#62: Scaling with Trust: Don Martelli on Growing PR Bunker
Most agencies look polished from the outside.
Clients seem happy. Referrals keep coming in. Projects get delivered. Revenue isn’t collapsing.
But in my work with agency owners, I’ve seen something almost universal: behind every smooth exterior, there’s usually chaos hiding in plain sight. Missed processes. Overstretched founders. Invisible ceilings that quietly cap growth and stress margins.
I want to share a real story from my conversation with Don Martelli, CEO of PR Bunker, a strategic PR agency for mission driven organizations. The lessons aren’t just about PR, they’re about how agencies scale with purpose, without burning out.
If your agency sits between $0–$3M ARR, you’ll likely see echoes of your own struggles here.
The Polished Story PR Bunker Told the Market
On paper, PR Bunker looked purposeful and intentional. Don’s positioning was clear: strategic PR for organizations that make an impact. They framed themselves as problem solvers, not pitch machines. Every sales conversation focused on diagnosing challenges first, then offering a solution.
From the outside, they promised:
Thoughtful, strategic delivery
Strong client relationships
Real impact in client outcomes
A boutique feel with senior attention
And none of it was a lie. But as Don shared, there were hidden operational challenges that could have quietly derailed the agency.
What Was Really Happening Behind the Scenes
1. Founder Bottlenecks in Business Operations
Don excelled at PR, marketing strategy, and client work but the business side was a struggle:
Bookkeeping and profit/loss management
Hiring and managing people
Contracts, insurance, and legal frameworks
Without experience in these areas, he was stuck in delivery mode, working from a basement with four white walls. The solution? Leverage your network. Tap trusted experts to handle areas outside your skillset.
2. Underdeveloped Referral Network
Early on, Don realized he was giving away opportunities instead of monetizing introductions. The solution was simple but counterintuitive:
Build a referral network with people whose services complement yours
Start with one to three “at bats” to test reliability
Only then formalize agreements with clear accountability
The result? A sustainable, low effort pipeline that leveraged relationships instead of cold outreach.
3. Balancing Pipeline vs. Client Delivery
Like many agency founders, Don struggled with dividing his time between delivering work and generating new business. His rule of thumb:
80% on client work
20% on relationship based selling
Networking isn’t just marketing, it's treated as a core client activity. Every dinner, coffee, or casual check in is investing in pipeline equity, which compounds over time.
4. Trusting the Team to Scale
Don’s biggest personal challenge? letting go of control.
He had to stop doing everything himself and trust team members to execute, even if it wasn’t perfect. The result:
Team members learned through responsibility
Don learned from their processes, improving his own management
Delivery became scalable without burning out
The lesson: your agency doesn’t scale through you, it scales through the people you train, mentor, and trust.
How PR Bunker Turns Opportunities Into Multi Client Wins
A brilliant example: Don had three clients in the affordable housing space. Instead of pitching them individually, he combined their stories into one radio segment, giving all three clients exposure simultaneously.
Takeaway: Think creatively. Look for overlapping client opportunities. Use media, partnerships, and content to multiply ROI.
Phase One: Stabilize the Foundation
Before scaling, stabilize your agency:
Define core values that guide sales, delivery, and hiring
Clarify your ICP and vertical positioning to establish authority
Track client level finances to know which accounts fuel profitability
Phase Two: Operationalize and Build Leverage
Document SOPs quickly using screen recordings and checklists
Structure hiring around values, reference checks, and small test projects
Implement role scorecards and feedback loops to clarify responsibilities
Phase Three: Client Experience and Strategic Growth
Visual client onboarding roadmap to set expectations early
Engineer small wins and “wow” moments in early engagement
Use AI to augment systems, not replace human judgment
The Results After 12 Months
If an agency executes like PR Bunker:
Sales become repeatable instead of luck-based
Delivery feels predictable and light
Profitability improves as unprofitable patterns are eliminated
Founders shift into true CEO work
Teams operate with clarity
Referral networks compound revenue
The Bigger Truth
Most agencies are messy behind the scenes. That’s normal.
Growth doesn’t come from grinding harder, it comes from slowing down, fixing foundational gaps, and building systems that amplify your work.
If this story resonates, it means you’re ready to step into founder level leverage and scale without burning out.
If you want to go deeper, you can run the full version at agencyuplift.co/mini.
Even if you never book a call, the clarity alone is worth it.
