Autumn is my favorite season of the year. It’s not just the high drama of the fiery foliage, leaves crunching underfoot, the wind whistling through the trees, acorns thumping down on the pavement below (while I do love all of this). It’s also a time of great reflection and preparation for the coming winter months. Like any other mammal, I’m readying for the cold season–fretting here and there getting my cave ready for  a sort of professional hibernation.

When it comes to business, this certainly means generating leads to last me through the colder months.  I do some of my best prospecting in the fall. Because the season is ripe for events of all kinds, I find myself on the circuit more than normal, so it’s a great time to network. This greater movement coupled with the  biological need to prepare for a physical and seasonal slow-down, I’m motivated to get out there and get some business to last me at least until the next thaw.

This September, after a busy summer of working with one of my main clients on our big annual project, I got to work reaching out to prospects who I thought might be a good fit for my services and followed up on a number of leads. I received an overwhelming number of positive responses. One response that stood out to me most was from a national cultural organization that I was *dying* to work with. The contact told me that my timing was “excellent” because the organization is gearing up for it’s ten year anniversary next fall. So they will definitely start the process of working with a public relations consultancy much like mine very very soon.

I think fall is a busy time for most of us because of the back to school season, gala season, etc. And the holiday season is busy in its own way. But the very end of the year and the very beginning of the new year can be rough for some PR pros, especially independents, who are between contracts. My advice? Look forward, towards “the thaw”.

Think Spring. For your existing clients, already start thinking and talking about great campaigns for spring. Especially if your contract is up at the end of the calendar year, let your current clients know that you see yourself on their team past the winter months.  Don’t give away all of your great spring ideas, of course, but let them know that you enjoy working with them and look forward to continuing the relationship and are hoping to renew a contract at the beginning of the year.

Prospect 2-3 Years Out. To do this, you can study calendars and conference schedules. If you’re looking to build a relationship with a new, dream client, keep your eyes peeled for large conferences that may be coming to your city. You may be able to help an organization facilitate a nice  reception for local leaders on the ground. Large conferences are generally booked 1-2 years in advance, sometimes more, so you have time to develop your pitch. If a large event isn’t coming to your city until 2011 or 2012 even, you have time to get your ideas together, research the proper contacts and even do some targeted in-person networking before you pull the trigger. Obviously, if you want to land a good client for 2010, you need to have started yesterday. But there is still time. There are a lot of great conferences happening towards the end of the year. Find out when and where they are and whether or not you can help out on them.

Keep an Ear to the Business Ground. An organization’s launch, anniversary, etc. is obviously a great opportunity to introduce yourself to a public relations prospect; many times the organization or business that’s having the anniversary isn’t in planning mode, so it’s up to the enterprising  to capitalize on insider knowledge. So keep your ear to the business streets by knowing what business projects are in the pipeline of your industry. I read the Washington Business Journal’s business leads section for general ideas about what’s going on behind the storefronts-who’s applying for business licenses and liquor licenses, who just registered a business, etc. As long as it’s not another PR firm, there’s a chance they could need PR, right? So just ask yourself the questions that pertain to the kind of PR that you do. What restaurants will be opening in a few months? What art galleries will be hosting the work of a prominent artist in the spring? What organization will be releasing an important study and will need help putting together a press conference? Now is the time to begin the big PR push.

Stay Way Ahead of the Prospect. Whatever your field of interest, always be a few months ahead of the potential client so that you can approach them before they even realize that they need you. When they do realize they need you, they may value you even more for your timing and instincts.

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Eleventh Hour Requests: Turn it down or turn it around?

Ah the constant considerations and mental multi-tasking that make up the ever-evolving job description of the public relations professional. We’re the unofficial keeper of the company brand. The assessor of image and public sentiment. But we also keep up with the daily duties that must be made systematic; the tasks that without our thinking must become second nature, commonplace, routine.

Long-range and short range pitching and planning.  Searching for angles, securing opportunities for spokespersons, leveraging excitement around campaigns/seasons/holidays. The list goes on. Yet all of these tasks fit neatly into a package that clients and the public will eventually see as a finished, polished product.

But how do we get there? And how do we handle those eleventh hour requests from would-be clients who think it’s so easy to get there?

How many times have you been approached by an amazing potential client with an amazing story or an amazing product for which you could create an amazing pitch except this would-be client gave you absolutely no time to do your job? As in, one week to pull off a campaign? Or better yet two days? [Yes, this has happened to me.]

