Run Your PR Agency Like a CEO, Not a Freelancer

Let’s talk about something that could make you tens—no, hundreds of thousands of dollars in your business: shifting your mindset.

Yes, it’s that simple, but it’s also transformative. This one change will completely revolutionize how you see yourself and run your business. In this post, I’ll share how to step into the role of a CEO—a visionary leader—and leave behind the freelancer mentality that’s likely holding you back.

Why the CEO Mindset Matters

Here’s the deal: freelancers operate as doers, often billing hourly and focused on tasks. CEOs, on the other hand, think strategically. They’re leaders who own their expertise, make decisions with confidence, and focus on growing their business instead of just working in it.

If you want to scale your PR agency into a thriving, sustainable business, the first step is to think like a CEO and lead like one too.

1. Own Your Expertise

Freelancers often feel obligated to say “yes” to every client request—even if it’s not the best approach. CEOs? They lead with authority.

You’re the PR expert. Clients hire you for your skills and knowledge. But here’s the catch: not all clients fully understand how PR works. You need to educate them, guide them, and sometimes push back when their expectations are unrealistic or outdated.

For example, we once had a client who kept asking if we sent a press release for every tiny update they shared. After some digging, it became clear they didn’t even mean “press release”—they meant a pitch. Instead of blindly following their requests, we educated them about what makes a story newsworthy and how to align their updates with a larger PR strategy.

Your job is to:

• Set clear expectations about what PR can (and cannot) deliver.
• Define success upfront with metrics and KPIs that align with your strategy.
• Clarify the value of brand awareness and credibility, even if it doesn’t directly tie to immediate sales.

This builds trust and ensures clients see you as the expert you are.

2. Adopt the CEO Mindset

The CEO mindset is about big-picture thinking. Freelancers see themselves as service providers; CEOs see themselves as leaders.

Even if you’re a one-person team right now, start referring to yourself as an agency. Say, “We can support you.” Why? Because you might hire someone tomorrow. The shift from me to we positions you as a business owner, not a solo freelancer.

With this mindset, you’ll:

• Plan for growth by building revenue streams to support hiring a team.
• Delegate tasks like list building, pitching, or follow-ups, so you can focus on strategy and biz dev.
• Charge premium rates—agencies can charge more than freelancers because they’re seen as long-term partners, not short-term fixes.

3. Communicate Confidently

Strong, clear communication is the backbone of a successful PR agency. Clients and teams rely on you to lead with confidence, and that starts with knowing your stuff.

When you communicate with clarity, you:

• Reassure clients that you’re in control, even when results take time.
• Proactively share updates to keep clients aligned and informed.
• Set clear expectations with your team to ensure smooth operations.

Case studies are a great tool here. Break them down into three parts:

1. The goal: What did the client want to achieve?
2. The approach: How did you help them get there?
3. The results: Show data, visuals, and outcomes that demonstrate your value.

This not only builds trust but also helps clients see the impact of your work.

4. Use Data to Drive Decisions

Freelancers focus on the next task. CEOs look at the bigger picture—and data is key to that.

Tools like Google Analytics can help you track campaign performance, audience behavior, and traffic trends. You don’t need to be a data wizard, but you do need to know what’s working (and what isn’t).

For example, I recently used data to streamline my agency operations, double down on profitable efforts, and cut out what wasn’t adding value. This kind of decision-making can 5x your profitability—trust me, it works.

5. Build Relationships That Last

Freelancers pitch stories; CEOs build connections.

Your agency’s reputation hinges on relationships—with clients, media contacts, and your team. Take the time to:

• Craft tailored pitches that align with journalists’ interests.
• Be responsive and reliable to build trust with media contacts.
• Focus on long-term client partnerships instead of one-off projects.

Your name and your agency’s name should be recognizable in your niche. When you’re known for being strategic and dependable, opportunities will come to you.

Let Go of What You Can’t Control

Even the best PR strategies don’t guarantee immediate results. As a CEO, you need to trust your process, focus on what you can control, and let go of the rest.

Things like affiliate revenue and media preferences are outside your hands—but your preparation, communication, and expertise are fully within your control. Lean into that.

Ready to Lead Like a CEO?

Stepping into the role of CEO isn’t just about growing your agency; it’s about creating a business you love—one that aligns with your values, vision, and goals.

If you’re ready to make this shift, check out The Agency Accelerator inside Jeneration Academy. This program gives you the tools, strategies, and confidence to build a six-figure agency that works for you—not the other way around.

Let’s kick some ass together. 

If you found this helpful, I’d love to hear from you! DM me on Instagram @JenerationPR or share this with a friend who needs it.