Before You Leap: Validating Your PR Business Idea Without Quitting Your Day Job
Thinking of launching your own PR firm or consultancy? The excitement is palpable, but so is the anxiety. This guide, from an organizational psychologist's perspective, explores how to rigorously test your public relations business idea with real potential clients, minimizing risk and maximizing your chances of success, all while maintaining your current employment.
What They're Not Telling You
You're probably hearing a lot about "customer discovery" – the idea of talking to potential clients to understand their needs. And yes, that's absolutely critical. But here's what often gets left unsaid, especially in the context of public relations services: your potential clients aren't always going to tell you the full truth, or even know what they truly need.
This isn't malicious; it's human nature. People often tell you what they think you want to hear, or what they believe is the "right" answer. They might say, "Oh yes, we'd definitely pay for proactive media outreach!" But when it comes down to signing a contract, their actual budget or internal priorities might tell a very different story. This is what Rob Fitzpatrick, in his work on customer development, calls the "Mom Test" – avoiding questions that lead to polite lies.
Furthermore, in PR, your potential clients might not even be aware of the true value you can bring. They might ask for a press release, when what they really need is a comprehensive thought leadership strategy that positions them as an industry authority. They're asking for a tactic, not a solution to their underlying business problem. Your job isn't just to listen to their stated needs; it's to uncover their unspoken pains, their aspirations, and the systemic challenges they face.
The data says they want X, but their nervous system – their frustration with current PR efforts, their fear of being overlooked – is telling you Y. Both are valid, but only one truly drives purchasing decisions. What would you do if you knew the outcome of these early conversations didn't define your worth, but simply provided crucial, often contradictory, information?
This means your "discovery" isn't just about asking questions; it's about observing behavior, understanding their business model, and identifying the gaps they might not even articulate. It's about looking for what they're already spending money on, or what problems keep them up at night. Because the real validation isn't in their polite affirmations, but in their willingness to invest time, attention, and eventually, resources, into solving a problem you've helped them identify.
Was this article helpful?