Many agencies start life as a small operation. And, typically, at the beginning, their entire focus is on delivering for their clients. Whatever culture emerges, as the team grows, will usually flow from the example set by senior people in the business. It’s only later that thought is typically given to the impact their ethos has had on the organisation.

Without a plan to direct workplace culture, it’s not uncommon to see conflicting ways of working emerge – along with differing expectations in regard to interactions between team members. This can be confusing and frustrating if employees are caught in the middle of opposing approaches. The lack of clarity can create unnecessary tension and this can wear team members down and leave them jaded by the experience. This will invariably lead to a higher than desired staff turnover – particularly during a period of rapid growth when the team becomes stretched and stressed.

It’s not enough for PR agencies to simply tell their employees that they’re valued, and hope they forget about all the above. If they really value their employees, they need to address the underlying issues.

To find out how you can look to get your work culture right, we spoke to a leading PR agency to gather insights that will help you get your agency culture on track.

1. It all starts with processes

Agency leaders can’t always be present to set an example. So, if you want to maintain values and standards, you’ll need to put processes in place. Established processes will mean you don’t need to explain the same things over and over again. This will give everyone certainty, so they will be able to get on with things, and move faster.

So strive to put defined processes in place, then look back in 12 months’ time to see how far you’ve come. If you’re proud of the culture and environment you’ve created, carry on. If you’re not, it’s probably time to revise those processes.

2. Autonomy over micromanagement

The last thing you want to do is become so rigid in your processes that the agency turns into a micromanagement factory. You need balance!

Your processes should empower, not hinder, people. Remember you’re working with adults, not children – and you’ll want to treat them as individuals capable of making good choices. You will also want to be open with your team and allow them to provide feedback on the culture so they can help shape their own workplace environment. This way you can grow together.

3. Be clear about where you are going

If you don’t have a vision of where the agency is going, it’s too easy to drift off in the wrong direction if (or rather, when) you hit a bit of turbulence. If you have a long-term objective, however, disruptions or setbacks will only be short term problems. Knowing where you are going makes all the difference.

When you have a defined roadmap in place, you can also communicate this to the team. If you involve them in your plans for the future, they will then feel they are on that journey too – and part of an unfolding success story. They will also feel valued, know what the milestones are and what needs to be done to get there. And, as a consequence, the agency will reach its destination sooner.

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4. Protect your internal team

Clients are the lifeblood of an agency, but you do need to have clear advice and guidance on how the team should manage interactions with them. This will provide clarity on what is acceptable – and prepare them to handle those situations when difficult requests are being put upon individuals and the agency.

It’s also up to senior leadership to back their staff and empower them to push back when required - and get involved if ever needed. It’s important that your team sees that senior leadership will provide assistance. For new team members in particular, approaching senior staff can often be a daunting task, and it’s up to your leadership teams to show their staff that support is available for both work and personal matters.

5. Remember it’s not all about the work

You sometimes see agencies define their culture either through employee development programmes or hybrid working practices. This can neglect a lot of non-work related culture aspects. It’s crucial, however, that you can step away from the work and think about your team dynamic – how do they behave with each other. Are you giving space for a positive culture to take root?

We know that many businesses are evolving from free pizza days and access to table tennis at lunch time, but it’s crucial to think about the bigger picture. How can your culture uplift each member of your team - and help them grow as individuals?

You want all team members to enjoy coming to work and believe their role in the team is an important part of the bigger picture – and that you will support them, however you can. This could be through a dedicated training budget or regular socials. So, get input from the team about what they want from you.

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In Conclusion

How an agency defines culture is going to differ from sector to sector – and vary based on its size and leadership. But it’s vital that you have a vision, and you work on your culture openly with your team. This will help you increase your chances of successfully creating a positive workplace environment.

This is not something that can be done overnight, so set out your long-term plan and review it periodically to make sure things are moving in the right direction. And be ready to receive valuable feedback internally as part of the growth process.

As part of our research for this article we spoke to the team at Fourth Day PR, an international tech PR agency focused on working with clients across the technology sector. We want to thank the team for their insights in relation to work culture and PR agency growth.

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