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TIPS FOR STARTING YOUR PR COMPANY

Tips for Starting a Public Relations Firm

A small boutique PR firm doesnt require a lot of start-up capital, but can provide a measurable return

By Jenni Simcoe, Writer









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Publicists are a unique breed. They tend to be extroverted people who can talk to anyone about anything. If you have the gift of gab and a background in communications, a start-up PR firm can be an excellent small business to start. It requires low start-up costs and can grow rapidly from one client to ten. Although starting your own boutique PR firm can be a low-maintenance endeavor, staying in the public relations business takes tenacity and patience. But the results can be worth it. Before you embark on your business plan, make sure you:

1. Have an existing client base or choose your target base by size, geography or industry.
2. Make media contacts by inviting local editors and producers to coffee or lunch and asking how they choose their stories.
3. Join industry groups that provide continued education opportunities and resources.

 

Make friends, influence people

The key to being a successful publicist is the quality of your media contact list. Build up local as well as national media contacts that cover the industries that you plan to service.
Try: 

Bacon's Information provides access to information on hundreds of thousands of journalists and editorial opportunities that will help you get targeted results for your clients.

Join public relations industry associations

Joining the right public relations association can put you in contact with other agencies that outsource work to partner agencies. Associations also keep you up-to-date with industry tradeshows, awards competitions and trends.
Try: 

Look into which organization fits your needs; the Council of Public Relations Firms, the Public Relations Society of America and the League of American Communications Professionals.

Media service companies

Familiarize yourself with several news service organizations that allow you to reach large segments of your target media, from internet media organizations to television, radio, consumer magazines and newspapers.
Try: 

PR Newswire allows you to post press releases that target thousands of journalists and trade media outlets. The Gift List provides targeted listings for media contacts including their editorial needs for each gift season. Find additional press release services at Business.com.

Set up your office systems

Before you get started as a flack, you'll need to set up your software systems and set prices and services.
Try: 

Learn how to price your services, prepare new customer proposals and set up your office systems in the FabJob's Guide to Become a Public Relations Consultant. To set up your software systems, check out the Business.com list of public relations software providers. PR Tools bundles PR templates, "how-to" guides and resources on one CD.  Tools are available in a variety of formats including Word, PDF, Excel, Visio, and PowerPoint.

Subscribe to trade magazines

Keep abreast of industry trends by subscribing to at least one PR trade magazine.
Try: 

PRWeek is the primary trade magazine for the PR industry.

 

Join your local Chamber of Commerce to get instant access to small business owners who know the importance of good public relations.

While writing your business plan, decide how you will charge your clients—by monthly retainer, project-by-project or hourly.

When finishing an assignment, make sure to provide a results report of what media were contacted and the placements that were achieved. Often times public relations is the first item that is cut on a budget. By providing measurable results, you increase your chances of being retained or rehired for the client's next project.
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Will Speak for Profit

For most business owners, entrepreneurs, and professionals, attracting clients is paramount. The more you can make yourself known, the more likely your prospective clients can find you. Yet, public relations can be expensive and time consuming.

What's the answer? Give presentations and speeches about your area of expertise. When prospective clients see you in action, talking knowledgeably about your industry, they have an opportunity to buy from you. At the very least, they will associate you with your specialty. This means they will think about you. When they think about you, your odds of doing some business with them increases.

First is getting yourself booked to do the speech. Who do you want to speak to? Which associations include these people? Call the association and offer to be a speaker for an upcoming meeting. They're always looking for speakers who will give their members good information. Also, consider the Rotary and the Chamber of Commerce. These organizations and other similar community organizations also look for speakers to present to the business people who attend their meetings. In a nutshell, volunteer to speak to any gathering of your prospective clients.

Remember, these groups are interested in practical ideas that will save them money, make them money, improve their businesses, reduce their workload and so on. They do not want a thinly disguised sales pitch. Contact the organization's program director and tell them what you can offer.

Once you've been booked, start analyzing the expected audience. Who are they? Why will they be there? What are they interested in? How much do they already know about your subject? Ask these questions until you are clear about your listeners. The more you know about them, the more comfortable you will be with them.
Written by Gary Lockwood.
Gary Lockwood is Your Business Coach. Contact Gary for a FREE report 
on "Getting Breakthroughs in your business". 
(951) 739-7444  * Fax: (509) 695-1017  
Email: Gary@BizSuccess.com * Web: www.BizSuccess.com
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