For those of you who are active on Twitter, @PRCog needs no introduction. One of the few examples of social media anonymity done right, PR Cog expresses – with trademark humor – many of the frustrations that exist for a mid-level PR pro. These generalized beefs can be with both clients and upper management, and many of his tweets are now on behalf of other annoyed PR tweeters, submitted anonymously to him by Direct Message.

I was happy to electronically interview this popular Twitter character turned blogger, who shares his insights on both PR Cog’s Gear Grindings and PRBreakfastclub (where he serves as Editor and Publisher). But little did I know I was about to be given a worldwide exclusive to the Cog-related story of the year!  Read on…

1. Being a PR Cog sure sounds tough — how’d you come to such a fate?

Well, I became a Cog in a small professional services based shop about 5 years ago after leaving the professional services space.  I became @PRCog on a bad working day almost 18 months ago. I made the account, tweeted a bit, followed some journalists and pros (not in the Law & Order sense) and forgot about it.  I returned a few weeks later to discover I had been re-followed by more than I expected.  I fully expected backlash and have only been told by one person that they know of someone who doesn’t like what I’m doing.  The person who doesn’t like it has yet to grow the brass ones to tell me. More details can be found in Valerie Simon’s interview from a few months back.  But it’s been a very enlightening experience since I started.

2. What’s the most difficult thing about your current state of affairs?

Let’s come back to this one…

3. Do you ever long to escape the grind and become a Solo PR Pro?

Well, this is the first time I’m putting this out there publicly — I already have.  A few months back my old agency and I parted ways.  I wasn’t growing as a professional any longer and had filled all the possible positions / done all the tasks at that agency (we were VERY specialized).  It was all very amicable – I still try to refer them business and they send me work occasionally.

Since then, in addition to looking for new opportunities at an agency and in-house (because we all like the stability of a paycheck, and I’m the first to admit I’ve got plenty to learn – I know if I don’t pursue other opportunities simultaneously I’ll wonder what’s out there), I’ve setup my own shop and have been living the solo life (living room office, kids asking for juice during biz calls, etc. – the whole kit’n'kaboodle).  I’ve worked a few contracts/consultations and am continuing to seek out new business.

4. Is being an independent PR consultant the best way to find freedom? What’s a Cog like you dream of doing?

Unless you can find that perfect agency/company and love everyone you work with (i.e., if PRBC were to form their own agency – xo Cats & Kittens ), it would appear to be.  The experience has been very liberating.

During a recent potential client meeting, who in addition to my normal skillset I discovered was also looking for skills and experience outside my comfort zone, I was able to actually say, “Yes, we can do these things, realize though this part of it isn’t where my background is and it’ll be a learning experience for both of us.”  I disclaimed that if needed we could knock down the tab or I’d bring someone in short term to teach me a few things.  I’m happy to sell myself to the best of my abilities, not make promises I then expect my “staff” to fulfill.

Could it have cost me the contract? Maybe, but that’s better than having a dissatisfied client and not being true to what I can and can’t do. Particularly early on – some of the best clients at my former company came from satisfied client referrals – don’t want to start off on the wrong foot.

So, returning to question 2 — the biggest issue now is the social media side.  Inevitably the question comes up, “Do you have any social media experience?” It’s quite a dance trying to reference my blogging, PRBC activities, and Twitter use without specifically referencing PRCog. Returning back to a normal twitter account will be difficult given the number of people that have actually seen me IRL (most of whom I trust, but there’s too many to depend on it being kept a secret).  Thankfully, I’m having more conversations than snark, so even if I have to go there I can.  Potential clients have no interest in outing me.  Most of the current venom has been archival or ghost tweets (tweets sent on behalf of others [as therapy] that they can’t send because their bosses or clients are following them).

5. Any extra tidbits you can tell us about the man behind the mask?

Oh goodness.  Well, next big projects include an interesting PRBC project and for this summer — Masquertweet, of course .

I’m still the same snark filled, fun loving, optimistic (ok, that one’s only partially true) me.

