Nicole Rodrigues is the founder & CEO of NRPR Group, and a strategic publicist & digital marketing pro with over 20 years of experience.
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Times continue to change, and with change comes the opportunity for progress. Having worked in PR and marketing for over two decades, I can safely say the old agency model is broken, leaving plenty of room for positive, progressive change. However, before you can create the public relations agency of the future, you need to take a deep look at the old-school approach, understanding the basics of the craft while looking at the state of the world of today to figure out how to be nimble enough to ride oncoming waves. Bright lights and shiny objects can easily distract from the tenets the industry was founded upon. That’s not to say technology isn’t critical, but without a solid grasp of the basics of public relations and business creation, all that glitters is not gold.
Mastering the Craft
Research, classes, formal and real-world education are paramount when it comes to starting a PR firm. Taking courses to develop a true understanding of journalism, PR and marketing is foundational, and I wouldn’t be where I am today if it weren’t for teachers and mentors who taught me how to write and think like a member of the media — lessons that continue to guide me in the art of building relationships.
To become a mastermind, you can’t just know the craft on the surface; you have to live and breathe it. Learn your strengths and weaknesses to shore up those weaknesses and take time to improve. Clients aren’t going to show mercy if you don’t know what you’re talking about. They’re hiring you and the full firm. People say to hire people who are smarter than you, but in PR, if you’re the CEO and the strategist but you’re not the smartest person in your firm, clients will see right through you. When it comes to the craft of PR, you better know it inside and out.
Building Relationships
At the core of public relations is relationships — with clients, media and your team. We’re living in a time where people are fickle and don’t commit to working at one place anymore. It’s unfortunate. Through the many distractions, with opportunities lurking around every digital corner, you must incentivize and encourage staff to stay the course and continue working with you.
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You can’t start an agency with a 20-year-old mindset, thinking that PR professionals write press releases, send them to the media, receive coverage and that’s it. You need to have a full understanding of the PR and marketing landscape, along with the different tools that are available to you. When I first started, we were still faxing press releases to reporters, and it was much easier to get on the phone with those who weren’t yet overwhelmed with cluttered inboxes. Now, email is ubiquitous, and with the advent of social media, people are checking various accounts left and right. There is no longer a standard, by-the-book way to create these relationships. You have to think creatively, be genuine and work harder to build and maintain them.
Business Creation and Management
This is where the first steps in building the agency of the future start. When I founded NRPR Group, I made sure to fill in the blanks on starting a physical company — organization, operations, legal and finance. This is also why I’m going to school to get my MBA. I don’t handle our accounting or legal affairs, but I have a good grip because there are too many ways to get taken advantage of. It may seem rudimentary, but when you start your own firm, you need a grasp on building a business, being a leader and forging great teams.
When creating your business from scratch, I recommend hiring folks who can help manage your finances and create contracts from the start. Without the ability to write contracts and collect money, you don’t have a business. You can do PR all day, but if you can’t get people to pay you for your work, it will get in the way of your craft. Even before hiring anyone, you need legal counsel who can help get contracts and offer letters templatized for you. I don’t recommend something like LegalZoom because there’s too much room for user error. Stick with experts who know what they’re doing.
Today and Tomorrow
Understand that marketing, digital media and storytelling are pillars of today’s PR strategies. If you can’t tell compelling stories in a way that helps a company get aligned across digital platforms, you aren’t going to go very far. You should be able to write corporate messaging and assess your clients’ social media footprint. You are not just a media relations executive, you are an image protector, and that image spans the digital landscape. You might not manage all your clients’ platforms and websites, but you should always keep an eye on what goes up and when. If you can’t orchestrate the entire process, you’re leaving your clients in a vulnerable position.
Building the PR agency of the future begins with a grasp of the craft and business management, but you must build upon that with constant oversight of where marketing is going — always adapting according to the needs of the clients and industries you are representing. Technology continues to rapidly change the way we live, do business and communicate. You must move at the speed of innovation and keep a weather eye toward new platforms. It might not be PR per se, but it plays into campaigns, digital footprints and client image. Keeping your finger on the pulse of where industries are moving is non-negotiable. As a leader, you should be constantly feeding your own knowledge, learning and observing all the new ways people are connecting as new generations enter the workforce. If you’re not adjusting to these factors, you’re doing your business and clients a disservice. Things are moving way too fast and if you take a passive approach, you’ll be left behind.
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Author: Nicole Rodrigues, Forbes Councils Member
