This week on the Solo PR PRO Premium membership site, as everyone prepares for 2012, we’ve released Part One of a multi-part series called Show Me the Money!, which steps members through the process of managing expenses, setting rates, and maximizing profits with multiple 20+ page ebooks, worksheets and templates. Being able to produce resource-intensive courses like this is why we launched the Premium site in November, so we’re excited to birth this baby!

As we worked on this course, we’ve identified some of the most common mistakes consultants make when setting their fees. I had a chance to sit down with Show Me the Money! co-author, Jenny Schmitt (@Cloudspark on Twitter) and chat about this critical topic. (note: there were technical difficulties and the video on my end wasn’t recorded, but that’s OK — Jenny is the one you want to see!)

If you can’t see the video, you can watch it on YouTube here.

Do you agree? What mistakes have you seen consultants make, and what issues do you still struggle with when it comes to setting your rates?

In that time, there have been some opportunities missed because of the public nature of our various channels. Many of you have also stated this – there are things you’d prefer not to send out to the whole world, but you’d be happy to exchange this information with others in our community.

To meet these needs, we’re happy to unveil the premium Solo PR PRO membership site, now in public beta (at special beta pricing). Specifically for us, this premium PRO content offers road-tested deliverables and downloads, a members-only Forum, a special upcoming Show Me the Money! series on setting rates, and much more.

Why do we need a PRO membership site? I did a quick video to explain the reasoning, and some of the benefits:

If you can’t view this video, watch it on YouTube.

Though some of the Solo PR PRO membership site features won’t be available until after the first of the year, we wanted to go ahead and share this beta content with you at a low initial rate (locked in for life for those who sign-up early), which will increase slowly over time for new subscribers as more content is added. That way, you can start putting the current content to use as you plan for 2012 (never too early to start!).

What does it cost?
As indie consultants, price is always a key consideration – as it should be. Though we’ve seen membership sites that cost $50 a month or more (and they have generic content that often doesn’t apply to indie consultants like us), we’re doing our best to keep costs low so everyone can participate.

The deal: While we’re still in beta for the next few weeks, you can join for just $14 a month, and be a Charter member! The cool part is: you’ll lock in this monthly rate for as long as you maintain your PRO membership (but, at the risk of sounding like an infomercial, you can cancel any time). We’re also offering a money-saving Annual Subscription for just $120 for the year. In addition to the price break, the Annual Subscription offers the tax benefits of purchasing now for the year ahead.

For more details of all the offerings and to sign-up, just visit: Become a PRO Member.

We’re excited to offer something that can help you be more efficient, effective, and profitable in your business, and we fully expect that this content (especially the fee-setting info) will help many PRO members increase their profits by thousands of dollars in 2012. That’s the mission that will drive everything around this effort.

If you have any questions, just let us know in the comments. Hope you can join us!

As a follow-on to our recent discussion during the #SoloPR Twitter chat, this  guest post is from Atlanta-based #SoloPR community member Tiffany Rogers.

As a solo public relations professional, people always ask me, “What is PR, and what exactly do you do?” Depending on the person I am talking to I give them one of many answers, in a way that they can understand.  It is amazing that I do not already have one generic answer on reserve.

One evening as I watched the movie “Hancock,” Jason Bateman’s character described publicists as “Image consultants who change the way people see products, companies and people.”

That got me thinking. While I wouldn’t agree that “publicist” and “image consultant” are necessarily interchangeable titles for the same job, I would agree that the two rub shoulders.

After a little research, I created this infographic to show how PR pros who are publicists and image consultants compare to each other:

So while image consulting is not exactly the same job as public relations, PR professionals can use image consulting practices to do their own job better.

As a solo PR pro do you see yourself as an image consultant? Do some of your daily duties mirror those of an image consultant? Please share your thoughts in the comment section below.

This post was contributed by Tiffany Rogers. Tiffany is CEO and senior publicist at the Ephelis Agency. She assists business owners and entertainers in creating meaningful client and community relationships to spread their message and brand their image. You can connect with her online or by following her on Twitter @TRBizLady.

