There are a number of indications that the economy is slowly picking up. In addition to a minor uptick in spending, jobless claims have fallen to 17-month low and CNN reports that “more than half (54%) of companies that froze salaries in 2009 are planning a thaw over the next few months.”

These stats may be just a ray of light for job seekers, but they’re excellent news for solo PR pros. It’s a known fact that hiring lags a recovery. So, what happens to that resource-strapped director of marketing who just got the go-ahead for a pet PR project, but hasn’t been given the green light to re-hire for the positions left vacant by laid off employees? They hire a consultant to help with the workload.

The upswing for PR consulting is upon us. And with each down cycle of the economy, more people have positive experiences with consultants, which result in more opportunities long-term. 2010 is the year we show our worth – let’s go get ‘em!

Are you seeing any signs of the upswing? How are you making the most of the current environment?

Like this post? Consider subscribing to Solo PR Pro, either by e-mail or RSS Reader. It’s free!

Photo credit:laurenatclemson

After speaking on Kami Huyse’s panel on “Building Relationships with the Digerati” at the recent PRSA International Conference, Matthew Henry of Child’s Play x2 (one of a growing group of Dad bloggers) was kind enough to sit down with me. According to his bio, Matt’s been “chronicling the highs and lows of parenting twins since he knocked up his wife in 2004.” I approached Matt after the session because (in addition to being funny) I found him extremely reasonable, with a message PR pros need to hear:

Does the fact that most bloggers make little to no money from their endeavors impact the way you work with them? How are you working to avoid the no-nos, and what have you done that’s resulted in success?

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.

The question resurfaced this week as a high-profile panel was held in Boston during a meeting of the Web Innovators Group on “An Entrepreneur’s Guide to Bootstrapping PR.” Excellent re-caps from those present at the discussion are available, but the gist is that the panel – sans a public relations representative – equated PR with media relations, and suggested that startups can do it just as well on their own.

Of course, PR professionals of all stripes bristle at this notion, but Solo PR Pros have a unique take. During Wednesday’s #solopr Twitter chat, a group of seasoned and successful independent PR consultants shared their thoughts about the role of PR, and the especially advantageous relationship that can exist between an independent PR counselor and a new business.

We first focused on the role PR plays for startups. Keeping in mind that Twitter’s 140 character limit, some highlights:

• krisTK: We advise startups to think about who they need to reach to be successful. Publicity is but one way to reach key audiences
• LuAnnGlowacz: I’m not a publicist. No offense to publicists. A message should be honed by PR before publicity or media relations take place
• akenn: Important PR service to startups=helping to articulate the startup’s value to various audiences & differentiate from competitors
• kelleylynnk: hey –anyone can buy a Cision/Vocus license. PR value is counsel, approach, strategy
• mdbarber: I always start with helping the biz figure out what their goals, targets are. Then, the plan comes…
• SunRiseCom: We provide realistic counsel and should help set expectations along with overall strategy of the new biz
• susanditz: With startups, often we have to begin with basic biz plan, identifying market, audience, differentiators, messaging B4 creating communications plan
• BettyEllis: To really add value, we must be like management consultants but with a PR-directed focus

The chat participants then discussed the special role that we, as independent consultants, can play for entrepreneurs:

• krisTK: PR consultants develop strong ties to clients, share their enthusiasm about the venture, attuned to needs, understand challenges
• mdbarber: As entrepreneurs ourselves, we’re better able to understand their needs. We come from same place
• kelleylynnk: There was a comment [during the panel] that agencies don’t get out of bed for less than $4k a month – good reason to opt for solo folks!
• LScribner: With a #solopr, startups get more senior level attn and guidance. Agencies usually pull the bait/switch and put very junior team on the acct
• KellyeCrane: Independent consultants (w/lower overhead) can be more flexible – scaling up and down as needs warrant.
• LScribner: #solopr consultants become more in tune with the company, similar to in-house, stronger relationships are built
• mdbarber: Our virtual networks can be an advantage – we put together individualized teams for each client rather than cookie cutter.
• SarahDawley: Along w/realistic counsel, I think consultants provide a more relational & inspirational outlook for a new biz than a big agency
• kelleylynnk: solo folks can work w/companies they want, as opposed to having to take a client for the $$ to pay existing staff
• KellyeCrane: Independents tend to only work w/companies they’re passionate about- huge advantage for clients
• cherissef: I also know that we can become advocates for startups. I love that I become part of their team.

These are just a few nuggets from an especially lively #solopr chat – read the full transcript here. Do you agree with the assertion that cash-strapped startups should consider PR entrepreneurs, rather than go it alone? What considerations would you add?

—–

Join us each Wednesday from 1-2 p.m. Eastern time on Twitter for the #solopr chat. If you enjoyed this post, please consider subscribing to Solo PR Pro, either by e-mail or RSS Reader. It’s free!

 Today, it’s time to come out from behind the curtain. Chalk this up as yet another way that social media has changed our world.

PR pros have never been accused of being shrinking violets, so it would probably come as a surprise to outsiders that for many of us, speaking out via social media feels just plain weird at first. Some PR consultants experience an attack of stage fright. We’re still trying to adjust to giving up control of the message, and now we need to do that while publicly on display?

 The key to feeling comfortable is to give a little thought to what your online voice will be, and then just do what comes naturally and be yourself. Be aware that there are some people (one might call them purists) who say that you should be your whole self, all the time. To them, this is what they mean by transparent. But I’m in the camp that believes you can be transparent and authentic without “letting it all hang out.”

For example, a few things you may want to consider include:

• Will you curse or be otherwise salty/bawdy? Think about generational differences in perceptions of this, as well.
• How much (if anything) will you say about your family?
• Is your outlook/personality generally snarky, positive, curmudgeonly, peppy or “just the facts”? Without thinking about it, you can find yourself sounding unlike who you are in “real life.” Giving this a little thought at the onset will help prevent that from happening.
• How much will you reveal about your location at any given time? This is a safety issue, and each person’s comfort level differs.

 While there are few rules in social media, there are some that are hard and fast:

• Never misrepresent yourself. Honesty is the only policy.
• Give before you get. We’ll be talking about this more in future posts, but social media is about sharing. Using it to sell/pitch only, and before you have established yourself, is the fastest way to be labeled a spammer.
• Don’t talk negatively about your clients, their location, or anything that might offend them (this seems like a duh, but you might be surprised!)

 Whatever your background and level of experience you have a unique point of view – join the conversations in social media and share it with the world!

 Have you ever had any qualms about participating in social media? Did you do anything to help overcome the “stage fright”?