What it's Like to Start a Solo PR Practice

In April 2009, I started my consulting firm, The Public Relations Project, LLC. It was probably the best business decision I've ever made. Here are some of the things I've learned along the way, and some things to think about if you're thinking about making the leap into self-employment.

1. Experience: Hard work is not a substitute for experience. As a senior PR counselor, people pay me for my expert opinion. If you haven't got experience, a solo practice is not the route to go.
   
   
2. Connections: If you are well-connected in your community, you will have no problem finding business. If you are new to town, or haven't built a significant network, you may have problems getting started with finding clients.
3. In-Person Networking: You should be very comfortable with meeting new people, going into situations where you know no one. It's amazing how many people stay in their comfort zone and wonder why no business comes to their door.
4. Digital Footprint: It's essential to have a digital footprint. A website and/or blog must give potential clients a way to read about you, what you do, and provide a way to contact you.
5. Partnerships: Reach out to business partners who can help you fill in the skills you'll need to serve your clients. If your clients need websites, and you don't do that, find a reliable business partner who can help. Same with graphic design, media placement, etc.
6. Social networking: You simply can't claim to be a modern PR practitioner without knowing how to navigate the world of social media. Simply saying you "have a Facebook page" is not enough. You have to practice those skills everyday so you can keep up with daily changes that are forever changing the industry.
7. Equipment: Be sure to have a reliable computer (I'm a Mac advocate), a color laser printer, a fax/copier/scanner combo machine, a camera, and a Flip video device for starters. I'm a fan of cloud computing, and save all my computer files in an off-site storage system that backs up automatically. If my machine was lost, stolen or damaged, I'd still have my business files. I also have a wireless modem that allows me to work online while traveling or away from my office.
8. Phone: I run my entire business using just a cell phone. So far, I haven't had any problems. If you're on a lot of conference calls, I'd have a land line, for sure.
9. Incorporation: I incorporated my business right away to be able to fully deduct business expenses from my tax liability. In my case, having an LLC also is an easier way to file taxes and have some separation between myself and my company (legally).
10. Speaking of taxes: they suck. Save at least 15% of your income in a savings account that is separate from your regular business accounts. If you're doing well, you'll be "rewarded" with paying quarterly taxes by the IRS. Congratulations, you've arrived. :~)

The absolute best part about having a solo PR business is controlling your own schedule. If I want to take a longer morning walk with Trixie the Wonderdog, or go to a lunch-time networking event, or cook dinner, then my boss lets me do that!

I also get to chose my clients, and they get to chose me. I love that. It's a beautiful thing. Tell me, solo PR pros and others who have started their own PR agencies: what do you love (or hate) about it?

 

 

Comments

[Joe Burklund]

These are great tips. Anyone thinking about being a Free Agent should consider all of these.
Also, in the photo, you have a fantastic paper weight! Did you find that online?

[Claire Celsi]

Joe, thanks for the comment. That, my friend, is Trixie the Wonderdog! She lays next to me all day, which is definitely a huge advantage to starting a home-based business.

[Cathie Ericson]

Hi Princess! I just discovered your blog thanks to a link on Linked In and am so glad I did!

I am a solo practitioner, but my model is a little different. I work primarily through other agencies, either on clients where they don't have pertinent expertise inhouse, or more frequently on a project basis -- a client comes to them with a specific project that is going to require more man power for a discrete period of time than they have staffing for.

I love it! I love the challenge and change of immersing myself in a variety of industries; I love the ebb and flow of work...I tell my clients I can work all hours/crazy hours/weird hours/no hours, and depending on which of those fit a particular time frame, I adjust my life to it, knowing it is a sprint, not a marathon.

I would agree 100% with all the tips you listed, all the equipment that is needed. I do love my land line for conf calls.

The one drawback in being a solo practitioner can be loneliness. I miss the "water cooler chat" but the truth is I can get that online now. I am an avid LinkedIn and Facebook poster and get lots of "personal" contact through that.

The other thing I would miss, and that is a benefit of my 'working with agencies' model, is the brainstorming, back and forth when you are working with someone else on an account.

I love chatting with my counterparts on whatever project we're working on, bouncing ideas around and sharing best practices, but again, you can certainly find that online.

Nice to meet you!

Cathie Ericson

[Claire Celsi]

Hey Cathie!

You bring up a really good point. It's important to keep in touch with friend and get out of the house. It's also important to keep a network of people you can count on to be a sounding board. I have those people in my life, and they're invaluable. Thanks for reading, and take care. Claire

[Worob]

Always a good topic, and is something I asked a guest poster to write for my blog (http://worob.com/2011/05/03/3-snappy-insights-to-starting-an-agency/). I think many of us would like to start our own agency, but it's incredibly difficult to do. Do you think it's easier to start your own agency in a down economy like the one we're in now, or better to wait until the economy improves?

@Worob
PR at Sunrise

[Claire Celsi]

Hey Andrew! I follow you on Twitter! I think it's easier to start your own business during tough times, and I'll tell you why. When companies lay off PR and marketing professionals, there is still project work to be done. I know this advice does not translate to all cities and industries, but for me it was very seamless. I also attribute it to having a large network that I could rely on to refer me business. Thanks for commenting! Great to hear from you.