How to Start a Public Relations Agency
Can you guess how many celebrities, politicians, business moguls, and companies need public relations agencies? All of them! They pay top dollar to hire PR agencies, which is why a public relations agency is one of the most empowering ventures to start. On that note, this article covers all the necessary steps you will take, and more, in starting and running a successful PR agency.
Public relations companies help businesses and brands increase their like-ability and their chances of gaining more customers. A typical PR agency issues press releases, schedule appointments with media personalities and companies, and looks for opportunities for the client to grow. PR companies also write speeches, improve the contact list, and manage digital platforms for clients. So what is it like in the PR industry?
Reality of Public Relations
Public relations can be a roller coaster ride, which is why being aware of its existence is vital. Here are some perks and flipsides of the business, including your role in the market:
Some agents have a backup plan
Starting a public relations business is not as straightforward as it might seem; a lot goes into it. It is not a cheap venture to run. There are thousands of aspiring public relations agency owners like you who have been met with this harsh reality. Although you could start by working from home before getting a proper office, which will save you money, tax can be huge. Apart from tax, the cost of running the business is not cheap either. You will need top clients, most preferably public figures or firms, who can afford your services. Achieving that will not always be easy, and you might have to go on for the first few months without a client. So how then do other small or medium-sized public relations companies do it? They have another source of funding. Some starters inject a lot of money into the business to last them for months, even if they are yet to land top clients. On the other hand, there are a few who receive financial support from spouses to keep their PR agencies afloat. This knowledge will get you prepared for the industry; you, too, need a backup plan.
You’ll make essential friends
If there were ever a vocation that makes one cross paths with influential people regularly, it’d be public relations. This industry is packed with people and business owners who depend on contacts to survive. Your job entails getting across to influencers, especially in the media, to get them on your client’s side. The more you keep interacting with people in “high places,” the more favors you can call. The average public relations agent has the number of TV personalities, news publishers, and other influencers’ names on speed dial. As a public relations agent, you’ll be representing prominent personalities and public figures as well. This professional relationship will lead to other meaningful relationships. PR representatives and their clients tend to become close acquaintances over time. A typical PR big shot is friends with celebrities, business tycoons, and politicians.
The pay is good
A public relations consultant’s job or business comes with a lot of perks, including the earnings. As more individuals whose public images are at stake realize the importance of PR, they pay top dollar for a good representative. There are industries where the general view of the individuals involved puts food on their tables. Companies also hire public relations consultants to make them look good in the public eye. A bad reputation can put an established company out of business, that’s why they spend a lot on public relations. A typical starter in the PR consultancy industry earns between $50 and $100 per hour. On the other hand, the more experienced and proven PR agencies earn as much as $400 per hour or even higher. Top PR agencies in the world make over half a billion dollars.
Expect to get a call at any time
Public relations is not the regular 9 to 5 type of business; it is like babysitting. Even when you set aside working hours for yourself and your team, work could come up at any time. Since the nature of the business is about managing the public’s perception of a client, anything can happen. A client has their life to live, and they want to enjoy it. A company runs for 24 hours a day almost all year, and a lot could happen in 24 hours. If a matter arises that’s vital to the survival of your representative at midnight. You won’t sleep. Your vacations could turn out shorter than expected because you might have to attend to an issue. Your full attention will be devoted to each client, and that could mean less time for yourself.
You are the mediator between your client and the world
Think of your business as the “mommy” children run to whenever they’re in trouble. There have been cases where celebrities comment on specific topics that infuriated the public. In today’s world of tweets and hashtags, a lot of shocking content has been posted on the internet by public figures as well. You can’t undo what’s been done or erase what’s been said from people’s memories. You will craft the manner with which your client will make amends for their shortcomings. If they have an interview, all they should say must be worked out by you.
In some cases, your company might need to make a formal statement on behalf of your client. When your client does something wrong, it is up to you to fabricate excuses (some add lies) to bail them out. Businesses will always need exposure or get into trouble, and it is up to you to help them.
