For PR and comms agency CEOs and senior directors, it’s about getting up close and personal with clients when it comes to growing business. According to the latest PR and Comms Agency Growth Tracker run by research firm The Pulse Business, nearly one in two (47%) say spending time listening to clients and up-selling new services drives growth.

One senior consultant offered this view: "The world is a more uncertain place and clients are facing emerging opportunities and threats. They are more curious and open about innovative and creative ways to exploit opportunities and mitigate threats to their businesses."

Which one of these, if any, is driving growth for your business right now?

New pitching process

Another interesting insight from this Tracker showed that 20% are now changing the way they pitch for business. The new business process, all too often the bane of the industry, has seen PR and comms agencies invest significant resources trying to woo 'strangers' in an all-too-often deeply competitive environment. The time and toll on individuals is considerable and the guarantee of success often limited.

One CEO said her agency actively seeks to work with people they like and they have introduced a rigorous process to whittle out the time wasters and avoid the endless beauty parades. Another senior leader says building networks for referrals is helping them expand whilst others just rely on “good, old -fashioned sales” to bring the bacon home.

It’s good to listen

Over the last five years, the aggregate data consistently tells us that the kernel for growth lies within an agency's existing client portfolio. Clients will happily tell you what’s working and what’s not given the right platform to share their views. By doing so, they are continuing to invest in your business relationship and making a commitment for the long term. The bottom line is it’s always good to talk and actually, even better to listen.

Methodology

The PR and Comms Agency Growth Tracker ran in July 2022 to c150 PR & Comms Agency CEOS based in the UK.

Article written by Imogen Osborne, founder of The Pulse Business