1. How much “social media” presence will you have during the holidays (btwn Christmas & New Yr). Same as always or taking break? #solopr

2. What do you use for accounting software? Looking to switch at year end — Pros/cons? #solopr

3. How do you organize biz cards/new biz leads? organize leads, business cards, etc.? Programs used? #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. What tool, if any, do you use for online bookmarking/sharing? #solopr

2. If low-profile prospect asks for references from your high profile clients, & you don’t want to share contact info, what to do? #solopr

3. Will you send a snail mail, ecard, enewsletter or other holiday greeting? #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.

When I resigned from a PR agency to go into business for myself, the company tried to sweeten the deal to keep me on staff. I was offered a $20,000 raise (which was a lot of money in 1995) and a promotion to two positions above the one I held (which would have had me leapfrogging over my boss!). Now, what does that say to you? To me, it told me that I was, in fact, being underpaid and under-appreciated (my previous attempts to get a promotion and a raise were denied). Rather than be tempted by this offer, I was ticked – and more sure than ever that I was doing the right thing.

Many potential Solo PR Pros are in similar situations – building someone else’s business with their sweat. If this is you and you’re dissatisfied, get your house in order, and then take the leap!

You may have heard some of the myths and think, “but I’m not a high-flyer, I’m not a risk taker, I’m [insert self-doubting fear here].” Let’s take a look at a couple common misgivings:

“I’m not a high-flyer”
Here’s a secret: there are many, many companies and organizations – often those with the biggest names, and the largest bank accounts – looking for public relations and marketing communications with substance over style.

For many years (before starting this blog), I flew under the radar. I didn’t go to a million networking events, pressing the flesh and dropping names. I still don’t have a prestigious mailing address or even an extensive fancy wardrobe. What’s more, most of my friends in the business – six-figure earners themselves – operate in a similar fashion.

Of course, there’s a place for the networking-intensive PR folk, especially when helping get a startup off the ground.  The good news is, there’s enough work out there for everyone. You can succeed, regardless of your work style.

In my experience, the clients looking for substance over style are the bread and butter of the independent PR profession. Most clients do not care one iota whether you have a swanky office. All they care about is that they receive better service, at a better value, than they would get from a traditional PR agency.

“I’m not a risk taker”

You don’t have to be a risk taker. Yes, it’s an act of faith to go into business for yourself, but here’s the best part: the most frightening period is right before you take the leap. Once you’ve told your boss you’re going, the fear is lifted almost immediately, and the excitement of what you’re about to do kicks in.

You’ve no doubt heard it said that “a bad day fishing is better than a good day working.” I’ve found that a bad day as a Solo PR Pro still beats working for someone else any day of the week!

Are you in that in-between state of wanting independence, but hesitating to take the leap? What’s holding you back (anonymous comments are welcome below)? If you’re a practicing indie pro, what advice would you offer to those just about to make the jump?

1. Do you work from home, or an off-site office? Pros/cons? #solopr

2. Do you know how much you want to grow? How do you decide? #solopr

3. What’s the best way to find contact info for press that you haven’t work with before? #solopr

4. How do you handle when clients have other priorities, not paying attention to PR program. deadlines etc.? #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. Have you used eLance or similar sites to find *subcontractors*? Success/fail? #solopr

2. What is the best way to enter PR competitions without revealing confidential information of your client? #solopr

3. Are you currently using a group-oriented auto-sharing tool for blog posts? Pros and cons? Do they have value for clients? #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.

1. How do you handle clients that don’t believe their targets use Social Media? for ex, one targeting the luxury traveler?

2. If a client wants to pump out 4 press releases a month, whether it’s newsworthy or not, what do you do?

3. As a new #solopr, would you give a big discount to a client who offers to or does actively help you grow your business?

4. Should someone start using a branded account on Twitter before their website is launched, or wait until there is a splash page?

5. PR named the #2 most stressful job: http://bit.ly/eTKXgP (h/t @cubanalaf). Is the #solopr life more or less stressful?

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.

1. Is it important to have a photo on LinkedIn?

2. Do you blog to promote your solo practice? If so, what tips can you share?

3. What style of blog design do you prefer? Likes/dislikes as a reader?

4. So many panels at #sxswi addressed aggregating content, 3rd party content and original content. How to balance all in one blog?

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.

This discussion made clear that there are many different perceptions and connotations, often changing based on your skillset or industry of specialization. Here’s just a sampling of the opinions:

@CaSuPe15: I think a consultant develops suggestions for a PR strategy, and a freelancer would take the next step and implement it

@rockstarjen: I see freelancers as more behind the scenes (don’t manage clients, etc.), supporting solos, agencies, etc.

@karenswim: “Freelancer” the label does have baggage, but see that changing & “consultant” is not always viewed favorably

@KCDPR: I think the word freelance has a stigma of “cheaper” attached to it as well. Consultant encompasses a lot of areas of expertise.

@ActiveIngreds: Often times I refer to myself as a partner vs freelancer or consultant because of issues with both that I’ve faced.

