What I’ve Learned About Agency New Business

When I left the large agency world to launch my own PR firm, I thought I knew new business. I’ve pitched Fortune 500 brands, led multi-million dollar accounts and helped land RFPs that required three-ring binders and cross-country flights.

But starting a lean, independent agency with no global network behind me flipped everything I thought I knew about pitching, positioning and winning business on its head.

Here’s what I’ve learned (so far) about new business when it’s just you, your work and your reputation on the line.

People Don’t Buy Process. They Buy You.

Big agencies sell process: the fancy creative, the briefing template, the planning deck, the 30-60-90 day onboarding plan. But in the startup world? That’s not what gets you hired.

Clients, especially scrappy, high-growth ones are buying your judgment, your speed and your voice in the room when things get messy. They’re hiring a person, not a process.

Say No Faster

In big agencies, you’re trained to say yes. Yes, to every pitch, every scope, every “we just need a little media outreach.” Because growth is the goal.

But as a startup agency? Every yes comes at a cost. Time, energy, reputation.

I’ve learned to say no to red-flag clients, unrealistic timelines and vague scopes. If it doesn’t align with your values, your capacity or your vision, it’s a no. And that no often earns more respect than a desperate yes.

Your Reputation Is Your New Biz Engine

No one cares about your case studies when they’re hiring a small agency. They care about what other people say about working with you. That’s it.

I’ve had more new business come from LinkedIn DMs, former clients or former colleagues recommending me than I ever did from the old dial for dollars strategy.

Do great work and keep your relationships warm. That’s the new business strategy.

No One Wants Agency Energy Anymore

You know what I mean: the jargon, the 12-person Zoom calls, the weeklong deck builds for a quick idea. That’s old-world PR. Clients today want clarity, speed and real talk.

Starting my own agency taught me to strip out the fluff. To get to the point. To be the grown-up in the room without the theater.

Small Team. Big Results. No Apologies.

At big agencies, we used to sell scale. Now I sell precision.

Clients don’t need 10 people, they need 1 or 2 smart ones who show up consistently and know what the hell they’re doing. I no longer apologize for not being a 100-person firm. In fact, I lead with it.

Being small is a strength. It is changing our industry.

Building new business as a startup PR agency is humbling. But it’s also the most energizing work I’ve done in my career. Because every win is yours. Every relationship is personal. Every idea is judged on merit, not agency theater.

And after 25 years in the system, that freedom? That honesty?

It feels like the future.