What should a PR firm gather to prove it can win clients without its founder?
Gather proof that other people at the firm bring in and keep clients: a record of who won each recent account, who runs the day-to-day work, client feedback about the team and a pipeline that does not hinge on the founder’s contacts.
A buyer of a PR firm is often buying the founder’s name and relationships, so the firm needs to show something else drives the business. Start by looking at the last several accounts. Record who found the lead, who wrote the pitch, who presented and who runs the work now. Where the founder did all of it, say so plainly.
Then collect evidence of the team. Include examples of campaigns led by senior staff, with the results those campaigns delivered. Write short profiles of the people who manage clients, covering how long they have been there and what they handle. If clients already deal mostly with the team, ask a few whether they would speak with a buyer.
Show the pipeline too: proposals out, new inquiries and where they came from. Inbound referrals, repeat clients and speaking or media opportunities matter more than introductions from the founder alone. Finally, think about what keeps the team in place. A buyer will ask whether key staff are likely to stay, and what the firm has done to retain them. Your lawyer can advise on employment terms, and your accountant can help you present the revenue clearly.
Key takeaways
- Record who won, pitched and runs each recent account, and be candid about the founder’s role.
- Gather examples of campaigns led by senior staff and client comments about the team.
- Show an inbound pipeline and explain how key staff will be retained.
Related reading
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Sources
This answer is checked against primary sources. Links were last confirmed on the dates shown.
- 01Business Development Bank of CanadaGovernmentHow to minimize negotiations when selling your business
- 02Business Development Bank of CanadaGovernmentHow to conduct due diligence when buying a business
- 03Business Development Bank of CanadaGovernment7 steps to increase your business’ value—before you sell it
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