Become a Freelance Public Relations Consultant
How to Start, Market, and Operate a PR Business from Home
Jun 17, 2009
Public relations is viewed as an exciting and highly desirable field among career changers and new college graduates. There's a growing pool of professionals with entrepreneurial spirits who would prefer to launch PR agencies from home. Knowing how to start a public relations business is the first step to launching an exciting career in this very popular field. While the task may seem daunting, it can be done easily when the proper steps are taken to package and market one's services.
Establish the Public Relations Firm as a Legal Business Entity
Starting a public relations business is an exciting prospect, but there are several legal considerations that should be explored.
- Registration and Licensing – One must register his or her business with the Secretary of State before providing a product or service to the public. Small consultancies are not exempt from this rule, and must make sure that the business is properly licensed by its local and state government.
- Taxes – The firm will need a tax identification number. Tax IDs are free, and can be obtained on the Internal Revenue Service's website.
- Insurance – Business insurance policies protect firms, large and small in the event of a loss to their property or files. The coverage also includes liability protection, which may prove useful if a lawsuit against the firm is ever filed.
- Business banking – In many cases, clients feel more comfortable writing checks to businesses than they do individuals. Open an account in the business' name to keep personal funds separate from business funds, and to project a professional image.
Choose a Public Relations Specialty
Successful freelance public relations practitioners know the importance of having a specialty. While one may find it tempting to market his or her services as broadly as possible, doing so could be harmful to a fledgling firm for the following reasons:
- Advertising –Marketing dollars are better spent on target markets than hit-or-miss campaigns. Develop one effective campaign and use it consistently to draw clients in a specific market.
- Knowledge – It will be easier to develop a strong knowledge base if one centralized area is chosen than if a broad array of specialties are chosen.
- Networking – Specialists are viewed as resources, and are more likely to receive referrals.
The following is a list of the groups that are most commonly targeted by freelance public relations consultants:
- Non-profit organizations
- Small to medium-sized businesses
- Large businesses only
- Faith-based organizations
- Authors and speakers
- Entertainers / Entertainment Businesses
- Sports Figures / Sporting Events
- Small technology firms
Marketing the Business
Once the business is registered as a legal entity and a specialty is chosen, it is time to start the process of marketing, or packaging and distributing, the firm's services. This can be done by:
- Creating an attractive, modern, and informative website complete with writing samples.
- Designing a logo, adopting a slogan, and incorporating these items into the firm's full-color brochures and business card design.
- Advertising the business by cold calling prospects and via direct mail.
- Networking with prospects at business affairs and other functions.
Overcoming the Experience Hurdle
Some prospects are hesitant to work with inexperienced PR consultants. Public relations specialists who lack strong portfolios can strengthen their reputations and grow their lists of contacts by offering their services for free, or "pro bono," to the first one or two clients serviced. The following are three examples of free services that can be provided by new PR professionals:
- Offer to get the client some free advertising by placing a press release in one or two news publications within thirty days.
- Offer to boost the client's reputation by arranging an interview for him or her in a trade publication.
- Offer to overhaul the client's website. Replace drab material with well-written copy. Assist the client with search engine optimization by incorporating keyword-rich content and by creating a strong web presence.
One should only provide his or her services without pay on a short-term basis. The "pro bono" period is essentially an extended job interview that should be subject to contract limitations. When the free work is finished, one should always ask for a paid contract.
Successful public relations businesses take time time to blossom, but often do grow and thrive with patience, proper marketing, and persistence.