You don’t have to attend every Chamber of Commerce meeting to make – or reinforce – valuable connections. Here are 10 proven methods to network that will help yield quality clients and relationships for years to come:

1.  Your Former Employer

You didn’t tell them to take that job and shove it when you left, did you? A surprising number of successful consultants (including yours truly) retained their former employer as their first client.  If you’re a consultant because you were recently laid off, or if you haven’t talked to your former colleagues in a while, don’t be afraid to reach out and offer your services to help the poor overburdened folks still there trying get the work done.

2.  People You Once Worked With

Don’t neglect those who were “junior” when you worked with them. The recession prompted many companies to find creative ways to reward less experienced (but eager) employees who remained following forced separations, and those less seasoned may now have more decision-making authority. Talented junior staffers also advance on their own merit, of course. Everyone begins without experience, but most eventually rise through the ranks – this is an important long-term strategy for your business.

3.  Referrals

From former co-workers to one-time classmates, referrals are a prime source of new business leads.  A positive experience – say, witnessing your negotiation and communication skills first hand, even as members of a charitable committee – serves as a foundation for someone dropping your name in a casual (but important) conversation or making a direct introduction.  Make sure everyone you know is aware that you’re now consulting — you never know where that next lead will come from!

4.  PR Agencies

Few newly solo communications professionals can claim a four-star client roster.  One way to gain access to influentials at cornerstone companies is to subcontract with established agencies. In addition to providing an income stream today, if the client’s budgets drop (or if a new prospect presents itself that the agency isn’t interested in), the agency may recommend they work with you directly.

5.   Social Media

This is a well-covered topic, but if you still aren’t using social media to show your expertise, you’re missing an opportunity. Do you use LinkedIn as a means to gain exposure to people in groups you target? If not, consider spending time initiating intelligent discussions in the open Q&A area and responding to questions posed by others in specialized groups (like the Solo PR Pros group). Twitter, Facebook, and other networks also offer ways to  showcase your expertise.  You don’t have to be online 24×7 to use these tools as part of your strategy — regular, periodic updates (even just once a week) can make a big difference.

6. Professional Organizations

Most of us bring a special skill to our PR and MarCom work. Whether your forte is writing, social media, event management, customer experience, or some other discipline, there are likely professional or trade associations, beyond PRSA and IABC, that cater to that area.  For example, media relations experts can participate in the Press Club, while advertising and marketing communications pros may make new connections through the American Marketing Association (AMA) or Advertising Federation (AdFed). Participating in these types of groups is an excellent way to expand your network, and you may find yourself uniquely representing the PR viewpoint – establishing your expertise to a whole new audience.

7.  Targeted Trade Organizations

When looking to grow your list of contacts and develop leads within the specialty market of your choice, remember to fold trade organizations into your business development strategy. Just as professional organizations can help you advance in your craft and network with similarly career-minded types, trade organizations are a way to get involved with key issues, policy makers, stay abreast of breaking news and technology, and strengthen relationships within channels.  You could come in contact with key executives from companies that just might need the unique combination of your subject matter expertise and specialized skills.

8.  Non-profits

Local non-profit organizations typically have marketing committees staffed primarily of volunteers.  Committees may handle everything from PR to newsletters to events.  Pick a cause you’re passionate about, and chip in your time and leadership pro bono. Make some new marketing contacts (often leaders in your community), gain valuable experience and do some good to boot!

9.  Strategic Partnerships

We’ve talked about the perils of trying to “do it all” – remember that in the long run, as you build your business for the future, you’re better served by focusing on your areas of strength. Some projects call for work outside of your purview, like graphic design, scripted photography, animation, or mobile app development, and you can earn yourself a hero badge with your client by having established relationships with complementary vendors already in place. But here’s big key bonus: you can develop a long-term relationship with these vendors that can result in them referring work to you, as well. Many indie consultants cite these partnerships as the cornerstone of their successful businesses.

10.  Former Clients

Did you do a good job, but your regular contact moved on to another company? While new personnel can potentially narrow your funnel projections, remember that your former consulting clients can be a source of new revenue once they’re comfortable in their new positions elsewhere. And if you have the foresight to develop rapport both laterally as well as vertically at most of your clients (and you should), you may find your client base just increased by one, even if your biggest champion made a career move elsewhere.

