Crispin Manners, a PR agency veteran and author, has developed a blueprint for agencies that aspire to grow.

In this blog, we’ll delve into Crispin Manners’s wisdom. Based on his decades of experience, he offers a compelling “blueprint” for agency growth. 

Laying the Foundation: Purposeful Growth and Client Selection

A study by the PR Council found that only 14% of communication agencies felt “very confident” about their financial performance in 2023. This highlights the need for a strategic approach to growth. As Crispin Manners emphasises, the first step is defining your agency’s purpose:

“It is important to have a clear purpose for your agency and only to take on clients that align with that purpose.”

A clearly defined purpose attracts ideal clients, fosters team alignment, and guides decision-making. It’s crucial to move beyond a “cab rank” mentality of accepting any client and instead develop a selective approach.

Building a Growth Engine: Culture, Value Selling, and Avoiding the Hamster Wheel

Once you have a solid foundation, it is time to build the engine for growth. Crispin warns against the dangers of unchecked growth, a sentiment echoed by a Worldcom Public Relations Group report, which states that 63% of agencies struggle with managing growth effectively.

The key lies in balancing ambition with a focus on building a positive work environment. The SCARF model (Safety, Certainty, Autonomy, Relatedness, Fairness) fosters trust and psychological safety within the team. Additionally, prioritising employee well-being helps avoid burnout and fosters a more productive and engaged workforce.

Another crucial aspect is value selling.  Many agencies undervalue their expertise and rely on time-based billing. Crispin emphasises the importance of demonstrating the value your agency brings to clients, not just the hours spent.  This requires a shift in mindset and the ability to clearly articulate the return on investment (ROI) your services deliver.

Avoiding the Pitfalls: Aligning Growth with Purpose and Succession Planning

While growth is desirable, ensuring it aligns with your agency’s purpose is vital. Crispin describes a cautionary tale from his own experience where unchecked growth led to disconnecting from the agency’s core values. He introduces the Alignment Framework, a tool for ensuring that purpose, people, and process all work in harmony.

Another consideration for long-term success is succession planning. A PwC report suggests that 43% of CEOs plan to retire within the next five years.  For agency leaders, developing a clear succession plan ensures a smooth transition and protects the agency’s legacy.

Leading with Energy and Building a Sustainable Future

Leading an agency through growth requires sustained energy and focus. Crispin highlights the importance of “energy management” for leaders. By caring for their well-being, leaders can set the tone for a healthy work environment and make sound decisions for the agency’s future.

Building a Thriving PR Agency: Key Takeaways

Crispin Manners’ insights offer a valuable roadmap for PR agencies seeking to navigate the complexities of growth. Here are the key takeaways to remember:

1. Define your agency’s purpose and use it to guide client selection and decision-making.
2. Build a positive work culture based on trust, psychological safety, and employee well-being.
3. Shift from time-based billing to value selling. Focus on demonstrating the ROI your services deliver.
4. Ensure growth aligns with your purpose. Don’t get caught in the “hamster wheel” of unchecked growth.
5. Develop a succession plan to ensure a smooth transition for the agency’s future.
6. Practice “energy management” as a leader to set the tone for a healthy work environment.

By following these principles and continuously learning from industry veterans like Crispin Manners, PR firms can build a solid foundation for sustainable growth and contribute to the ever-evolving world of public relations.

Further Resources:

• Blueprint for Agency Growth: Lessons from Crispin Manners
• Crispin Manners’ Books are “Grow Build Sell Live: A Practical Guide to Running and Building an Agency and Enjoying It” and “How to Sell Value, Demystified: A Practical Guide for Communication Agencies.”

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