The PR landscape is becoming more competitive than ever. There are more than 54,000 public relations firms in the United States, and in 2022, the industry grew by 5.2%. Given the normalization of remote services, that growth is expected to continue. That makes clients more valuable than ever.

Clients make up the foundation of any PR firm, and business development plays a huge role in supporting a firm’s health.

At Communiqué PR, I have worked on several recent business development projects, helping with research, proposal development, scoping fees and presentation prep. This process can be time-consuming, but it’s crucial to success.

Based on this recent work, I want to elaborate on the two phases of business development and give you six tips for winning the business of a potential client.

Phase 1: Developing foundational materials

Foundational materials include a proposal and scope-of-work document (SOW). The proposal outlines potential goals, strategies and tactics for your client. It’s an opportunity to win them over with your creative and strategic vision.

A SOW creates transparency for the client, providing them a complete estimated breakdown of the number of hours and cost for each strategy and tactic.

These materials show a potential client that you understand their business and industry while establishing the credibility of your brand. They are tangible materials that help your client easily understand the proposed work.

Phase 2: Presenting your ideas

Creating the proposal and SOW is only half of the work. Some potential clients prefer that you present this information. Your audience may include not only your current point of contact but executives, members of their marketing and communications team and key decision-makers.

A presentation allows you to give more detail about your planned PR objectives and provides the audience with a better feel for your firm. It also gives prospective clients an opportunity to ask questions about your work. Nonetheless, presentations can make or break your deal.

Below are some tips to remember when presenting your proposal.

• Tip 1: Make it shine. When pitching, come prepared with a presentation modeled on your proposal. Your presentation should be clean and professional in its formatting, a shining example of future work.
• Tip 2: Summarize your speaking points. Avoid reading word-for-word from your slides. Elaborating on your points rather than reciting them helps establish your credibility. Pick three main takeaways for each slide. Write them down so you don’t forget them, but plan to have a conversation around them. This will make your presentation more natural and keep the audience attentive.
• Tip 3: Practice with team members. Presentations often involve multiple speakers. You’ll want to practice the presentation with all team members more than once. Decide when each member will speak and assign slides to avoid any hiccups. To highlight your team’s knowledge and experience, divide the presentation based on each team members’ expertise. Practicing also creates opportunities to revise objectives, strategies and tactics. During practice, a team member might find a particular point invalid, or someone may come up with a new idea. Adjustments can be made easily when all members are in the same space.

• Tip 4: Keep it conversational. Keep the floor open for questions, inquiries and additional ideas. This information can be helpful if you land the potential client. It also keeps the audience engaged and shows that you value input. Asking questions creates a conversational tone. Running straight through your slides without engaging your audience may cause them to lose interest.

• Tip 5: Be confident. Confidence is key. Who wants to hire a partner that seems unsure of themselves or their work? Yes, pitching can cause nerves, but don’t let that affect your confidence. According to Psychology Today, people who act confident are perceived to be so. Believe in yourself and your capabilities. Your look can also increase your confidence. Dress for the part and appear as your most professional self. Lastly, be aware of your tone. Studies have shown that speaking in a lower, louder and faster tone can make you appear more confident.

• Tip 6: Follow up. Your communication skills are your first impression, and the follow-up is the last. Make sure to follow up after your presentation to answer questions, send additional items and thank the potential client for their time. This allows them to voice concerns and share feedback. It shows you are enthusiastic about the opportunity to work with them.

Just like a marathon, business development takes practice and preparation. Don’t show up to your race without ever running a mile. Winning clients means doing your homework.