Editor’s note: This is the 11th in a series of 12 guest posts from industry executives predicting key trends that will impact the public relations industry in 2012. Hosted under the hashtag #PRin2012, the series began Dec. 19, 2011, with a compilation post previewing all 12 predictions.

A confluence of events will make 2012 the year the public relations profession discovers that independent public relations consultants are its secret weapon.

With growing recognition that independent practitioners are not in a transitory blip between traditional jobs (in fact, a study found that less than 1 in 10 independent contractors would return to a traditional job if given the opportunity), there is a growing understanding within the business community that solo PR pros are experienced and savvy professionals, who play a key role in our profession.

As the economy edges toward recovery, the key to weathering the oscillating business cycles that have become the norm is the effective use of independent PR contractors. When new corporate business initiatives commence before a hiring freeze is lifted, or PR agencies endure a waiting period after landing new clients before hiring additional full-time staff, partnering with independent public relations practitioners offers significant benefits.

The U.S. Department of Labor confirms this, noting that “firms [will] hire contractors to provide public relations services, rather than support more full-time staff when additional work is needed.” With expected response times shrinking and real-time public relations — both planned, or in the case of a crisis, unforeseen — becoming the norm, 2012 will see new levels of interest in partnering with independent contractors as the most effective way to manage workflow without sacrificing quality.

Perhaps more importantly, as the media continues to fragment and niche influencers gain in importance, independent PR consultants can offer a strategic advantage by providing specific expertise  — from strategy and planning to execution — that can hit the ground running immediately. Why wait for internal staff to learn a new industry, market or specialized tactic, when an indie practitioner can deliver better results today?

The New Year will see broader understanding, by both agencies and in-house PR teams, that the challenges of maintaining influencer relationships across different business units can more efficiently — and effectively — be addressed by partnering with independent consultants.

Continue reading " #PRin2012: Solo PR Pros — The Profession’s Secret Weapon "

Editor’s Note: Throughout the next two weeks, we will feature PRSA members who also happen to be entrepreneurs, running their own PR firms or consultancies. We’ve asked our guest bloggers to provide insight into the realities of running an agency and how others can get started. Today’s post from #soloPR chat host Kellye Crane is the second in the series.

Most PR professionals have done it, whether they admit to it or not: they fantasize about becoming an independent PR consultant. So why haven’t you taken action?

Solo PR Pros have a great life, and I firmly believe that more people would go independent if it weren’t for the following myths

Myth #1: Being an independent PR consultant isn’t a long-term career path — people just do it between jobs or while building an agency.

Starting a solo business is indeed an excellent way to jumpstart the building of a larger agency. It can also be useful for those who are between positions to generate some side income.

However, many thousands of people spend most of their career as an independent PR professional. I’m happy to say I’ve worked successfully as a solo PR pro for more than 15 years.

Myth #2: To begin, you need to have significant startup funds to secure a brick-and-mortar office, marketing materials, and more.

Though having some basic promotion in place is beneficial, many PR pros start consulting with a budget of . . . zero dollars. A good reputation and a healthy professional network are the foundations of an independent consultancy — if you have that, you can begin. Obviously, the more money you have in savings the better off you’ll be long-term, but you don’t need to spend a lot of funds up front to get started.

Further, the days when a home-based business was considered small-time are over. Working from home has become so commonplace in business today that no one will bat an eye.

Continue reading " 7 Myths About Consulting That May Be Limiting Your Options "

Editor’s Note: Throughout this week, we will be featuring PRSA members who also happen to be entrepreneurs, running their own PR firms or consultancies. We’ve asked our guest bloggers to provide insight into the realities of running an agency and how others can get started. Janet Tyler, APR, president of Detroit-based Airfoil Public Relations, kicks off our series.

Prior to launching Airfoil Public Relations, my partner and I worked together at another firm where we had launched and nurtured a technology practice that grew 100 percent over the course of three years.

Through this experience, I came to understand two significant things that would ultimately make my life and my career fulfilling beyond imagination: first, that my partner and I were very successful at complementing and maximizing each other’s talents and business instincts; and second, that we would need to strike out on our own to fully capitalize upon those strengths.

We also shared a desire to simply have fun doing what we love, and realized we needed to create our own space where we and our team would have the freedom to do that.

So, nearly 11 years ago we did it. We set up shop with five employees, a modest office, a white board and great aspirations of becoming a technology public relations firm of respect and renown.

And we never looked back.

Continue reading " Start Making Cents: Starting a Firm During Economic Downturns "

So you’re thinking about starting your own PR firm. It’s a little nerve wracking, no doubt, but there’s never been a better time to launch. With the economy rebounding, bonus checks and tax refunds on the way, nothing should hold you back from taking the entrepreneurial plunge.

Of course, there are many considerations to contemplate before quitting your job and taking that plunge. Let’s explore.

It’s a State of Mind

Optimism, confidence and a small dose of fear are perhaps the most important qualities for anyone starting their own firm. When I started FRAUSE in 1998, it took me a while to acquire these assets, especially confidence. I knew I could make the jump; but things like paying the bills without an income and putting food on the table were worrisome.

As a matter of fact, it took me 10 years between knowing I was ready and actually doing something. What pushed me over the edge was a piece of advice I received from a long-time colleague and friend who said, “Just do it. You won’t believe how many friends you have out there who want to help until you actually commit.”

He was right.

Continue reading " Start Making Cents — On Your Own "