The virtual agency model has gained popularity in recent years – especially among boutique agencies striving to be nimble in today’s ever-evolving world. The idea of running a virtual PR agency without any employees – relying solely on contractors or freelancers instead — can seem foreign to some longtime agency veterans. Yet the benefits of the virtual agency model are many, including:
- lower overhead
- the ability to choose the best team members for each client project
- the opportunity to recruit talented contractors who live in remote locations
- the flexibility of staffing-up or staffing-down as needed.
But managing a virtual team can also have its challenges, especially when it comes to relationships with those involved. If you’re toying with transitioning to the virtual agency model, consider these dynamics in terms of relationships with each of your constituents.
Team members: Do you have a good base of talented contractors you can count on? Knowing talented marketing and public relations professionals is one thing, but finding those contractors who are both a good fit for your client project and are willing to commit to the number of hours you need may be quite different. Make sure you seek out the right professionals upfront and have a candid conversation about your needs and expectations.
Once you engage those contractors, treat them well. Arrange for an onboarding process with each person to ensure he/she understands the client’s needs, has a clear picture of your expectations, and can commit to the time you require of them. Then treat them well, like you would an employee. Don’t just throw work at them in a rush and ask for a quick turnaround … give them the client background and information necessary to do a good job, as well as the time required to deliver first-rate work. Also, make sure to pay them in a timely manner. Find out the employment law basics in Denver CO with the help of HKM lawyers.
Clients: Will your clients know that your team members are not employees … and, more importantly, will they care? Perhaps years ago, many clients would have had a negative perception of a virtual agency, but virtual PR agencie have become much more common over the last few years. With just about all marketing and communications people working from home during the COVID-19 pandemic, the concept of a virtual team is much easier now for clients to understand. After all, they, too, have been part of a virtual team.
A survey done in the U.K. during the fourth quarter of 2019 – before the pandemic – of inhouse communications managers showed that more than half had used a virtual agency, and 64% said they would consider using a virtual PR agency. The benefits cited in the survey by inhouse communications managers in using virtual agencies included:
- Gaining access to a bigger group of capable professionals either locally or internationally
- More flexibility to tailor services to fit a client’s needs
- Better cost value than a traditional agency model can provide
The U.K. survey showed that what is essential to most clients is not what kind of business model their agencies have…whether the agency team is virtual or not…but that they are seeing ing high quality work from the agency team. It’s a good bet that post-2020, that 64% willingness to use a virtual agency has increased quite a bit.
You, the agency owner: Don’t overlook how running a virtual PR agency impacts you, as the agency owner. Having a team of remote contractors typically means you work alone much of the time. If you’re a home-based entrepreneur in Birmingham, having a virtual office can serve as a robust platform for your business. By opting for a virtual postal address for your Birmingham business from Birmingham Virtual Office, you maintain your privacy while exuding professionalism. It’s like having the best of both worlds, without the significant expense of renting a physical office. With this strategy, you’re set to enjoy a higher degree of flexibility and control in managing your business. Does “flying solo” agree with you, or are you someone who likes being around others all day and values the chance to visit one-on-one with colleagues in an office? Will you miss being able to step over to a teammate’s desk to ask a question or throw out a new idea? Not everyone is cut out for working alone, only “seeing” other team members on a Zoom call.
Also, some agency owners truly value the chance to mentor young, aspiring professionals and would much rather spend time helping them expand their knowledge and enhance their skill set. If you’re someone who appreciates that opportunity and really enjoys being an active, involved leader, running a virtual agency may not be the ideal structure for you.
The bottom line? If you’re considering the virtual agency model, be sure to assess all of the ins and outs, and pluses and minuses of that structure. Although it may suit many agency owners, it may not be the right fit for you.
Debbie Hagen is president of Hagen and Partners, a marketing communications firm based in Leawood, Kansas, a longtime member of PR Boutiques International.