How having fewer clients has been better for my PR business

Cast your mind back to 2007. Low-rise jeans were the only cut around. Rihanna’s banger ‘Shut up and drive’ was zooming around our MP3 players on repeat. And my first PR consulting business was launched from my kitchen table in a tiny apartment in inner Sydney, writes Amber Daines.

Back then all work was good work – no matter the client’s budget or back story, their industry or understanding of what PR and media relations could do (raise your credibility) or not (drive up sales immediately). We did it all. Some well, some was heartache and pain.

A lot has changed in the pop culture and business world in 16 years, and how I operate my practice has become leaner, more streamlined, and more profitable because of a few key changes to what work we take on and that we don’t.

I have a CFO and a business coach who has really shaped this lean micro business into one where I can feel confident, be bold about what we do well, pay those endless bills and hire more staff support when needed.

For anyone keen to cut to the consulting chase here are my ways to consider what work you take on – and why attracting lots of different clients in your agency does not always mean success!

Quality over Quantity

By focusing on a smaller number of high-value clients, you can provide more focused PR work. This can lead to clarity of expectations, a deeper understanding of what clients want in terms of a ROI, and the ability to deliver higher media and PR campaigns that are highly visible and truly make a difference to their brand. Spray and pray rarely works especially when media pitches can take weeks or months to land into earned media.

Focus on what you do best

Working with fewer clients allows you to allocate your time, leverage media connections and manage your results effectively. You can invest more time, effort, and attention to each client, resulting in better outcomes and a more efficient use of your resources. We also say no to clients with any inklings of a conflict of interest which means we can work ethically and devotedly with a curated stable of like-minded organisations.

Reduced the Juggle

Managing a large number of smaller clients can be stressful and overwhelming – and whether they pay you $2K a month or $2K a day your time is limited on what we can do well every day for clients. By reducing the client load, you can lower stress levels, avoid burnout, and maintain a healthier work-life balance. Charging more for the same time makes sense.

The bottom line is winning

Focusing on a select group of clients can allow you to charge premium prices for what we do because we are open that we don’t say yes to every lead we get or pitch we are asked to make. This has upped our profit margins and ensured we can remain engaged by our client’s long term.

Connecting deeply

When you work closely with fewer clients, you have the opportunity to build stronger relationships and foster client loyalty. This can lead to repeat business, referrals, and long-term partnerships. There are new ways to build capacity in your team and sometimes those WIP meetings lead to more work either with that client or from their own network and should create the chance for building rapport and meaningful discussions too.

Tailored solutions

With fewer clients, you can invest more time in understanding their evolving communications needs and any challenges such as a crisis or setback. This can lead to the development of tailored solutions and innovative ideas that set you apart from competitors. Bespoke Co does what it says!

Naturally, some consulting models and their businesses thrive on a high volume of clients, and scaling up can be the key to success. The decision to focus on fewer clients should be based on a consideration of what success looks like to you, and an honest analysis of your business model, target market, and growth (or exiting) objectives.

We all know how essential having a reduced client base that still generates enough revenue to sustain your business will mean for you long term too.

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