For me, the hardest part was getting started. But after 7 years in the biz, I’ve learned that it’s not so difficult when you know where to begin. Here are 4 easy tips to help:
One of the easiest ways to find clients is to pick an industry you want to succeed in. Picking a specific industry narrows your focus and helps you quickly become an expert in how PR functions and thrives in that particular industry. For example, my focus is working with other PR firms. When I’m working on business outreach, I know exactly what contact to reach out to, and chances are I’ve already established a strong relationship with that contact through previous conversations and outreach.
Without focusing on a particular industry, it can be overwhelming to figure out where to start, or even keep up with all the different markets. Even when you’re working in a fairly big market, specializing in one industry makes it that much more manageable to get your name out, establish good contacts and find the right clients.
I will be the first to admit that this can be challenging. I meet a lot of people who are interested in my services but aren’t ready for them yet. Sometimes it can be over a year before someone comes back to me with work.
Keep in mind – if they took the time to meet with you but aren’t a fit at the moment, chances are they’ll be a fit later down the road. Don’t expect them to remember your name when that time comes. Instead, be proactive and set up some kind of a system that gently reminds them you’re there. It can be as simple as an email blast or even the occasional personal email to see how they’re doing. Just be sure not to inundate them with emails or check in constantly, because that can turn a relationship sour before it even has time to grow.
A few words of wisdom: meeting with assistants and associates can be as important as meeting with decision-makers. Obviously they aren’t able to give the final say or write you a check, but they can serve as advocates. Generally, decision-makers are incredibly busy and don’t have the time to do the research or meet with you face-to-face for a meeting. Instead, they rely on the people they’ve already hired and trust to scope you out and determine whether you’re a good fit for the business. When you have their vote, chances are the decision-makers are more likely to seriously consider you.
It may seem like you can’t grow your business if you only focus on your current clients, but making sure they’re happy with your services is absolutely imperative. Although I do business outreach, the majority of my incoming clients still come from referrals from my existing clients. Word-of-mouth is so important in the PR world, so make sure what your clients have to say about your services will bring in more prospects.
Interested in more tips? Contact us: rebekah@fifteen-media.com
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