Actually there are a few odd observations — One of the biggest things that surprises me is the number of people I’ve never tweeted with before whose first question in a dm is ‘What agency are you at?”  I don’t assume everyone in the PR world knows who I am (goodness, I would hope not), but if I was really going to randomly disclose that info wouldn’t I have it in my bio?  Or a real name? Or…something else indicating I want to tie my real self to this identity?  This may be an indication of one of the biggest SM/PR problems — not researching (or reading) before engaging.

The lack of identity seems to put a number of people at ease online – I’ve had numerous people tell me things in confidence I wouldn’t tell others that I do know IRL.  Perhaps there’s a belief (which is true) that I have no incentive to ruin anyone (at least anyone that hasn’t given me reason to), and the credibility of an anonymous person is in question so the risk is minimal.  Maybe others are just more trusting than I am (a definite possibility).

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So, there’s the bombshell. I had intended to interview a Cog on how he longed to break free – only to find out he already had! Fellow PR pros, do you agree that becoming an independent consultant is the best way to escape life-long Cog status? What advice would you offer to our newly-solo PRCog?

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But I don’t advocate everyone take the leap willy nilly. The truth is there are times when a look before you leap strategy might serve you best. As noted in that earlier post, this doesn’t mean you can’t be successful or go out on your own during this phase in the economy. You can! It’s just that different times call for different measures.

We’ve talked about the exciting consulting opportunities available for those who’ve experienced a layoff, but what about someone who is currently employed?

I recently asked the Twitter community, “Independent PR pros: what would you say to someone considering leaving a job right now to become a PR freelancer?”, and some of my wise and witty friends weighed in:

rachelakay @KellyeCrane From my short term as a freelancer – have a $ cushion. You cannot predict anything.

techpr @KellyeCrane I’d say (from experience) plan a multi-stage ramp-up before jumping. Then go!

JMLaw @KellyeCrane Have a client lined up. Good advice anytime, but especially now when the market is even more uneven than usual.

LScribner @KellyeCrane Lots of opps out there for consultants. Recommend getting out, make connections and using PR skills to market yourself.

rachelakay @KellyeCrane Oh also have a logo created. You can’t have anything else – cards, Web site, anything w//out it. First thing I did.

GreggPerry @KellyeCrane there is work to be done, and those who can offer senior-level experience and value have a leg up. That said, scary to let go.

DannyBrown @KellyeCrane Stay friends with your co. (they may contract u in future); have money for 6 mths without pay; network network network!!

rockstarjen @KellyeCrane let people know you’re making the leap as early as you can. you’ll want those referrals BEFORE you’re looking for them.

PRjeff @KellyeCrane Depends on the job. Employment doesn’t mean job security. It’s great to be in control of your own destiny.

zakmo @KellyeCrane be aggressive.

DannyBrown @KellyeCrane And have a rack full of wine for the doubting times

What do you think? If you’re one of those thinking about becoming a consultant, what are your thoughts on the matter (feel free to comment anonymously). If you’re a freelancer, how would you advise a friend considering this career path right now?

We all do it on occasion. Sometimes we fool even ourselves, we’re so good at pretending to be busy — and independent consultants are especially vulnerable.

It can be a form of procrastination (as in the illustration above). Or perhaps we just can’t find the muse that day — the brain juices simply aren’t flowing for some reason. Sometimes we feel a little guilty if we don’t have enough client work, and busying ourselves with non-essential tasks helps fill the void.

If you find yourself losing track of time as you mosey aimlessly around the Web, ask yourself: could I take a walk? Endulge in a guilty pleasure? Pick up the phone and call an old friend? Getting away from the computer can be the best way to jump start your productivity.

Just remember: there is no glory in working for the sake of working. Take time for some amusement, and you’ll be more efficient when you have actual work to do. So have fun out there!

What do you do when you find yourself pretending to be busy? Any tips for clearing the cobwebs?

Cartoon by Dave Walker. Find more cartoons you can freely re-use on your blog at We Blog Cartoons.

How and why did you “go out on your own”?

