What Is An Ideal Customer Profile (ICP) For A Public Relations Firm Like BIG FISH PR?

During a recent meeting with a prospective client, the BIG FISH PR team was asked about our ICP (ideal customer profile). There are the usual ICP metrics—company size, headcount, funding, years in business. But the BIG FISH team went three steps further and articulated the intangibles—those essential qualities that elevate a client from “good” to great.

Over the years, we’ve found that the most successful partnerships are built with clients who are:

Collaborative: They see us as partners, not vendors.
Communicative: Clear goals and open lines of dialogue are their norm.
Trusting: They rely on our expertise and value our creative strategies.
Timely: Quick with feedback and information, they keep the momentum going.

Then there are the truly transformative qualities that make working together not just effective, but inspiring:

Innovative
Open-minded
Strong listeners
Thoughtful
Respectful
“Get PR”: A client that truly understands and appreciates the power of strategic storytelling.

Articulating this made us realize that our agency doesn’t just know what qualities to look for in clients—we actively seek them out in our client work. When clients bring these traits to the table, magic happens. Together, we create campaigns that don’t just build credibility or earn media coverage—they make a lasting impact.

Lastly, let’s not forget the standard characteristics that make all PR client-agency relationships great:

Clear Goals and Objectives – The client understands what they want to achieve through PR, whether it’s brand awareness, reputation management, or launching a new product.
Realistic Expectations – A good client is upfront about their company’s strengths, weaknesses, challenges, and past issues.
Willingness to Collaborate – The client sees PR as a partnership and is willing to work with the team on strategy, messaging, and content.
Trust in the Process – A good client trusts the agency’s judgment in dealing with the media, crises, and public perception.
Proactive Engagement – They share updates about their business, milestones, or potential stories that could be leveraged for publicity.
Budget Alignment – They respect the value of the PR team’s work and do not undervalue their services.
Adaptability and Flexibility – They understand that PR may involve dealing with unexpected challenges and opportunities.
Commitment to Reputation Management – They are open to internal changes if it enhances their reputation (e.g., customer service improvements, transparency policies).