What are your tried-and-true methods for attracting new clients? Let us know in the comments!

1. Client’s focused on deliverable that may not meet his goal. How do I help him find value in other objectives/outcomes? #solopr

2. What are your best tips for garnering holiday press? #solopr

3. What if client only wants “big” coverage, and isn’t willing to speak with smaller outlets? #solopr

4. How would you recommend increasing clientele for ppl who are just starting? #solopr

5. Is anyone going to the PRSA Conference in Orlando? #solopr

Be sure to check out the transcript in PDF for the full discussion. Note that the transcript is in reverse chronological order.

If you weren’t able to join us this week, please let us know how you’d respond to the chat questions below!

The #solopr chat – held each Wednesday from 1-2 p.m. Eastern – is a weekly ritual for some of the most savvy Solo PR Pros on Twitter. Anyone with a Twitter account is welcome to participate – see Join Us for the #solopr Chat on Twitter to find out how!

Thanks to Jennifer Spivak for compiling this post.

I’ve had the opportunity to work on programming for a number of events lately, and while the vast majority of speakers are professional and gracious, there is a minority that tends to make the same mistakes. Conference planners usually work for more than one event and they talk to each other – you can easily find yourself blacklisted and not even know it.

There’s a lot of information out there about how to be a good speaker, but what are the behaviors to avoid so you can be sure you’ll get asked back?

Act like you’re doing the event a huge favor

Guess what? There are more people who want to speak at events than there are slots available. Unless you’re Oprah Winfrey, chances are you’re getting more out of the speaking opportunity than the organizer – keeping that in mind during your interactions will help you use the appropriate tone.

Cancel without finding your own replacement

Life happens and conflicts that can’t be helped come up – conference organizers understand this. But unless you have a last-minute family emergency, if you must back out of a commitment, find someone you can suggest to replace you. A note that just says “I’m sorry, it turns out I’m not going to be able to speak at your event” can mean many hours of unforeseen work for the program developers. That’s something they’re unlikely to forget.

Be a diva

If you’re speaking at an event, good organizers will make you feel appreciated. However, that doesn’t give you the right to be a prima donna and ask for only the red M&Ms. Chances are, you’re just one of many speakers at a given event (or who will appear before the group that year), so try to know your place. I’ve found that many keynote speakers have very laid-back and go-with-the-flow personalities – perhaps that’s one way they reached the keynoter ranks?

Treat your contact like a secretary

The people choosing speakers for an event are usually experienced, well-connected pros. Often, they’re the ones responsible for notifying those selected (and, depending on the kind of event, they can sometimes be volunteers). A good way to make sure event organizers remember you – in a bad way – is to pester them with inane questions.

Yes, you’d like to know how far it is from the airport to the hotel, but couldn’t you find that out yourself using Mapquest? Sending multiple emails requesting information that can be found on the website is a good way to get a reputation for being a nag.

Wait until the last minute to show

Unless you’re speaking at a huge event, chances are the conference organizers are looking for you the day of. They’ll want to briefly check-in with you on the setup of your room and A/V, and make sure you’re all set. Breezing in just minutes before your session is scheduled is a good way to give them a heart attack. Plan to arrive at least an hour ahead of time (more if you can) and if you’re traveling, make sure you take the inevitable travel delays into account (coming in the night before is best).

Give a sales pitch

Saved the best for last. Nothing will tick off conference attendees more than being forced to listen to a presentation that’s a thinly disguised sales pitch. And ticked off attendees translate into a conference organizer that will never forget how you let them down.

The best speakers don’t talk about themselves or their business at all during the presentation itself – they just include an information slide at the end (you’re showcasing your expertise and know-how throughout, which is the best way to attract new business). In years past, audiences would tolerate 2-3 slides at the beginning of a presentation about you and your business, but in today’s fast-paced world, even that is a good way to see everyone’s eyes glaze over (at best) or have attendees live tweeting your lameness (at worst).

What additional advice would you offer would-be conference speakers? Have you developed any best practices yourself?

I recently attended an excellent presentation by Mark W Schaefer on “Why you should blog, even if no one is reading it.” In a related post on his {grow} blog,  he outlines the full 10 reasons, all of which will come in handy when you’re talking to clients.