About three years ago, I was heading up the PR efforts for one of the largest homebuilder associations in the country – leading up public awareness campaigns, leadership positioning and crisis management for a variety of personalities and companies.  I began Big Noise out of a real desire to handle ‘non industry’ clients, taking on a few freelance gigs here and there and actually helping out with the local media relations efforts for Johnette Napolitano as she was touring in support of her solo effort, Scarred.  So, when the opportunity to handle the public relations for a NASCAR team based in Dallas – the only one based in Texas and a relatively small outfit – came up, I was intrigued.  The owner of the team was a bit of a paradox: a card-carrying Republican that was covered in tattoos and had a mouth like a sailor.  There mere fact that he was this little ‘David’ in the ‘Goliath’ world of NASCAR intrigued me, so I took him on as a client.  Big Noise Communications was then made ‘official’ out of sheer necessity to have an ‘offsite entity’ to serve as this team’s agency.

How do you find most of your clients?
Most of my clients have come about through word of mouth and recommendations.  Leaving a strong impression on current clients and colleagues has paid in dividends for me in this way.  It’s like having good karma in business – it’s all gravy when you handle yourself with integrity and moxie.

What are some examples of interesting projects you’ve been able to work on as an independent?
Some of the most interesting projects I’m finding myself involved with are still developing.  While I can’t say too much just yet, what I can tell you is that I’m in the process of working on a variety of things with folks like Todd Defren, Mary McKnight, David Mullen, Matt Batt and Arik Hanson. Additionally, from being able to work with Big Noise Communications full-time, I’ve been able to promote the ‘Narciso Tovar’ brand a bit more. As such, I’ve been asked to teach a couple of classes on Social Media and Public Relations to working professionals in the Fall.

What benefits of being independent have you experienced?
Going at it full-time with Big Noise Communications has been a great for a variety of reasons:

• More freedom – Since I’m the one who heads up the company, I’m the one that ultimately calls the shots, establishes methodologies and sets the tone for the brand.
• Greater focus – I’m no longer feeling the pressure to cross-sell services that I’m not as savvy on, nor am I feeling the need to ’share the love’ with different practices in-house.  Even though Big Noise Communications handles social media engagements and ALOT of things that fall under the ‘PR umbrella,’ that’s just it.  If we were to be approached with the prospect of doing some email marketing campaigns, print advertising, etc., I can simply pass along the opportunity to a company I can vouch for and trust.  The ability to do this is both invigorating and freeing.
• Increased flexibility – If I need to take in a movie in the middle of the day to unwind, I’ll do it.  If I just want to have a 15-minute ‘just shut up and dance’ time in the middle of the afternoon, I make it happen.  Moreover, I can be as mobile as I want/need to be.

What do you find to be the biggest challenges?
Going at it full time with Big Noise is still very exciting for me. Being able to contain this excitement and energy in a ‘normal’ 9-5 day has been more difficult for me than ever before.  Granted, there really are no true 9-5 hours in PR (or, at least, none that I know of); but since I have more than just our clients to consider (I have a company to think about, after all), it’s kinda’ hard to just turn it off.

What’s your favorite “guilty pleasure” that being solo allows you to do?
I can crank up my music to 11 without having to worry about bothering ‘the man’ – essentially giving me the ability to ‘Fight the Power’ with a lot more ease.

What are some important things to keep in mind to succeed as an independent consultant?
Whether you’re working as an independent or starting up your own practice,
you have to always remember three big things:

• Don’t take yourself too seriously – the moment you start rolling your eyes, thinking something is beneath you is the moment you’ve turned into a suit.  If people want to work with a suit, they’d go with the big dogs. More than likely, you’re not the kind of person that falls into this category.  Get your hands dirty and never hold yourself up to being the kind of person that has to be ‘handled’ in a certain way.
• Always be in sponge mode – there are so many things that are changing, improving, developing, etc. in communications that you need to always do your best to be reading and learning.  I know time is tight, but it will never let up.  You’ve got to make the time.
• Hold on loosely to your passion – to borrow the phrase from .38 Special (loved that song): “If you cling too tightly, you’re gonna lose control.” The best kind of passion is one that is free flowing like water – kind of like Bruce Lee.  This dude never let his fighting/self defense style get in the way of any one form.  He once said that “water can flow or it can crash.”  This is why tapping into your passions is so important because it will always be flowing and always ready to crash with ideas, excitement, energy and a desire to share.

