New Business Development for P.R. Agencies

The challenge of delivering upon client commitments while facilitating new business can be a delicate balancing act for any public relations agency. With resources stretched, AQUS can provide experienced and neutral facilitators to bridge this gap by completing much of the needed groundwork for an engaging new business presentation.

According to leading authorities in new business development, most clients select an agency-of-record using six general criteria, each of which increases or decreases in value based on the business objective, societal or business environment, and situation or need. We help agencies prepare its presentation to the client, based on these core ingredients:

1. Content - Demonstrating a solid understanding of the business, the competitive landscape, and issues and opportunities
2. Creativity - Delivering a presentation bursting with strategic ideas that are unique, implementable and measurable
3. Chemistry - The 'right' team line-up for the client
4. Teamwork - Preparing the agency's team to act as 'one'
5. Reconnaissance - In short, gathering and analysing research, filtering out the key insights to develop a campaign's strategic direction and creative possibilities
6. Credentials - Often the first step, presenting a solid background of the agency's capabilities, tailored to the client's business and needs

Our services include:

• Defining the role that communications can play in achieving a business outcome
• Understanding the client’s needs, issues, concerns and opportunities
• Researching the environment, topic or situation
• Understanding perceptions of the target audience first-hand
• Brainstorming ideas: strategies, tactics and media angles
• Writing the proposal and/or presentation

Please download a background on our services here.