1. “Growth Strategies
for Independent Practitioners”
Presented by PRSA’s Independent Practitioners Alliance
October 16, 2011
PRSA International Conference
Jennifer Heinly, MBA
Kelly Jackson Davis, APR
Natalie Ghidotti, APR
2. Section Membership
• Membership is open to any PRSA member
• 230+ members across the country
• Designed to meet the needs of practitioners working independently or in virtual teams
• $60 annual dues
3. Membership Benefits
Networking
• IPA E-Group on PRSA MemberNet
• Linked In and Facebook Groups
• Section event at PRSA International Conference
Website: www.ipa.prsa.org
• Blog
• Member Directory
• Section News and Announcements
• Resources and Information
Professional Development
• 90-minute teleseminars
• Half-Day Virtual Conference
• Master Class at PRSA International Conference
Vendor Discount Program
4. Vendor Discounts
DigiClips
• Broadcast, Print and Online News Monitoring Services
PressKit 24/7
• Discounts on online press kit technology, expert databases and online contact management
Critical Mention
• Real-time, web-based television search and monitoring service
eNR Services
• Discounts on tools for media monitoring and measurement, media outreach and strategic
planning
5. Section Executive Committee
Chair: Program Co-Chairs:
Jennifer Heinly Kelly J. Davis, APR
Foothill Ranch, CA Columbia, SC
Chair-Elect: Katie Coates-Ageson, APR
Natalie Ghidotti, APR Huntington Beach, CA
Little Rock, AK
Sponsorship Co-Chairs:
Secretary/Treasurer: Sara Platte, APR
Ann Videan, APR Honolulu, HI
Mesa, AZ
Carina Bustamante
Immediate Past Chair: Mexico City, Mexico
Jamie Meredith
Savannah, GA Communications Co-Chairs:
Barbara Nash, APR
Membership Chair: Madison, AL
Kristie K. Aylett, APR
Ocean Springs, MS Karen Yarbrough
Huntsville, AL
7. • Founded in Denver in 1989 as a sole proprietorship.
• Evolved today to a virtual firm with partners and
subcontractors. Still a sole proprietor.
• Why this business model works for me.
9. Evolution of Our Business
Model
• Started as sole practitioner in 2004
• Virtual Agency Model
• Team of other creative professionals
• Member of PRConsultants Group
• Acquisition of another PR firm
• Growth to Boutique Agency
10. Things to Consider
BUSINESS SIDE CLIENT SIDE
• Letter of Intent • Will clients move to new agency?
• Due diligence • How will you inform them?
• Accounting • How will you transfer files, knowledge,
• Legal plans, etc?
• Tax implications • Client maintenance and retention
• Contract • Billing, fee structures and client contracts
• Physical location
• Employees of the acquired company
11. Pros & Cons
PROS CONS
• Allows firm to grow • Location challenges (mail, etc.)
• Increase visibility • Take on the identity of the acquired firm
• Combine the strengths of both firms • Differences in work styles, personalities
• Enables addition of employees to • Employee issues
service more/larger accounts
14. Agency Strategic Partnership
• GC provides all PR services to ERI (and GC uses ERI for design work)
• Separate businesses, separate employees
• Base Pay + Profit Share + Overhead Arrangement (supplies, office space, etc.)
• Separate clients, though all ERI clients come under the ERI agency umbrella
• In essence, ERI is GC’s largest client
• PRConsultants Group membership adds a level of expertise to the partnership
15. What to Look for in an
Agency Partnership
• Similar values and work ethics
• Growing agency, yet not so big that there’s already an established PR department
• Creative minds
• Leadership opportunity where you guide the PR arm
• A willingness to be true partners – as business grows, must address the business arrangement to ensure
fairness for all partners
16. Pros & Cons
PROS CONS
• Mixed identities (GC and ERI names, email
• Stable accounts/ongoing business for addresses and business cards)
the independent • Insurance issues (employees with and
• Pulling together the best in the biz to without)
create a successful team approach • Risk of partnership falling through
• Can go for larger accounts that an • Harder to groom your own clients because
independent can’t typically do of the workload of the agency
• Creative like minds to bounce ideas
off and stay fresh
• Design/media services always
available for your clients from
people you trust
17. Jennifer Heinly, MBA
IPA Chair 2011
J&J Consulting
Foothill Ranch, CA
www.jandjconsulting.net
jennifer@jandjconsulting.net
@jenniferheinly
18. Kelly Jackson Davis, APR
IPA Program Co-Chair 2011
Davis Public Relations & Marketing
Columbia, S.C.
www.davispublicrelations.com
kelly@davispublicrelations.com
@davispr
19. Natalie Ghidotti, APR
IPA Chair-Elect 2011
Ghidotti Communications
Little Rock, Ark.
www.ghidotticommunications.com
natalie@ghidotticommunications.com
@ghidotti