Public relations is no longer just about press releases and media mentions. In today’s fast-moving, content-driven world, a PR firm can help shape narratives, elevate voices, and build brands across digital, social, and traditional platforms.
Whether you’ve spent years at a big agency or built a successful freelance career, the idea of starting your own PR company might feel like the next natural and exciting step.
If you’ve ever thought of the benefits of starting your own PR firm, like the freedom to choose your clients, build your brand, and create a business that reflects your values and voice, this is the guide for you.
In this guide, we’ll walk you through exactly how to start a public relations firm. We will help you define your niche and set up your business, to land your first clients and build long-term success.
No matter what stage of developing your business you are at; whether you’re just starting the process, googling “how to open your own PR firm” late at night or already mapping out your launch on a whiteboard, consider this your go-to roadmap.
1. Know Why You Want to Start a PR Firm
Before diving into the logistics of how to start your own PR firm, get clear on your purpose. Are you craving creative control? Looking to specialize in a niche you’re passionate about, either in health, tech, fashion, or sustainability? Or, is it that you want to escape the burnout of traditional agency life?
Having a clear purpose will keep you grounded as you navigate everything from client pitches to late-night proposal edits. Your “why” becomes your guiding factor and it’s what will differentiate your brand as you grow.
2. Define Your Niche
PR is no longer a one-size-fits-all industry. To build a successful public relations firm, you’ll need to define your niche. Choosing a clear focus doesn’t limit you, it actually helps attract the clients who need your expertise most.
Beyond defining the industry you want to work in, identify your unique value. Maybe you bring a global perspective, a deep understanding of Gen Z, or a talent for turning data into stories. Your niche and your edge will differentiate your firm in a competitive market.
In order to define your niche ask yourself:
- Who do I want to serve?
- What industries do I understand deeply?
- Where do I already have credibility or connections?
3. Build Your Personal Brand Before You Launch
If you’re wondering how to start your own PR company from scratch, begin by treating yourself like your first client.
Update your LinkedIn. Create a website or landing page with your services, bio, and a contact form. Start publishing content on platforms like Substack, LinkedIn, or Instagram to show your perspective and expertise. You can talk about your interests and skills within PR, interact with campaigns and professionals, or share insights from your experience.
This is a step by step process, don’t focus on a large following at first, but building credibility the same you would for a client. This way, establishing a digital footprint will help potential clients find you, trust you, and hire you.
4. Set Up the Business Side
Here’s how to open your own PR firm legally and professionally:
- Register your business name and choose a business structure (LLC, sole proprietorship, etc.)
- Open a dedicated business bank account
- Invest in accounting software (or hire an accountant)
- Create a simple pricing structure and menu of services
- Draft client contracts, scopes of work, and NDAs
If you’re launching a PR firm, here are tools that can help you:
- Google Workspace for email, storage, and docs
- Slack for team/client comms
- ClickUp, Asana, or Notion for project management
- Canva or Adobe Express for basic design assets
- Zoom for meetings and pitches
5. Land Your First Clients
You don’t need a full portfolio of clients to start a PR agency, instead focus on showing your value. Starting with people you have worked with in the past or mutuals within your network is a great starting point. Have a look at past employers or freelance clients, LinkedIn connections and referrals or startups in your network. Even if you don’t manage to secure a project right away, connections can help spread your message.
Offering a limited-time “founding client” rate to 2–3 businesses could be helpful. In exchange, you can ask for testimonials, detailed case studies, and referrals that you can use to build your site and client base.
You can also sign up for platforms like RemotePRJobs.com to discover freelance and agency-ready clients actively seeking PR support.
6. Set Boundaries & Build Processes
Even if you feel comfortable within the PR space, running a firm can be difficult without rules and systems in place. Setting boundaries and internal systems early can help avoid burnout, and in turn help you and your clients.
Build clear systems for:
- Client onboarding (welcome packets, kickoff calls)
- Approvals (define what needs a sign-off and when)
- Reporting (monthly updates, media tracking, KPIs)
- Office hours and communication (when and how clients can contact you)
You don’t have to do this by yourself, as there are tools like Asana with customizable templates that help automate these repetitive tasks, and document everything clearly. You can update these processes during your journey, but starting with an efficient system from the beginning can show clients you’re operating at a professional level.
7. Grow from the Start
Starting your own PR firm is a step forward, so keep investing in your skills, your mindset, and your community. This way you can keep learning from industry experts, and expanding your skillset.
Ideas to start:
- Join PR groups or Slack communities (like Women in PR and PRSA)
- Hire a coach or enroll in a course (think: media training, pitching, leadership, or Google Analytics)
- Attend webinars and networking events
- Stay current with relevant newsletters like PR Daily or Prowly.
Don’t forget to keep yourself in the loop within your niche. For example, if you’ve positioned yourself as a PR agency within the health space, join relevant medical communities and follow blogs and journals that publish recent findings.
Starting a public relations firm can feel daunting, but with the right foundation, it’s absolutely possible!