Mastering the Freelance PR Game

Marketing yourself as a PR freelancer is akin to crafting a compelling narrative for a top-tier client, except in this case, the client is you. The marketplace is crowded, buzzing with talent vying for attention. Standing out demands a blend of strategic thinking, authentic storytelling, and relentless networking.

I’ve taken my last bow from the world of PR freelance consulting, but I have a few hard-earned thoughts after fourteen years in the game .

Let’s break down how to do this effectively.

Drill Down on Your Skillset

When I started out, I was hungry. Literally. And I decided to do all things for all people. I am a great writer, communications strategist, crisis coms consultant and brand manager. However, I’m not as great at creating comprehensive marketing and advertising plans. Yet several clients wanted me to do those things and I occasionally did the old “fake it ‘til you make it” on those skillsets, and while I got better at it, I didn’t like doing it and I think it showed at various junctures. It was a compliment, but ultimately it didn’t yield the best possible results.

It was when I drilled down and focused on storytelling, content creation, crisis communication planning, and communications strategy that my confidence and authority soared, and, as a result, my practice bloomed.

Craft Your Unique Story

Begin by defining your unique selling proposition (USP). What makes you different? Perhaps it’s your knack for turning complex topics into digestible content or your track record of securing coverage in top-tier media outlets. Whatever it is, your USP should resonate through every piece of your marketing material, from your website to your social media profiles. Think of yourself as a brand—what story do you want to tell?

Polish Your Digital Footprint

Your online presence is your portfolio. Start with a professional website showcasing your successes, services, and testimonials. A blog can further illustrate your expertise, offering insights into the PR industry or case studies of past campaigns. On social media, engage with both current and potential clients by sharing industry news, your latest successes, and insights. Platforms like LinkedIn are invaluable for establishing your professional brand, while Twitter and Instagram can showcase your personality and professional acumen.

I cannot, for the life of me, understand people who, freelancer or no, do not update their LinkedIn at the very least . It’s a lot tougher to get that new freelancing gig or a regular full-time job when you have no credible, updated online presence or network.

Network Relentlessly

Speaking of network…the adage "It’s not what you know, but who you know" rings especially true in PR. Attend industry meetups, conferences, and webinars. But networking isn’t just about collecting business cards; it’s about fostering genuine relationships. Be curious, be genuine, and always follow up. Even in our digital age, a personal touch goes a long way. Get active as a networker. It’s part of your job.

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Leverage Content Marketing

Show, don’t just tell. Use content marketing to demonstrate your expertise. Write articles or reports (LinkedIn, Medium, Substack, etc.) on PR trends, pitch guest posts to industry blogs, or release white papers on effective communication strategies. By providing value upfront, you position yourself as an expert, someone potential clients will turn to when they need PR services.

It works.

Ask for Testimonials and Referrals

Satisfied clients are your best advocates. Don’t hesitate to ask for testimonials and to make your successful collaborations known. Word of mouth is powerful; encourage your happy clients to refer you to others. Sometimes, a simple request is all it takes to open new doors.

And if you don’t ask, you rarely get.

Stay Educated and Certified

The PR landscape is ever evolving, with new tools and platforms emerging constantly. Stay ahead by investing in your professional development. Attend workshops, take courses, and consider certifications that can enhance your skill set. This not only enriches your service offering but also demonstrates your commitment to staying at the forefront of your industry.

I have been an early adopter of communications tech and trends: podcasting, social media, etc. It pays off!

Offer Something Extra

In a sea of freelancers, extra value can make you memorable. Perhaps it’s a free initial consultation (but keep it brief and top level—trust me on this: people rarely value anything they get for free), a custom PR strategy roadmap for new clients, or a monthly newsletter with PR tips and trends. These added touches can make potential clients feel valued and more inclined to choose you over competitors.

Business Karma

I am a firm believer in business karma. Referrals and collaboration are the gifts that keep on giving. I referred and continue to refer to pros who can do a job better than me all the time. Collaborate with other freelancers or agencies that offer complementary services, such as graphic design, SEO, or content writing. These partnerships can not only expand your service offering but also open up new client pipelines. Plus, collaboration fosters a sense of community over competition, which can be incredibly enriching professionally and personally.

In marketing yourself as a PR freelancer, the key is to be proactive, authentic, and always looking for ways to provide value. By crafting a compelling personal brand, maintaining a robust digital presence, networking with purpose, and continuously honing your skills, you’ll not only attract clients but also build lasting relationships.

Remember, in the realm of PR, your reputation is your most valuable asset. Nurture it with the same care and strategic insight you apply to your clients’ campaigns, and you'll not only succeed; you’ll excel.

Good luck!