You manage other people’s public image
The truth is, some clients can be challenging to manage, but making people look useful to the general public is what you do. Getting people to like your client is what you are paid to do. One bad public display could wreck a career or business that’s existed for years. In some cases, you don’t agree or support the decisions or actions of your client, but you have to do your job. You will represent clients like music stars, movie stars, athletes, business executives, and politicians. There are crucial times when each client has more at stake than usual; that’s when they need you the most. Your ability to show up, clean up their messes, and proffer solutions to problems is why you are valuable.
You are the link between your client and the media
One of the biggest reasons why your services will be sought after will be because of your contacts. The media is perhaps the most crucial marketing channel on earth, and not everyone has access to it. As a public relations representative, your company will be responsible for connecting your client to the world. Different clients will need your expertise for different purposes and in different ways. For instance, a political candidate who would like to go on a media tour would require you to show them around. Your job, in this instance, would be to “clear the coast” for them before they face the press. You would have briefed members of the media before the arrival of your client to make things easier for them. And in another case, you might be hired by an upcoming entertainer who wants to promote his or her work. Your agency will introduce them to the media, book appointments for them, and also make sure they have little to worry about. While a politician might already be famous and well versed in public speaking, a new artist might be shy or unrefined.
You promote clients
The duty of a public relations representative does not just end at making clients look good. It also entails selling them. Once you have made progress, or start to make progress, with your client’s image, there will be a need to capitalize on it. Clients with a good reputation who have found favor in the public eye will have more followers. Many institutions and corporate organizations use the most loved and respected public figures to attract customers. Brand ambassadors make a fortune from having an excellent public image. It will be your responsibility to provide businesses you represent more opportunities to earn and stay in business by taking advantage of their excellent image.
Attributes of a good public relations agent
Ability and grades aside, to be successful in the PR industry, you should have most- if not all- of these qualities.
Good with people
Having people skills is essential in getting in the good graces of both the influential and the public alike. A friendly PR rep will quickly get their clients through doors only a few are permitted to enter. To some people, people skills come naturally, while others would have to learn it. How you approach people, the way you make them feel appreciated, how you humble yourself, and easily blend in with your environment will not go unnoticed. Tactfulness is also a vital attribute in those who are good with people. They know how to listen, they know how to reply when spoken to, and they know what to say not to aggravate situations. A public relations agent who is good with people should be able to start an engaging conversation. Another impressive move would be for a public relations agent to join a conversation in a natural manner effortlessly. Before anyone knows it, they’re already exchanging numbers.
A good communicator
The significance of being able to communicate eloquently in this industry cannot be overstated. There will be instances where you will need to defend your client, and it could be crucial. As a PR rep, your agency must be able to communicate effortlessly and get their message across without ambiguity. Words can be twisted, vulnerable people can be manipulated, and clients can be badgered into saying the wrong things. In trying to make a clear statement to reassure the public that your clients mean no harm, the worst thing you could do would be to confuse the audience even more. Communication can either make or break a client’s business or career; you must be good at it!
Sociable
If you’re not an extrovert, then this is probably not the best business for you. Your social skills must be top-notch for you to make it in PR. The importance of having outstanding social skills goes beyond making a name for yourself; it’s a skill you need to be great at what you do. Some public relations consultants spend more time socializing than they spend reading a book. Your ability to befriend influential people in different sectors, including the media, rests mightily on how well you associate with people. Your involvement with famous people will come in handy someday when you need a favor for a client. Being sociable involves taking the time to attend events you’re invited to even if you would rather stay at home. This attribute also consists of the use of social networks. As a public relations agent in this day and age, you should be on social media. Many things go on online, and it is an easy way to get acquainted with influential people.
A problem solver
In this industry, you can hope for the best all you want, but best be prepared for the worst. In other words, expect things to go wrong. If there won’t ever be an image crisis, then there won’t be a need for your services to be requested in the first place. Your services were meant to create opportunities and bring solutions to problems- you’re meant to be resourceful. A knack for detecting and solving problems will help you save your client’s reputation.
