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Business Goals, Referral Systems, & More

Kellye Crane — Thu, 09 Jun 2011 12:15:37 +0000

During the June 8 #solopr Twitter chat, independent PR pros discussed business goals, referral systems, client red flags, and more. Specifically, the following questions were addressed:

1. We’re almost at 2011 half-way pt. How is everyone doing on their business goals? #solopr

2. Are you using a referral system or relying mostly on ad hoc efforts? #solopr

3. How do you refer to yourself: small biz owner, consultant, entrepreneur, other? #solopr

4. What are your “red flags” to walk away from a client or project? #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.

What Are You?

Kellye Crane — Thu, 08 Apr 2010 15:39:19 +0000

During this week’s #solopr chat on Twitter, we had a lively conversation that included the pros and cons of the various labels we use for ourselves. Is it better to position oneself as a consultant, freelancer, independent contractor, or some other title?

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

@PaulaJohns shared a CNN article: Auditors crack down on ‘independent contractors’.

To Free, or Not to Free

Kellye Crane — Wed, 17 Mar 2010 12:30:37 +0000

During a recent #solopr chat on Twitter, I made the following statement:

Remember: it’s worse to work for free than to not work at all.

While many pros agreed with me, some had serious questions about this advice (below). But aside from new business opportunities (which are unpaid in virtually all cases), working for free can often be a dead-end road. Working “on spec” – which means you get paid only if the client deems you worthy – or with a client you know is probably not going to get around to paying you, diminishes your worth.

For all of us, every time we work for a client we are establishing our value. If you work for free, then the value of your time is $0.

You may think that working for free for someone will put you in their good graces, and you’ll be the person they call first when they have a paid gig. In fact, it may be just the opposite. Similar to Groucho not wanting to be part of a club who would have him as a member, people like working with consultants who are in-demand. Working for zero smells like desperation — and isn’t it human nature to avoid being associated with someone desperate?

The economy is tough – my clients have limited budgets and I want to show I’m flexible

I have fallen into this trap myself over the last year. Though not working for free, I put effort into trying to help one long-term client stretch every dollar (rob Peter to pay Paul, kind of thing). Guess what? Shortly thereafter they decided to spend $20,000 of their marketing budget on something quite silly (wish I could tell you what – you’d be shocked!).

What I learned: organizations can find the money to spend when they want to, so make sure you’re on that list. And don’t over-compromise — it’s not worth it.

What if I want the experience and need items for my portfolio?

If you’re interested in working for free with the aim of gaining additional experience and samples to show, why not work for your favorite non-profit pro bono? Some large charities have marketing committees made up of volunteers — in those cases, you can expand your network while you support a worthy cause.

What about working on new business proposals for an agency?

This can work out well sometimes, but be careful. First and foremost, the agency should have at least one person doing the same amount of work on the proposal as you. Why? Because that makes them have some “skin in the game.” An agency will be far more choosy about the new business opportunities they pursue if they have to expend some resources to get it. You don’t want to be a dedicated worker bee on any and all long-shots that come along — there will be no incentive for them to pass up lost causes.

Also, unless you have it in writing that you’ll get a guaranteed XX number of hours for as long as they have the contract, you can also get cut out of the deal – I’ve heard of this happening to many solos. And make sure you trust, respect and enjoy working with the team on the proposal, since those will be your collaborators long-term.

In a nutshell, I believe it’s much better to spend a day in the park than toiling away on a project that helps your client’s bottom line, but not your own. In this economy, clients will push on occasion, and it’s our job to push back.

Do you agree? Are there any cases where you’ve worked for free and were glad you did? Any horror stories? Let us know in the comments!

When to Tap Your Network

Kellye Crane — Thu, 25 Feb 2010 18:30:57 +0000

One of the most important issues a PR consultant faces is how and when to bring in help as subcontractors. During this week’s #solopr Twitter chat, reasons to have a robust network of support came up in response to the following questions:

1) How do you handle vacation, maternity leave, sick days, etc.?

2) What do you do when you get TOO much work? Touchy subject given the economy?

3) Do most solos have their own logo?

4) Would you enjoy a Solo PR Pro Facebook page?

