topic that your team may be interested in can deepen bonds resulting in a stronger team.
Celebrate Your Team’s Victories — Large or Small: From landing a coveted client in Forbes or securing a table at your city’s newest hottest restaurant, celebrate every win with your team. A win for one is a win for all while on a team and these celebrations can help maintain a positive atmosphere at work. Additionally, these celebrations can vary from a team dinner to a simple shoutout on a full team meeting.
Transparency, authenticity and honesty are your key words:
Brutally Honest Dialogue & Constructive Feedback: Open communication, where concerns are addressed swiftly, successes are celebrated transparently, and disagreements are a catalyst for innovation which are key to building a strong team. Vulnerability is not weakness; it’s the foundation for growth, so don’t be afraid to admit to your own blunders and ensure that you are open to hearing constructive criticism from others so that you can set a positive example for your own team. In turn, make sure that all criticisms coming from you to your team are in fact constructive.
Work Policies: The word ‘boutique’ comes with its own set of riders. However, the one arena that you can win over great talent and brands is your work policies. This could include ethics, processes and pay packages. When you work with a tight team on select clients, you have the luxury of perfecting these, giving you an edge in the industry.
Be Realistic About Perks: Are snacks available on site truly a company perk? Do you offer gym membership reimbursement but your team is made up of runners or climbers who prefer to workout outdoors? Create an open dialogue with your team to find out which perks would make the greatest impact on their life and which perks that they don’t realistically use.
Ready to join a global network of seasoned boutique PR agency owners? PR Boutiques International offers workshops, networking opportunities, and regular meetings with like-minded peers from across the globe. Visit https://prboutiques.com/about-prbi/membership/ to learn more and become part of this extraordinary circle.