4 Powerful Tips for Scoring Your Agency's First PR Client

#1: Offer Your Services to Your First PR Client for a Reduced Rate (or Free!)

This is NOT the strategy for industry vets struggling to bring on clients. This tip is only for PR pros who are just launching their agencies and want to gain experience OR more seasoned professionals who want to branch out into a new niche.

I never want you to undervalue yourself and not charge what you’re worth. Just because you’re having trouble landing new clients does not mean you need to reduce your rates! 

Working with an existing PR agency is a great option if you’re having trouble finding brands, companies, or experts willing to take on someone with limited experience. A subcontractor or intern position won’t bring in the big bucks, but it’ll get you the experience you need to grow! You’ll work with lots of different clients and take on responsibilities outside of your comfort zone. The agency will likely train you on their existing processes, giving you endless learning opportunities.

The only drawback is that you can’t claim your results as yours (they belong to the agency!) and won’t be able to utilize client testimonials. You can describe your achievements when talking to a prospective PR client (like, “I helped [type of client] in [industry] achieve [result]”), but you can’t leverage any specifics.

If you decide to go this route, you’re totally welcome to network within our Facebook group, Powerhouse Pros! Our incredible, supportive community is always ready to answer all your questions. Please make sure you take a look at our group rules before posting! 

#2: Limit the Scope of Your Work

This goes hand-in-hand with offering your services for a reduced rate — and you should only use it if you’re a total newbie or are a PR vet looking to enter a new niche.

Offering your services to a PR client for a limited time is a great way to build experience in your niche and start making a name for yourself. You could offer your services for three months, then reevaluate (and secure a longer, more profitable retainer!). Let your client know exactly what they’re getting in those few months. You won’t catapult their business to global success — but you will start building a buzz around their brand.

It’s also often best to limit the scope of your work (and not just set a time limit). For example, consider focusing only on one project, like getting press for a new product launch or securing coverage for an upcoming event.

Always set expectations up front, whether you’re working on a short retainer, offering only a single type of service (like print outreach or influencer marketing), or are doing something project-based like a launch or single campaign.

Reiterate the results they’ll start to see in the period you’ve set. Nothing is going to happen overnight or in a matter of weeks. It’s about momentum! Get them invested in the results and potential you’re generating for them.

As you jumpstart the buzz about their brand and reach the end of your retainer or project, explain what the next steps of a partnership might look like. Walk them through what an extended retainer would entail and which expanded services you’d offer to get even more results.

#3: Reach Out to Your Existing Network

Seasoned PR pros, this is your cue to check back in! Everyone has a network at their fingertips — whether you’ve been in this industry for 10 days or 10 years. Consistent outreach to your professional and personal networks is key to launching and growing an agency.

Yes, it might feel a liiiittle awkward to reach out to an old high school friend for work, but it can lead to great clients! The fastest way to find and land your first client (or any new PR client) is to connect with people who already know, love, and trust you. Even if your book club bestie doesn’t need your services personally, they might trust you enough to refer you to a friend of theirs (or even a friend of a friend!).

Carve out at least an hour each week to connect with your existing network. Reach out to friends, family, old classmates, former colleagues…literally anyone and everyone! We have templates for all these contacts and more inside the Client Pipeline Pack to make this process even easier.

These people likely already know you’re an agency owner (or want to become one), but do they know you’re looking for clients? Do they know the types of clients and niches you’d like to work with? Make sure everyone in your circle knows you’re open and ready to work. Don’t be the best-kept secret in the industry!

You can send one email in a massive blast, but it’s best to send individual, personalized emails. Yes, this will take more time, but it’s sooo worth it! A personal email draws on your already-established connection and is more likely to lead to a new client.

Related: 5 Tips for Building a More Effective New Client Pipeline for Your PR Agency

#4: Send Cold Emails to Potential PR Clients

Cold emails (or DMs) are intimidating (I know!), but they work! You don’t have to make these emails long and overcomplicated — they’re scary enough as it is! Keep your cold emails short, sweet, and to the point. You don’t need to include your entire life story and explain every aspect of your services. 

Your main message is simple: “I’ve got space on my calendar, and I’m available to help you out.” Be clear on the type of client you’re seeking. Give a high-level explanation of your services and talk about how they can get in touch to schedule a discovery call.

If you want to jump on cold emails but feel clueless about where to start, download our Client Pipeline Pack!

The pack includes SEVEN plug-and-play templates to help you connect with potential PR clients. We have FIVE email templates and TWO social media post templates for you! All you need to do is plug in your info and hit send. 

These templates are totally customizable — if a section doesn’t apply to your services, take it out! Tweak whatever wording you need to make these emails and DMs feel like you. Add anything you’d like, and reorder sections to switch up the flow! These templates are the foundations you can build off of to write stellar cold emails to potential clients and start landing your dream partners.

Getting started is the hardest part, and if landing your first PR client feels a lot like clawing your way up the side of a mountain, you’re in good company! Luckily, applying some of these tried-and-true tactics can turn your Mt. Everest expedition into a walk in the park.