- 1). Identify the types of businesses and events that stir your passions. If, for instance, you love the performing arts, you may want to specialize in public relations activities that encourage corporate and private donations, attract new subscribers and promote upcoming concerts, theatrical productions, or gallery openings. If you're more interested in helping new companies and stores get off the ground, you may want to build your business around consumer research, image design and branding and product placement.
- 2). Decide whether you want to go solo as a freelance PR consultant or hire a team of associates. While it takes less capital to go solo--coupled with the fact you can start on a part-time basis until you get established--you still need to have a working knowledge of how PR works, excellent communication skills and access to both a client and media base. (See Tips.)
- 3). Decide whether your service area is going to be based on geographical boundaries. If you plan to routinely travel outside the area in which you live, you'll need to factor travel and lodging expenses into your operating budget.
- 4). Research the existing PR professionals in your area to get a sense of who is handling what. If, for example, you have a narrow focus to only publicize local musicians, you may find that they are already being represented by someone else with whom they're very happy.
- 5). Glean experience of the PR industry by going to work for someone else before you strike out on your own. Too often, one's impression of what a PR person does is predicated on movies and television shows in which characters who work for ad agencies never seem to spend any time doing actual work. The reality is that this isn't a 9 to 5 weekday job. Observing the demands of PR personnel and participating in events is a good test of whether you have the aptitude and stamina for this career.
- 6). Write your business plan and secure your funding. One of the best resources available to you is the Small Business Administration website, which walks you through the steps of defining your agency objectives, creating a budget, and requesting start-up capital.
- 7). Acquire your business license. You will also need to get a Federal tax ID number from the Internal Revenue Service and, if you are going to give your business a name other than your own, you'll need to go through your state's Secretary of State's office to register that corporate identity.
- 8). Design business cards, brochures and a professional website. Your brochures and website should give prospective clients an overview of the services you provide (i.e., press releases, copy editing, graphics, speech writing, etc.) and an explanation of your fees (i.e., hourly rate, project package, or monthly retainer). Include testimonials from satisfied clients.
- 9). Keep an eye out for new businesses that are opening in your community. Fledgling PR firms need to be skilled at making cold calls, dropping off brochures and business cards, and projecting enthusiasm. They may not need you right now, but they will remember down the road if you were supportive of their new endeavor.
- 10
Network with PR industry professionals, join trade associations and make yourself known at your local Chamber of Commerce and at fundraising events for charitable organizations. - 11
Introduce yourself to members of the media and familiarize yourself with the kinds of stories they like to cover, what their publishing deadlines are and how much advance notice they need for special events. Always invite the press to the latter and ensure they have good seating. - 12
Subscribe to industry trade publications as part of your ongoing continuing education. - 13
Keep detailed records and always ensure that your media contacts list is up to date.
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