Specifically for independent PR consultants, two of these opportunities stood out (and see below for a great video with Mark!):

Differentiation
Can you finish this sentence: “only we….”? There are many indie PR practitioners out there, so how is a potential client going to find you? Beyond the significant search engine optimization (SEO) benefits (Hubspot research shows that sites with blogs get 55% more traffic than sites without), a blog can give you the opportunity to demonstrate your unique selling points in a more complete way than a static website.

Even if you don’t have regular readers, when a prospective client comes poking around your site, they’ll get a better grasp of your expertise and key differentiators if it includes a blog. As Mark stated, “Content is power.”

Infinite search life
Mark has an interesting anecdote on the power of having extensive content indexed by search engines:

I received a call from a potential new customer in the Middle East looking to me as a possible marketing consultant. I had to wonder how in the world they found me! Turns out they were looking for somebody who could help explain where the future of social media was going and when they entered this into Google, a blog post I wrote a year ago popped up!  Your content keeps working for you month after month!

Blogging about what you know is a way to build credibility well into the future. As Mark notes, “The blog is the content engine at the center of the info eco-system.”

What can you blog about?

Of course, the question of what to write is a common one, especially among PR pros who are trained to look for unique angles and content that appeals to a particular niche. I sat down with Mark to get his thoughts:

If you’re unable to view the video, you can watch it on Youtube.

As we’ve noted before, it’s not absolutely necessary to blog, but there are benefits to blogging to be sure. What do you think? What’s been your decision-making process when deciding whether you want to blog?

1. Can you have a personal profile, as in private FB/Twitter accts? Can u post about a competitor’s product if on personal acct? #solopr

2. How do you assess prospective client interest and decide to pursue or pass on the opp? #solopr

3. What other cues do you look for re: prospects before you run for the hills? #solopr

4. In the past couple days, a political figure has been accused of buying Twitter followers. Is this ever a good idea? #solopr

Be sure to check out the transcript in PDF for the full discussion. Note that the transcript is in reverse chronological order.

If you weren’t able to join us this week, please let us know how you’d respond to the chat questions below!

The #solopr chat – held each Wednesday from 1-2 p.m. Eastern – is a weekly ritual for some of the most savvy Solo PR Pros on Twitter. Anyone with a Twitter account is welcome to participate – see Join Us for the #solopr Chat on Twitter to find out how!

Thanks to Jennifer Spivak for compiling this post.

1. Do you use tact, bluntness, or both for business? #solopr

2. Do you have errors and omissions insurance? Why/why not? Where do you purchase? #solopr

3. How do you go beyond one’s prev scope? How niche is too niche and how can we branch out? #solopr

Be sure to check out the transcript in PDF for the full discussion. Note that the transcript is in reverse chronological order, and this week we’ve added highlighting to call-out the questions.

If you weren’t able to join us this week, please let us know how you’d respond to the chat questions below!

The #solopr chat – held each Wednesday from 1-2 p.m. Eastern – is a weekly ritual for some of the most savvy Solo PR Pros on Twitter. Anyone with a Twitter account is welcome to participate – see Join Us for the #solopr Chat on Twitter to find out how!

Thanks to Jennifer Spivak for compiling this post.

1. With gas prices going up, are you adding mileage expenses into your client contracts? #solopr

2. If you have a your own webstite, what tips can you offer on building one (tools, services, analytics, etc.)? #solopr

3. How many of you get leads directly from your website? #solopr

4. Are you planning a vacation this summer? #solopr

Be sure to check out the transcript in PDF for the full discussion. Note that our previous transcript service is down, so this week’s transcript is in reverse chronological order. We’re working to find an easier to read format.

If you weren’t able to join us this week, please let us know how you’d respond to the chat questions below!

The #solopr chat – held each Wednesday from 1-2 p.m. Eastern – is a weekly ritual for some of the most savvy Solo PR Pros on Twitter. Anyone with a Twitter account is welcome to participate – see Join Us for the #solopr Chat on Twitter to find out how!

Thanks to Jennifer Spivak for compiling this post.