See the full chat transcript in PDF for key insights from top solo PR pros on how to handle these situations.

How have you handled issues related to your own downtime or workload? Any additional bits of advice you can share?

PR Consulting Clients Want Specialists

Kellye Crane — Tue, 09 Feb 2010 11:30:08 +0000

This is a guest post from Kevin Dinino, Founder & CEO, KCD Public Relations Inc.

I started out like many in the PR field, as a generalist Account Executive at a mid-size PR agency pre-Internet bubble. Once the sky started to fall and clients such as Neopets.com disappeared overnight, I was moved to start supporting large financial firms involved in venture capital and leveraged buyouts.

It was a rewarding job, working with these masters of the universe and becoming immersed in the financial media and learning how no news sometimes was a good thing. Two years later, I was lured to the wonderful world of Wall Street, working in PR for a large brokerage firm, promoting financial advisors in their local markets. It was great to travel across the country and drive media interest in local markets help build their brand.

A move across country to sunny San Diego allowed me to head the PR department for a similar brokerage and help craft PR campaigns with some of the larger and reputable independent financial advisors in the country. No one expected the great financial collapse of 2008 and before I knew it, my position had been jettisoned.

Eager to continue my love affair with the financial media, my former employer and I agreed that I would hang out my own shingle and offer my PR services to their clients. I was always an entrepreneur at heart and slowly started the process of founding my new firm, KCD Public Relations.

What I learned early on was that I had a very unique network of contacts and a former employer that was willing to market my business. These factors led me to the easy decision to position my firm as a specialty shop, working directly with financial services firms (and financial advisors) on PR campaigns, leveraging my 10+ years of industry experience. I have found that clients want to work with a specialist vs. a generalist – so every marketing piece for my agency (Web site, social media, brochures, etc) is geared to appeal to a financial services firm.

The results have been tremendous – KCD PR has grown from two initial clients to close to 10 and I’ve been able to leverage more industry expertise to work on behalf of the firm. In some ways it might sound counterintuitive that the more you specialize the more success you find, but that’s certainly been my experience. Find what you do best and then reap the rewards.

What have you found in your own business? Are the benefits of specializing worth the perceived risks?

Don’t Be PR Roadkill

Kellye Crane — Wed, 27 Jan 2010 12:00:12 +0000

How can a public relations professional become PR roadkill? By continuing to ignore social media.

Like an old Looney Tunes cartoon, there are throngs of pros about to stampede by and leave you in their dust. I wanted to offer up one final tough love post on the importance of social media, because for PR consultants no one else is going to tell you this – they just won’t hire you.

We’ve talked before about diving into social media, and how being online and using tools like Twitter are important to your business. As yet another example of the critical role social media is playing in public relations today, a national survey recently found that an overwhelming majority of reporters and editors now depend on social media sources when researching their stories:

89% said they turn to blogs for story research
65% to social media sites such as Facebook and LinkedIn
52% to microblogging services such as Twitter

So, even if you consider yourself a traditional PR person targeting traditional media, social media has invaded your turf. We can’t look at social media as “someone else’s problem” – if you don’t use and engage with social media, you’re putting yourself and your clients at a distinct disadvantage.

This blog (like most other PR resources) will continue to cover social media information and tactics, but there will be less remedial information included to provide you with background. No one knows everything there is to know about social media and where it’s going, but we all need to be out there learning and experimenting.

Are you one of those who’s realizing that 2010 is here and you forgot to learn about social media? No time like the present! Here are a few resources you may find helpful:

The Modern PR series (on this blog)
Luckie’s 30-Day Social Media Makeover
Groundswell: Winning in a World Transformed by Social Technologies, by Charlene Li and Josh Bernoff (book)
The New Rules of Marketing and PR: by David Meerman Scott (book)
Social Media Trends for 2010, by Jeremiah Owyang (excellent slides for intermediate and advanced social media “learners”)
What the F**K is Social Media (PG-13 rated slides)

What role do you think social media will play in public relations (agree or disagree)? What resources would you add to the list?

