Episode Details

Do you know how good branding establishes your agency as an authority? As a result, you will grow your agency faster. The fact is, being relatable and establishing yourself as a trusted advisor to prospective clients gains their willingness to let you help them solve their challenges and achieve their goals. Our guest today shares how branding helps establish authority and how she turned her agency from a side hustle to a full-time priority.

Annie Scranton had worked at several media companies when she founded her own PR agency, Pace Public Relations, focused on getting their clients media attention and placement to highlight their work.

After losing her job as a producer at CNBC, Annie sent an email to her network and got an answer asking if she could help get media for a client. It came natural to her. She got that person an interview and knew this was the path for her future career helping actors, CEOs, and authors get access to media.

In this episode, we'll discuss:

• Turning a side hustle into a full-time opportunity.
• Branding yourself vs. branding your agency.
• The importance of a solid pitch.

Wix: Today's episode is sponsored by the Wix Partner Program. Being a Wix Partner is ideal for freelancers and digital agencies that design and develop websites for their clients. Check out Wix.com/Partners to learn more and become a member of the community for free.

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Annie's PR venture began as a side job that wasn't really her number one priority at the time. After years of working in several media outlets, she knew many influential producers and reporters. This was her currency to take the business off the ground and allowed her to offer clients access to the media. Nevertheless, she admits she undercharged for many years, a common issue for startups.

This may have slowed her growth a bit, but eventually, Annie's pricing model evolved to monthly retainers. She finally made the decision to focusing on her business full-time once she had enough of a safety net to take the risk. Twelve years later, her monthly retainers are now up to 10K and she has offices around the world.

Annie was lucky to have a big network of people answering her questions about the first steps she needed to take with her business. Since PR is a service industry, she didn't have to manufacture a product or answer to investors. Once she made the decision to fully focus on building her agency, she hired a web designer to put together a website, opened a corporate email, and was ready to start growing her business. She quickly learned the importance of hiring a good accountant, since she hadn't realized how much money she need to put away for taxes. It was a rough reality check.

As soon as she couldn't handle the amount of work on her own, she started looking for her first employee. She started by delegating the low-level admin work to dedicate more time to getting new business. For this, she decided it would be be