Gini Dietrich

Build a Business Development Program By Doing Your Own PR

By: Gini Dietrich | April 26, 2017 | 
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Business DevelopmentIt’s times like this, I wish I could see your faces so I can ask for a share of hands.

Instead, I’ll imagine you nodding along.

How many of you are actually doing your own PR?

I know. I know.

The shoemaker’s children.

But, just like many clients don’t want to hire a firm that has a terrible social media presence, it makes sense they want to know you’ve tried your recommendations on yourself.

And yet…

Remove “I Don’t Have Time” from Your Vocabulary

I’ve been there.

I totally get it.

We used to have a managing supervisor who was, hands down, one of the best communicators I have ever worked with.

She taught me more in the few years we worked together than I’ve learned in my entire career.

She would say to me, “If we want to get the attention of the large clients we aspire to work with, we have to do our own PR. We have to apply for awards. We have to be in PRWeek. We have to go to events.”

And my answer was always:

I can’t imagine a client would be super happy to know we were spending our time building our own brand instead of theirs.

Man, was I wrong!

And I know you can appreciate that.

If you aren’t doing your own PR, no one knows you exist.

Sure, we can get by on referrals and word-of-mouth, but that leads to a feast or famine situation.

And, most times, it’s impossible to predict cash flow and head count and all of the other needs when that’s our business development model.

But we still don’t focus on a proactive business development plan.

We say we don’t have time.

We don’t get any traction with the few things we do throw out there.

So we just don’t try.

Create a Proactive Business Development Program

But, I promise you, if you take a strategic approach to business development, you will have success.

  • You will drive qualified leads to your website while you sleep.
  • You will have more work than you know what to do with.
  • You will be able to pick and choose your clients.
  • You will stop going to competitive pitches.
  • And you will have, what our managing supervisor called, F you money.

And who doesn’t want F you money?!

That is the entire purpose of The Content Secret to Closing More Clients bootcamp.

It’s to show you how to integrate owned and earned media so they support one another to build your credibility as a subject matter expert, and help you meet real business results.

And, because you will be doing this work for yourself, the results you’ll be able to get your clients will increase dramatically.

This will happen because you’ll intimately know what works and what doesn’t, because you’ll see the results—or lack thereof—in your own business.

Say Goodbye to Random Acts of PR

After working your way through the bootcamp this week, you will say goodbye to random acts of PR.

You will be on your way to increasing your website’s domain authority and visibility in the search engines.

You will show up on the first page of Google results.

You will have not just leads, but qualified leads coming directly to you.

My friend Tony Gnau posted in Slack the other day:

The process Gini teaches actually works! I just got my first client who came directly from a Google search. I didn’t even have to write a proposal. I told him how much it would cost and he hired me. I start this week.

And that is how you attract and retain the best clients.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

  • Sound advice Gini. Toot your horn on a regular basis. While I’m not actively looking for consulting side jobs, I try to remain active on social media. Though I really need to start writing for myself vs. only work. It has helped bounce back from unexpected job cuts through the years. Companies like to have access to employees with good reputations in any industry.

    • Companies DO like to have access to employees with good reputations. It helps with branding and awareness and all of the things we need, but seem elusive.

  • Matt McDonald

    Great tips, Gini! While I am not a business owner, I think all of this advice still applies to me as a student. Often, I feel like as a PR student, I forget that I can PR for myself. I stay focused on doing well in my classes, getting involved on campus, and participating in experiences that will boost my resume. Through all of this, I sometimes forget to let anyone know what I’m doing. Taking some time by sharing these experiences on social media or starting an online portfolio can go a long way and give me a head start in beginning my career. Instead of doing all of these things and then sharing them later, it is definitely best to keep everyone updated and interested while all of these things are happening. This is the case for businesses such as PR firms, as well as students/professionals in general.

    • You’ve been hanging out on Spin Sucks today! I’ve seen a few comments from you.

      This is really great advice for yourself when you start to look for a job. The fact that you’re commenting on articles is a REALLY good start. Employers tend to hire people they already have a relationship with, so keep that in mind, and keep doing what you’re doing.

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