@Power_of_M: I think consultant is overused, and not specific, and freelancer implies creative trade… not lesser-skilled… A copywriting ‘freelancer’ as an example, is not a consultant. They are a doer. But a great one is highly strategic & billable.

@akenn: To me a freelancer is a sub-contractor; a consultant is the lead.

@PRProSanDiego: Sole practitioner is my preferred term. This is what lawyers call themselves. It denotes expertise worth paying for.

@KeeyanaHall: A consultant will offer strategic advice. A freelancer takes strategic advice & gets “down & dirty” w/implementation.

@jillvan: I once used the term “freelance” with a client, and he freaked b/c to him, it implied I wasn’t going to be around much.

@IndigoSevenPR: I think it makes you more credible when you say you are a consultant than a freelancer when competing with PR firms.

For dozens more fascinating comments on this topic, be sure to check out the chat transcript. The key is to know what your clients are looking for in the solo PR pro they’re seeking. If you’ll be providing copywriting services, “freelancer” might be the right description. But if you’ll handle their PR in its entirety, “consultant” could be a better fit. Regardless, it’s enlightening to know about the different perceptions and keep in mind there’s not just one right answer.

Also during the chat, we discussed whether you can be a Solo PR Pro right out of college. Though many thought it would be too difficult to pull this off effectively, a few of our participants – including @zakmo and @SoloDovePR – said they have done just that.

The fact that some entry-level PR pros (not those noted above) are being asked to accept “full-time freelance” positions, sans benefits, was disturbing and noted as illegal by several on the chat. For additional background, @PaulaJohns shared a CNN article: Auditors crack down on ‘independent contractors’.

What do you think – are there any advantages or pitfalls to the various Solo PR Pro monikers we didn’t discuss? Have you learned any lessons around the way you position your business? Please let us know in the comments!

On a side note, I’m happy to announce that I’ve created a Solo PR Twitter list, and on Tweepml you can now follow the members of this list with one click! If you’re not on the list and would like to be, just let me know.

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!

Photo credit: Marco Belluci

Be sure to check out the transcript here in PDF, or online, for astute insights from the wise and experienced Solo PR Pros who participated in the chat. A key takeaway: the most effective means of distribution and outreach will vary depending on each client’s specific needs. Another example of why there’s no substitute for savvy PR counsel.

This week also included advice on how a marketing pro could start seeking more PR contract opportunities, as well as tips on how to find useful, free Webinars. A special thanks to this week’s top contributors:

@VirtueIMC

@ruthseeley

@cherissef

@BettyEllis

@AlexisDias

@mdbarber

@jetsnow

@marketwire

@REVOLUTIONpr

Next week we’ll take a break for the U.S. Thanksgiving holiday. But make your plans now to join us for the December 2 chat.

What was your favorite chat takeaway? How would you weigh in on these issues? Let us know in the comments.

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

I’ve been very lucky in finding great positions that allowed me to grow and experiment with new and different forms of communication, as well as measurement—an area that I’ve been learning a lot about the last few years. However, one of the things that often happens as you climb the job ladder is that the great positions, titles, etc., come with a lot of stress. I found that I was traveling frenetically (I’ll never forget going down an escalator in New York’s Penn station and thinking I was in DC’s Union Station) and was always tired. I didn’t like feeling that I only came home to sleep, or for the weekend. It was as if I had two lives and was constantly switching between the two. I knew something had to change—and since my husband would be practically impossible to replace, it had to be the job.

Initially I envisioned taking a few months “off” (we’re talking July 2008 here) before moving into another fulltime position. As time went on, I found that I was often perceived as “too young” for positions comparable in scope to my previous position, and I had no interest in making a lateral or downward move. After a few times of coming really close and then not getting “the” job, I had a great consulting project come my way (late 2008) and thought: why not? I had, after all, worked as an independent before moving to the East Coast as well as back in India, so I’m used to doing it. Working with a great client reminded me of how independent work can be fun as well as rewarding. So I decided that if I hadn’t found the kind of fulltime opportunity I was looking for by the end of the year, I would go out on my own in 2009. And that’s what I did.

How do you find most of your clients?

This will sound really clichéd, but it’s the combination of relationship-building and being active on the professional development front that brings work my way. I have little-to-no advertising dollars in my budget (though I did place an ad in HARO earlier this year, which brought me several interesting inquiries but none have so far converted into actual work), so I have to rely on networks and relationships. I’ve never cold-called for work—to date, at least.

The first consulting project I mentioned was to research and develop a social media strategy for BurrellesLuce. That came my way because I responded to a post on a LinkedIn group I belong to, and a good friend in their DC office followed up with a recommendation. One of my newest clients is the Christopher and Dana Reeve Foundation, with whom I’m working on multicultural outreach for their Paralysis Resource Center. My relationship with them goes back to my days at Ruder Finn, where I helped get that very same outreach off the ground. Maintaining that relationship—which I did with no agenda whatsoever, but because I really liked the organization and the folks there—brought us full circle several years later.

