Advice on PR Agency Business Development

What common issues have you encountered when working with startups specifically?

Firstly, I’ve learned that startups often lack the PR experience that larger companies might have, necessitating extensive PR education and communication. It's crucial to tailor PR strategies that suit the startup's current stage, focusing on foundational aspects of PR to ensure they understand the value and process of building a public image.

Second is organizational structure and budget. Unlike larger companies with established organizational structures and more substantial budgets, startups often operate with leaner teams and tighter finances. This limitation requires more creative and cost-effective PR solutions that can deliver significant impact without overextending the startup's resources.

And then there are media coverage challenges. I’ve learned that startups face greater challenges in securing coverage from top-tier media outlets due to their relatively lower brand recognition compared to well-established companies. To overcome this, a strategic approach is necessary to build the startup’s reputation from the ground up. Identifying and emphasizing unique product selling points, leveraging niche markets, and crafting compelling narratives can help in gradually establishing media presence and credibility.?

How do you alter your approach depending on the type of client?

I think it’s important to recognize diversity in client goals. Understanding how each client has a unique set of expectations and objectives is crucial. For instance, a client launching a new product at an offline expo requires a different strategy from one aiming to build their brand image overseas from scratch. We craft bespoke proposals that align with these varied goals, ensuring our approach is as unique as the client itself.

Engaging in deep conversations to unearth the client's true needs while managing their expectations is paramount. This is particularly important for clients new to PR who may have unrealistic expectations. Through extensive communication, we ensure that expectations and KPIs are aligned, setting a realistic roadmap for achieving their goals.

Do you have any general advice for anyone just getting started in PR business development??

First, always be curious. Curiosity opens doors. Approach every interaction as an opportunity to learn something new, whether it's about a client's needs, industry innovations, or potential partnerships. This mindset not only helps in identifying unique opportunities but also in understanding the evolving dynamics of business relationships.

I think it’s also important to learn continuously. The business landscape is constantly changing, with new trends and technologies emerging all the time. Stay ahead by keeping yourself informed about industry developments. This not only enhances your expertise but also equips you to provide more value to your clients and your team.

Finally, professionalism is so important. It’s key to building and maintaining trust. Clients often share that they value conversations that make them feel accountable. This is because professionalism isn't just about project management; it's about creating a supportive and understanding environment. By demonstrating commitment to their success, you not only earn their trust but also pave the way for future collaborations.

Written by Rita Lin, Associate Business Development Manager at Eleven International

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