Working in a public relations agency at its most basic, revolves around two key functions: generating content and then selling that content to the media. However, pitching for and winning new contracts is an essential part of any public relations practitioners’ skill set as the keeps the agency thriving.
Knowing that your agency has the expertise to innovate and execute is not enough to win the account. PR’s need to demonstrate that the brand you want to represent is as important to you as the brand fees are to the agency — and that’s where your pitch comes in. At Clareville, we don’t believe in just ‘keeping the lights on’, we believe in over achieving.
With that in mind here are our top six top tips to help you secure new business wins:
Dress to impress-You can never make a second first impression and working in public relations, there is simply no excuse.
Come prepared-It’s critical that you have done your client research, allowing you to provide those key insights and recommendations that show you know what you’re talking about and how your services relate to their specific business. Convince them that these services are crucial to maximising their business.
Keep it short and simple– Often pitches tend to ramble, leading to random tangents and loss of focus. Try and keep your presentation to under an hour to ensure the key messages are retained.
Show, don’t tell– While slide decks are useful if keeping the pitch structured, sometimes they act as a crutch, with the presenters robotically reading the text displayed. Instead use as sparse text as possible, which will allow for more freedom and authenticity.
High energy-In any new business pitch, many competing agencies will have overlapping strategies and ideas. What your potential client is really looking for is chemistry and enthusiasm. If you are able to display this, it will stand you in good stead.
Provide case studies-Its important that you are able to demonstrate a track record of success, which will reassure your potential client that you have the ability to execute on your strategy.
Take some time to prepare collateral detailing previous campaigns and coverage obtained.
The media landscape is continuously shifting and evolving. With specialist expertise in media relations, content creation, crisis management and digital channel engagement, we at Clareville have the insight to deliver impactful PR campaigns with business objectives at its core.
We would love to tell you more.
Please contact [email protected]