“We must be willing to get rid of the life we’ve planned, so as to have the life that is waiting for us”

– Joseph Campbell

The first time many people consider PR freelancing or consulting is the day they learn their job is no longer. If you’ve recently been laid off, or are concerned you might be, the time to think about working as a PR consultant is now.

This may be temporary while you simultaneously seek full-time employment, or you may find you love it so much you permanently join our ranks! As a newly-free friend recently told me, “I think we’re ALL gonna do a little consulting in the new economy.”

But where to begin? If you’re facing involuntary independent status, your head is likely reeling a bit, and that’s to be expected. Beyond the traditional job-seeking advice, here are a few consulting-related items to consider in the near-term:

• If you’re still technically employed, plan to take copies of any information your company policy allows, in particular those related to your network of contacts (including business cards and emails) and work samples. If possible, retrieve any personal information you may have on your company blackberry, laptop, etc. You’ll need that information to help secure your new consulting contracts.

• Don’t be ashamed of your status. Some of the industry’s foremost leaders and thinkers have announced publicly that their positions were eliminated in recent months. In this economy, there is no stigma against those that have been laid off, and there’s no need to apologize (even implicitly) as you network. Try to quell those demons. “Our doubts are traitors, And make us lose the good we oft might win, By fearing to attempt.” – Shakespeare

• Consider your health insurance options. If you’re married, take a look at the plans available through your spouse’s employer. If the selection is undesirable or you’re unmarried, you can usually obtain insurance coverage through your employer’s COBRA plan.   This will likely seem expensive, but it is worth doing near-term while you investigate your options further. It’s important to make sure your health insurance doesn’t lapse, since that can make it more difficult to get coverage later and subjects you to the whims of the insurance industry (e.g., pre-existing condition loopholes, application technicalities, etc. – ugh!).

• Don’t worry about a business structure, name, or any of those things that might feel overwhelming at the moment. You can do independent PR consulting under your own name, and as a “sole proprietor,” with no up-front paperwork required. When tax time comes, you’ll just use the Schedule C form to report your income and expenses.

• Speaking of expenses, start keeping track of them immediately. As you may know, you can deduct some of your job hunt expenses, but you can also deduct expenses if you do any kind of consulting. Just grab a folder and start stashing your receipts for anything professional, such as networking lunches, association dues, and meeting attendance fees. If you meet a colleague at their offices and you have to pay to park, that receipt goes in the folder. Buy some legal pads to write out your consulting ideas? Receipt in the folder! You get the idea… you’ll be surprised how quickly it adds up.

• And then there’s the big question: fees. If you worked with freelance PR pros in your previous position, you probably have an idea of what PR consultants are charging in your area. If not, an excellent resource is the annual Writer’s Market publication. In addition to being available for purchase, it’s also typically found in the Resources section of your local library. Though written primarily for freelance writers, Writer’s Market includes a “How Much Should I Charge” section that offers some guidance on hourly fees for PR activities. Keep in mind that the rates for freelance writers are often lower than those for experienced PR professionals.

• When it comes to setting consulting fees, the biggest newbie mistake is failing to consider the extra financial responsibilities you have as an independent. In particular, a full 15.3% of your income will go to the self-employed version of FICA (versus half of that — 7.65% — when you’re an employee). That’s in addition to your tax rate. Add it up, and you can easily find 40% or more of your pay going to Uncle Sam. Now before you go slamming your fist on your desk cursing the IRS, just remember it’s nothing to get upset about if you plan ahead and take this into account when setting your fees.

• Another mistake is forgetting that you now will be responsible for a variety of non-billable work (sending invoices, new business plans, etc.) related to maintaining your business.  You might have a billing rate in mind, but when you consider these factors you may find you should be billing considerably more than that. It will of course depend on your skills and experience — just be sure not to short-change yourself!  In many ways, the market will perceive your level of expertise based on your fee level.

This is just a quick-hit list of initial considerations.  It’s my hope that regardless of what direction you end up heading long-term, the result will be an even more satisfying career that brings you fulfillment and enriches your life.

Are you considering PR consulting, or have you recently “hung out your shingle” as a freelancer?  What issues are you finding most challenging? Veteran solo PR pros – what advice do you have for those just getting started?

Photo credit: mufan96