Question

Topic: Strategy

How Do I Go About Getting My First "real"clients?

Posted by reuelle on 12/29/2013 at 8:40 PM ET 250 Points
Hey guys.

I run a PR firm and am really hoping to get it off the ground this year. It might be my main source of income, as opposed to being my side gig these past few months.

I am wondering: How do I go about getting clients? Previously, I've done stuff on freelancing websites and by word of mouth, but I feel this has not really been productive.

In addition to brochures, advertising, social media, what can I do? Do I just walk into business premises and tell them about me? How have business owners gone about it and how do the big PR firms do it? My focus is largely on beauty (salons, etc) and hospitality (tourist spots, restaurants) but I would be more than happy to branch out. I want to have clients with whom I can build a relationship. I don't have a massive portfolio but can show some work I've done for clients outside the country.

Any help would be greatly appreciated!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/30/2013 at 8:48 AM Accepted
    I'd start by interviewing local business owners to learn what they think about PR, who they use, when, why, and what good/bad they've seen. Don't sell them initially. Learn where the need is greatest, and identify ways to satisfy the need. Also, build your media network. Talk to writers, producers, and editors. What stories are they looking for? What are they tired of seeing? How can you help them? By building your networks, you'll be well-poised to "connect-the-dots" once you've done your homework.
  • Posted by Peter (henna gaijin) on 12/30/2013 at 9:23 PM Accepted
    For most form of consulting, networking is the way to go.

    Does seem that most consultants I know of are doing a lot of their work with people who they were employed with before. These prior co-workers/employers know them well, so there isn't as much of a challenge convincing them of what the consultant can bring to the table. Do you have people from your past who could benefit from your service? If so, I'd start with them.
  • Posted by Moriarty on 12/31/2013 at 3:37 PM Accepted
    You'll need to think long and hard about what makes you truly special. That way you can set up some kind of online campaign that focuses on this niche - and attracts clients who need exactly what you do. By the time they've gotten through the various filters you've got set up on your site and email followups, they'll hire you and when you mention your credentials they'll ask you in the politest possible way to produce some results for them.

    When you say " My focus is largely on beauty (salons, etc) and hospitality (tourist spots, restaurants)" - remember too that you're also looking for a certain kind of person. Dovetailing the two together should result in a pretty powerful approach.
  • Posted on 12/31/2013 at 6:02 PM Accepted
    Homework.

    Identify the prospect whose greatest need is what you do best. Then research their situation: What they've tried in the past. What worked. What didn't. Who are their customers? What would motivate those folks? What are their competitors saying/doing? Etc.

    Once you know almost as much about their business as they do, you're ready to approach them and show them what you can do for them and why they can/should entrust you with their PR needs.
  • Posted by woodspunk on 1/5/2014 at 8:51 AM Accepted
    I'd stay as close to my portfolio as possible. It's the most believable.
  • Posted by Chris Blackman on 1/5/2014 at 10:54 PM Accepted
    Some great advice above from the masters. One thing I'd like to suggest is to stay away from freelancing websites. They only commoditise you and make the decision price-based. And the number of 'freelancers' from emerging markets means prices can be very, very low.

    Play to your strong suit - work in the areas you know best, whether that's industry verticals, geographic markets of particular editorial styles. As Michael (mgoodman) says, research the clients you propose to approach, then visit them to discuss their needs and find out what problems they may have. Better still - get referrals from people you've worked with before.
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