Starting a PR Agency
In PR, there are several steps to take before your company is ready to kick-off:
Strive for work experience
The PR world is no place to dive in headfirst; test the waters in a less risky environment. Look out for job opportunities at public relations firms and apply them. Once you are in, see it as an opportunity to learn. You will come across people calling the shots in the industry, see how things are done on the inside, and start making contacts. What you gather while still learning the ropes in the industry will prepare you for what’s to come. A degree in any PR-related field will be needed because it is standard practice in the industry. You could also get additional certification in public relations to boost your CV.
Make a business plan
Your business plan is about documenting every idea you formally have concerning your business. The way you intend to set up your business must be clearly stated. This document should contain answers to questions like;
- Who is your target client?
- How will you secure their signature?
- What will you name your business?
- Where will you site your office?
- How long before you meet your target?
- How much will it take you to launch the business?
- What are your realistic expectations from this venture?
- What obstacles will you face?
- And how will you break free?
You will be walking on thin ice if you’re operating an unregistered company; it’s illegal. As soon as you’ve done your feasibility studies and have decided to go ahead with your business plan, have it registered. The government has agencies in place to take care of this process. The state will record the name of your firm, the bank details, the location, and all other important details. This process will make it recognized as a legal entity. You will be free to operate, sign clients, do taxes, and make transactions like a healthy business.
Create an office space
You may not need to rent an office space immediately. You get a license to start your business, but you’ll need an office. The most cost-effective way to set up an office would be to use your abode. Create an office space in your residence for work. If you have a study at home, or a proper home office, make it look professional so that you can welcome clients. With time, you will undoubtedly need to get an appropriate office space where you will attend to more prominent clients.
Choose a niche
It wouldn’t do your firm any good if you were to be a “Jack of all trades.” Choosing a niche will do you a lot of good, seeing that there are many disciplines, and no one person can be a specialist in all of them. To confidently carry out your duties as a public relations firm, you will need to choose an area of specialization. If you have a degree in sports management or business administration, that will make you capable of representing businesses or athletes. Go with what you know, love what you do, and be the best at it.
Scout clients
Getting clients is not easy, especially for a newcomer in the market. You might have to attend lots of events, meetings and even visit the potential client’s place of work before convincing them to join forces with you. In some cases, you might need to prove your worth before they sign on to your company. Before you begin working with a client, make sure you do your digging. The general public will automatically believe that your business and your clients are birds of a feather. As a result, be mindful of the clients you choose because they could have an unpleasant reputation. As tempting as having a celebrity on your roster sounds, it might not be in the best interest of you or your firm. Take as much as you can handle and move on from there.
Understand the situation
Many things could influence your client’s chances of being in the good graces of the public or otherwise. The most difficult ones are the external factors that you have very little control over. You must understand your client; know how they react to news, threats, and accusations. Have a good knowledge of the public that’s most affected by what’s going on with your client. This basic knowledge will allow you to anticipate your clients’ actions or reactions when faced with a challenge. You would be able to forewarn them against what could be a damning move for them.
Stay informed
Information is the key to staying alive in the PR world- it is your oxygen. If you’re not conversant with what’s going on in the world, you cannot know what could affect your clients. It takes more than just watching the local TV news to stay up-to-date. Each client has their way of life, their different businesses, or vocations; make it your business. If your client is an actor, stay on movie industry-related happenings; if you have a politician, follow political news; if you represent an organization, know what’s going on in their industry. This system goes for you as well; soak up all you can about the public relations industry.
Develop a cordial relationship with the media
The media can either be the best thing to ever happen to your client or its worst nightmare. To have a shot at creating opportunities or getting your client a free pass whenever they err depends on how deep your connection in the media is. Any individual or companies blacklisted by the media will be buried if they make the slightest error going forward. As your business gets moving, make time to make friends with people in the media intentionally. They control the way people see things, and they have firsthand information about what’s going on and what’s about to happen. Make sure you are so close to these powerful beings that you call one another by your first names.
Conclusion
The clients or companies whose image you protect can grow on you; your public relations agency will easily be looked at in the same light as those you represent. The people you know in essential places will always give you an edge over others in this field. PR lives on connections, and at some point, the names you know will save a client. These contacts will not only get to do you favors, but they will also get to call in one or two with time.