How to Finally run the profitable PR agency of your dreams

Written by Jennifer Berson, is the Founder & President of Jeneration PR,

You spent years dreaming of starting a PR firm. Of having clients who pay you thousands of dollars per month on retainer to get them in front of their ideal audiences. You envision the power lunches and cool swag and hanging at exciting events rubbing shoulders with influencers and celebrities.

And it’s not just all that surface level stuff, you’re genuinely passionate about connecting people. In fact, you’re already known in your circles as a connector and you’re awesome at it. You’re just looking for a way to sustainably monetize this super power.

But your attempts to turn dreams into reality hasn’t been going so well.

Right now you’re struggling. You work WAY too many hours, and the lack of great client leads has pushed you to take on work that is less than ideal. And this less than perfect client roster has affected your pricing (yeah, you took some on at a much lower rate than you know you should have) and because they weren’t ideal, it’s affecting your results.  We’ve ALL been there!

And now you’re stressed and your confidence is being eroded, and since you have an amazing, unshakable work-ethic, you’re putting in even more elbow grease. But trying to pitch all these less-than-ideal clients takes up SO MUCH TIME. So you don’t have any time, effort or energy  left to go after new clients who ARE ideal.

And so you’re stuck.

Instead of 5-figure monthly retainers and flexible hours, you’ve got 50+ hour weeks, running at top speed and constantly feeling like you don’t have enough – not enough time, enough clients, enough cashflow or… enough of YOU to go around. This is not how you expected it to be.

And being in this state has created an ever expanding lack of clarity. You KNOW you need to make a change, but you simply can’t see what the path is.

Right now you’re struggling. You work WAY too many hours, and the lack of great client leads has pushed you to take on work that is less than ideal. And this less than perfect client roster has affected your pricing (yeah, you took some on at a much lower rate than you know you should have) and because they weren’t ideal, it’s affecting your results.  We’ve ALL been there!

These days I have built a business that serves me in a positive way, and gives me the life that I WANT. It does not infringe on my personal time, and it gives me the ability to attract my dream clients. But when I started, the only professional training I had was from law school. I practiced law for 4 years and then I started this business in a totally different field. I had zero contacts, zero experience and zero training.

3 keys to create the sustainable PR agency of your dreams

The first thing I learned from doing EXACTLY what we’re talking about: i.e. launch a highly successful PR agency promoting billion dollar brands as clients on my own terms – despite the fact that I had zero formal training or contacts when I started, is this:

1. Being great at PR is different from being a great businessperson

Maybe you’re really good at getting press and that’s the part that you love. That’s the job. The “doing of the things.” Problem is, no matter how amazing you are at the actual work, if you do not deeply understand the BUSINESS of running an agency, you will hit a ceiling and burn out very early on.

Knowing what a successful agency looks like, and being able to put those systems into place for my own company is what allows me to run a highly profitable PR agency that handles globally recognized brands, but still allows me flexible hours, time with my kids and a lifestyle I love. You can get training on how to get press, but most of us were never taught the business side of things which a huge part of what leads to burning out, barely making ends meet even though you’re brilliant at the actual work.

2. Low-paying clients are draining money from your bank account

Another critical problem I’ve noticed is that aspiring PR pros charge too little for their services, which attracts the wrong kinds of clients,

Does this sound familiar?

You sign clients with tiny budgets because you need the money – even though these clients are struggling financially themselves and don’t really understand the value of what you’re giving to them or have the business infrastructure to support what is required to maximize the value of the placements and opportunities you secure for them.

You can get training on how to get press, but most of us were never taught the business side of things which a huge part of what leads to burning out, barely making ends meet even though you’re brilliant at the actual work.

These nightmare clients call you or email you at all hours of the day, and want results yesterday, but are unwilling to pay you promptly for your work. And, by not understanding the true value of what you offer, these clients often take so long to do the things you need them to do to make the campaign successful that your hands are tied and no results are possible

I used to be in that situation. I get it. But the truth is that these clients currently on your roster are making your job harder and actually keeping you from the success that is totally possible.

3. Your agency is only as strong as your commitment to yourself to make it a success

Here is the key to a successful business: Make a decision. Take action! Refine as you go.

For me, my decision was that I was going to run a successful PR agency. That’s what I was going to do and I wasn’t going to let anything stop me. In particular, I wasn’t going to let the fear of failure stop me. I went all in on something that was my dream. I knew it would give me a life that I wanted — a better life than being an attorney and working in a law firm on billable hours.

Today, I work from home, I have multiple billion-dollar clients, and I have a business that generates more revenue than I ever dreamed to have. But the thing that I am most proud of in this whole journey is that I did it on my terms.

If you’re feeling like you can’t have a business like that, then this message is for you. It’s simple. It’s honestly really simple to go from struggling and not knowing what to do, to actually running a successful agency when you have a proven plan.

You don’t have to burn out, underpaid and under-appreciated, feeling like you’re not enough. I can walk you through the framework that has helped me and is helping other PR pros go from struggling to thriving. And if you’d like to talk about it – I can help you. Join me in the Profitable PR Pros Facebook group.

About Jennifer

Jennifer Berson is the Founder & President of Jeneration PR, a PR & social media marketing firm specializing in promoting beauty, baby, and lifestyle brands. Her new program, the agency accelerator, teaches entrepreneurs step-by-step how to launch, grow & scale a profitable PR Agency. Her course, Press Success, teaches entrepreneurs how to successfully promote their own businesses using a step-by-step proven system for securing press.