I’m actively involved with IABC/Washington and started speaking at various conferences a couple of years ago. That helps people get to know who I am and what I can do. I’ve also found that starting to blog and getting active in social networks—particularly Twitter—has helped me tremendously. These have given me the chance to start finding my own voice (which is something PR pros struggle with, as your excellent post pointed out), as well as engage with and learn from my peers. That discussion and engagement has resulted in everything from new speaking engagements to client inquiries and actual business. And when people I know “IRL” see that I’m active both online and offline, they send leads my way.

What are some examples of interesting projects you’ve been able to work on as an independent?

I loved working with BurrellesLuce on their social media “embarkation.” Not only are they a great brand, but they have an extremely intelligent approach to the business of communication. And since I think research and measurement are integral parts of any communication outreach, it was like being a kid in a candy store to actually be able to DO the things I think smart communication involves. I also recently helped launch the Maryland Shore Pet Resort, an upscale pet lodging facility on Maryland’s Eastern Shore; with my animal welfare background that was a lot of fun. There were certainly social media aspects to that, but we worked traditional media as well. And now I’m really psyched about working with the Christopher & Dana Reeve Foundation again, as well as a couple of exciting new clients in the pipeline.

What benefits of being independent have you experienced?

You can work in your pajamas…! No, seriously—the flexibility is great, of course, since you’re your own boss. I do have a “proper” home office, and make it a point to work from my desk, and maintain standard “office hours.” But if I need to take off for a medical appointment, for instance, I can work around that without any angst.

Since I’m “an agency of one,” my overheads are fewer and I can afford to take on the clients I really like and believe in. I can also fit in speaking engagements pretty easily; and since that’s something I love to do, that’s important to me. And I get to be around my three dogs (who greatly approve of the independent life, by the way).

What do you find to be the biggest challenges?

You’re the “chief cook and bottle washer,” so you have to manage every aspect of your business, including administration, accounting, etc. I like playing with numbers and processes, but I know that can be tough for some. The other major challenge is maintaining somewhat of a “normal” life; working from home, as many of us do, it’s easy to start work early, continue until it’s late, continuously check one’s BlackBerry, and so on. But since “having a life” is the reason many of us go independent, I think it’s important to keep that in mind, and not get sucked in to working crazy hours as a rule.

What’s your favorite “guilty pleasure” that being sol allows you to do?

Twitter! Whenever I need or want to, without worrying about anything/anyone else.

What are some important things to keep in mind to succeed as an independent consultant?

If you’re considering going independent I think it’s really important to identify what success means to you. Do you need to make a certain amount of money? What defines you—in your mind—as a success? Figure that out and work backwards. I think it’s important to be realistic, especially in your income goals. When I first started out, I kept thinking of all the money I was used to but wasn’t making. Then (with my husband’s help) I removed my head and put it back on straight by figuring out what I needed to make—and I was fine.

Don’t skimp on vendor solutions that will add professionalism to your work. I think one of the potential barriers to securing clients as an independent is being able to assure them they will receive the same level of service they’re used to with a larger agency, or even a boutique one. Depending on what kind of work you plan to take on, you should be prepared to reach out to vendors to see if they will work with you to provide products that make your work more efficient at a price you can afford, and work this into your budget. As independents, we often can’t afford the full range of services we may have grown used to while working for an agency or a company—such as media monitoring and distribution software, and so on. There are certainly creative ways to approach this—for example, if you can’t afford a media monitoring solution, Google alerts can often help bridge that gap. However, the paid services often give you more functionality and flexibility, especially in reporting back to your clients. Using such products—if they will add value to your services—is an investment in your reputation and business.

It’s really important to stay on top of your digital footprint and showcase yourself well. Chances are that if someone hears your name, they’ll Google you. What shows up? If you’re on LinkedIn, is your profile updated? Ditto VisualCV (which I think more people need to use) and anywhere you have an online profile. If you have a blog, are you keeping it relatively updated? Do you comment on and join relevant discussions online? Are you sharing your expertise among the networks you’ve built?

…Which takes me to relationship-building. Whether those are offline or online, they will be your single most important lead generator. There are several great consultants out there, and probably any one of them could get the job done. At the end of the day, people will work with you because they like you. However, if you have an “agenda” when building relationships—be it offline, or in social networks such as Twitter or Facebook—you’ll be spotted a mile off. Don’t use people for what they can do for you. Show them what you can do for them without any strings attached. Like I wrote a few months ago, it’s that whole social karma thing.

Finally, I think it would be terrible if you were a slave to your work. If you’ve taken the leap from employee to independent, remember why you did it in the first place. You are clearly entrepreneurial, which means you have a lot of initiative, are ambitious and are willing to take risks. But don’t let it rule your life. Don’t be tied to your BlackBerry because you have to be, but because you want to be. Live a little… that’s why you did this in the first place, remember?

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Told you she’s fascinating! What’s your favorite tip or lesson learned from Shonali?