[Originally posted November 2016. Updated July 2020]
Work is changing. Even prior to the Covid-19 pandemic, there was a large move to freelancing and this number will be bolstered significantly by lay-offs in the PR sector.
I have been freelance digital marketing consultant and copywriter for around ten years in total, including as a “digital nomad” in warm places over the cruel English winter. It can be daunting to go freelance for the first time. You’re swapping the relative security of agency life for a hustle.
Here are my tips for professionals planning to set out on a freelance comms career.
Starting out as a freelance PR
While you will enjoy the benefits of setting your own agenda, it may take some months before the work really starts to roll in. In normal times, I’d say make sure you have a solid financial buffer for the first few months and a cut-off point at which you will return to permanent work.
Setting up your freelance PR company
Be clear on whether you want to contract and work, say, three or six months on agency project/maternity cover, or whether you want to be a portfolio freelancer – in effect, a multi-client agency within yourself.
I do the latter and it enables me to be flexible. I offer technical copywriting and digital marketing training, but digital strategy and branding probably account for half my workload.
It’s really easy to set up a company nowadays and speak to an accountant about your set-up options for tax.
Speaking of which, get an accountant! A good one is worth their weight in gold. They’ll tell you what you can and can’t claim on expenses, and will take away the headache of filing tax and VAT returns. I use a tool called Kashflow to manage my invoicing and tax. You will need government-approved software anyway for filing VAT returns.
Make yourself known
Build a (good) mobile-responsive website, optimise it according to the topics/field you’re going to major in.
The reality is that most of your work will probably come from your personal network referrals, not inbound from search, but your website will be crucial in persuading those mutual contacts, especially if you are looking for digital consultancy work.
Blog well, blog regularly. Prospective clients will want to know how you think and act. I eased off blogging during the pandemic but am looking to post more regularly.
LinkedIn is your friend. Look for shout outs for freelancers and likewise on Twitter or relevant Facebook groups. Avoid job boards; it’s a race to the bottom.
Know your value
Never undersell yourself, especially if dealing with London-based clients. When starting out, it’s tempting to take the first gig that comes along. This is a big mistake if your gut-feel tells you it’s not for you. Invest in a relationship by all means, but make sure no one takes the proverbial by consistently asking for your time for free.
I set an ‘emergency’ weekend and holiday rate for any urgent client requests that interrupt what would typically be out-of-hours.
Spread the risk out. Personally, I won’t ever over-rely on one major client, preferring instead to have a number of mainly equal-sized clients.
Due to Brexit market uncertainty, I have deliberately sought out and won American and European clients who pay in US dollars and Euros.
As a small independent you are a perfect fit for startups. I love working with startups, it’s so rewarding to see the fruits of your counsel come to life, but I personally make sure that startups do not represent more than a quarter of my workload, where possible.
As a freelancer, you will have good months and lean months, but your time is your own. You will get tire-kickers but you will get a gut feel for any potential timewasters.
Are you a PR freelancer? What tips would you impart? We’d love to know in the comments below or via Twitter.