Tips on Twitter Lists, Podcasts and More

Kellye Crane — Thu, 03 Dec 2009 17:17:14 +0000

The #solopr chat on Twitter this week was another excellent example of how the Solo PR Pro community continues to be an excellent source of inspiration, ideas and resources for each other. One of the most lively discussions took place around Twitter’s fairly new List feature.

While many of us (myself included) have yet to find our Twitter List mojo, many independent consultants are finding them very useful. Some of the top tips include:

Twitter lists allow you to watch tweets from a given demographic (a client’s industry, for example) without having to follow each person
By researching the Twitter lists of others, you can easily find large groups of tweeters relevant to a particular project to follow. As Kristie Aylett notes, use “Search or Find People to find one or two that fit the project. Then review the lists they’re on.”
See what lists you’re on to get a feel for how you’re perceived by others on Twitter
Third-party clients, like TweetDeck, are adding support for Twitter lists so you can see the Tweets on screen, alongside your established groups

Be sure to check out the full transcript (here in PDF) to learn more about how leading PR professionals are using Twitter lists (Q1). In addition, the transcript also includes helpful discussions on the following:

Q2: Has anyone used a podcast for PR strategies? If so, how?

Q3: Besides blogging, what types of self-promotion or thought leadership do you (as a solo pr) do?

Q4:What are you doing for holiday gifts for clients?

(Note that this transcript, via Twitter search, is in reverse chronological order.)

What do you think about the Twitter list tips, and what insights would you add? Do you have any experience with podcasts you’d like to share? Let us know your two cents on these and the other topics in the comments, and mark your calendars for the #solopr chat – held each Wednesday from 1-2 p.m. Eastern!

How do you distribute news?

Kellye Crane — Thu, 19 Nov 2009 17:28:19 +0000

This week’s #solopr chat – held each Wednesday from 1-2 p.m. Eastern on Twitter – got into the nitty gritty of one of the top issues facing PR professionals today: news distribution.

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:

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.

Wisdom of #solopr Chatters

Kellye Crane — Sun, 15 Nov 2009 23:21:52 +0000

The November 11 edition of the #solopr Twitter chat took on a life of its own (as all good chats do). We tackled tough topics, including the extent to which agency experience is helpful to Solo PR Pros, and whether PRSA membership is useful to an independent practitioner. Multiple viewpoints were expressed on all sides (always respectful), and some participants were persuaded to change their minds.

Unfortunately, due to some technical difficulties, we don’t have a full transcript of the entire session in one place. What the Hashtag has the second half of the chat available (also here in PDF), and for historical purposes I’ve attempted to cobble together the first half using screen captures from Twitter Search (available for download in PDF). I suppose this is a good reminder to all of us not to take the transcripts for granted – join us live if you can. Anyone with a Twitter account is welcome to join us each Wednesday from 1-2 p.m. Eastern!

A special thanks to this week’s top contributors:

What do you think about this week’s topics? Let us know in the comments.

Mentors for Each Other – 10.28.09 #solopr Chat

Kellye Crane — Fri, 30 Oct 2009 16:22:19 +0000

October 28, 2009, the date of this week’s #solopr Twitter chat, was a proud day for me. Why? Because I was unable to participate in the chat due to travel, and it proceeded full steam ahead without me. What a terrific testament to the community of Solo PR Pros that continues to grow and learn from one another!

Thanks to the expert moderating abilities of accomplished PR consultant Cherisse F Rivera, this week’s #solopr Twitter chat included tons of tips on the following topics:

How do you go about building your media lists within a solo’s budget?
Do you have a mentor? If you do, how did you approach or build relationship?
How often do you find yourself consulting on more than just PR and what does it tend to involve?
What are your key resources you use on a daily basis? Specifically online? Social Media?

The chats are held each Wednesday from 1-2 p.m. Eastern, and anyone with a Twitter account can join in! Welcome to all the new chatters who joined this week, and a special thanks to this session’s top contributors:

If you weren’t able to participate, be sure to checkout the transcript either in PDF or online. My favorite quote from the chat came from Sarah Dawley, who noted “I consider everyone who participates in these #solopr chats mentors. We’re sharing exp & knowledge with each other.” I couldn’t agree more!

How would you weigh in on these topics? Be sure to let us know your advice in the comments.