3 PR Hacks Every Agency Needs to Get Famous (and Land More Clients)

“Always think in headlines. What do you want the world to read about your campaign?” — Michelle McSorley

The most ambitious agencies know the game is not just about making great work. It is about making the world notice. PR is the engine that turns a clever case study into an industry-defining moment. Michelle McSorley, founder of EM2 Communications and former Nike global PR lead, shared her playbook on how agencies can use PR to get famous, win awards, and land more clients. If you are trying to break into the industry or elevate your agency brand, these lessons matter.

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Lesson 1: Know Your Audience Like a Reporter

Journalists are not waiting to discover you. They are scanning for stories that align with what they already cover. Michelle explained that the first step is to track who is writing about campaigns, which beats they own, and what angles they care about. If you understand their world, your pitch becomes relevant instead of noise.

Takeaway: Build a list of reporters, editors, and publications. Follow their work. When your campaign matches their interest, you are already halfway to coverage.

Lesson 2: Package Your Work Like a Pro

Great work dies in inboxes when it is poorly packaged. Michelle stressed that agencies must make it effortless for journalists to publish. That means sending campaign images, case study films, client and creative quotes, and a clear narrative. No reporter wants to chase missing assets.

She once helped push a campaign with Nick Offerman about regenerative farming. Because the team prepared a tight package, the story landed on CNN, MSNBC, and even The View—without a dollar spent on paid media.

Takeaway: Before you pitch, create a press-ready kit. Think visuals, quotes, and headlines that a journalist can lift directly into print.

Lesson 3: Use Thought Leadership When You Cannot PR Work

Sometimes contracts block agencies from publicizing campaigns. That does not mean silence. Michelle recommends channeling your team’s insights into opinion pieces, trend analysis, or cultural POVs. Editors at Ad Age, Adweek, Campaign, and The Drum actively seek fresh takes from agency talent, especially Gen Z voices.

Takeaway: If you cannot talk about client work, publish about the industry. Share what you are observing. Become the voice others want to quote.

Amplify Everything on LinkedIn

Even if trade press is not an option, LinkedIn is a direct line to the industry. Post your campaigns, tag journalists, and share POVs. Reporters monitor the platform daily. Viral posts can create the same buzz as an article in a major trade pub. For aspiring creatives, this is how spec work gets noticed and leads to job offers.

Why This Matters for Aspiring Creatives

Students and juniors often think PR is for agencies only. The truth is PR can build your personal brand too. Publish your side projects. Enter young creative competitions. Pitch your spec work to press. Advocate for yourself inside your agency. Each mention is social proof that makes you harder to ignore.

Persistence is also part of the formula. Reporters ignore most pitches at first. So do recruiters. Follow up. Stay visible. You are not being annoying—you are proving you want it more.

Final Word

Michelle McSorley turned agency PR into a career that spanned Nike and top creative shops. Her advice is clear. Know your audience. Package your work. Publish your POVs. Amplify on LinkedIn. If you want your agency—or your name—to stand out, PR is not optional. It is the multiplier.

Listen to the full episode of the Breaking and Entering Advertising Podcast to hear Michelle’s stories from Nike, her agency wins, and her advice for future stars of the industry.

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