While this may fly at a large agency that has minions working around the clock, you may be dealing with 2-3 people max when you are working with a smaller firm. As PRos, we have to ask for, no, we have to demand time. And this may mean explaining that hey, when you work with a smaller firm you’re not dealing with layers of bureaucracy, or dozens of junior staff members.  You’re dealing with a greater attention to detail, a higher level of customer service, and of course a lower overhead.

Don’t be ashamed to turn down a project because there isn’t enough time to turn it around. Believe it or not, just because you are a public relations pro, doesn’t make you a magician. As with anything else, it takes time to do a thorough job and produce professional results. Clients expect nothing less than that from you. Demand that same level of professionalism from your clients.

When you are running your own consultancy, it’s easy to get caught up in how to get clients, keep clients, and how to get more out of clients. The client chase as I like to call it, is probably the number one consumer of a consultant’s time, outside of doing actual consulting work. We’re so obsessed with getting and growing that we sometimes fail to take the time to think long and hard about the people who we have supporting us.

Because at one point or another, you will come to depend on the services of a freelancer or subcontractor to help you with your client work. While you’ve heard me talk about the kind of clients to avoid, there also quite a few subcontractors to avoid, too.  Here are a few subcontractors to steer clear of:

The Diva Don’t let the feminine title fool you: a diva can be male or female. It’s the attitude and behavior of this dangerous contractor that will clue you in. Divas are generally very inexperienced and lack business acumen; they don’t understand the ins and outs of running a business so their actions and attitudes indicate as much.

The diva wants to do all of the glamorous things-attend red carpet events, get photographed, hook her friends up with VIP tickets, mix and mingle with the client or worse yet, the stars. But the diva does not want to do the simple tasks that keep the firm afloat. The diva does not want to be told what to do; the diva wants to tell you what she’s going to do.

There are service-oriented divas. The copywriter who can’t stand to be edited.The graphic designer who refuses to grant client requests because said requests will diminish “the integrity” of his “artistic work”.  Whatever the case may be, all divas have similar core characteristics: they think that somehow they are above instruction or menial tasks. They think you’re an idiot, and that they should already be running the show.

The Ditz Don’t we all know a ditz? This lovable character somehow makes it past even the most stringent screening processes and finds him or herself at work in the best firms. You know the ditz: you have to repeat everything to him 3 times. You spend so much time explaining a task that you wonder to yourself, would it have been faster to have just done it yourself. Read the full story

You’ve seen the ads on the job boards: social media specialist, social media strategist, digital communications expert. Major corporations and organizations can see the value of social media, so they’re creating new positions to fill this role.

For the freelancers and consultants, social media is a perfect niche field for you to start or grow your freelancing practice. But don’t stand on the sidelines for too long: social media is super hot right now, but it’s only a matter of time before it grows beyond the purview of specialists and becomes just another ubiquitous subset of communications that every communicator is forced to master.

You know the feeling. You’re working on a new project and you’re in the zone. Your brain is rapid firing idea after idea; you’re drowning in a deluge of creativity. You’re thinking to yourself, “Wow...this client is doing some amazing work in the community,” or “This campaign is briliant; it’s so cutting-edge, the PR element needs to be over the top…” Especially when you have a new client whom you are trying desperately to impress, it seems that the ideas just keep coming and coming; you’re ready to produce the YouTube video and tie the Twitter campaign to a creative giveaway. PR superhero to the rescue!

Not so fast. Hang your cape back up on its hook.

If you find yourself working on a project and the scope seems to grow in medias res, take the time to solidify the details of your compensation before you continue doing your work. It can be nearly impossible to do for those of us who tend to get inspired and want to just do the good work. But a big part of our jobs as communications professionals, frankly, is communicating these evolving scopes with our clients.  Educating the client on how long things take, what steps are involved and how much things cost is all a part of that communications challenge.

Should you find yourself ready to rush to save the day, keep these things in mind first:

Don’t Squeeze: The same way you wouldn’t try to squeeze size 8 thighs into size 2 jeans, don’t try to fit a 2-Year campaign Into a 6-Month Contract. When you do, you’re setting yourself up for failure. If your client has limited time and goals that would normally exceed the time frame, let them know that in the future they should plan ahead so that everyone has the time to do a great job. And then let them know what in your professional opinion can be successfully achieved in the time they have left. Read the full story

I am of the mindset that subcontracting is not just an economic means to an end, but more of an opportunity to learn on the job, and contribute to a worthwhile project that you wouldn’t have otherwise gotten the opportunity to work on. So my philosophy is not subcontracting=side hustle/extra money. To me, subcontracting is more akin to a paid apprenticeship that you should use to bolster your career profile. The experience you gain from subcontracting should be leveraged to get the next job or project.

But sadly, I know many wildly capable public relations professionals who ride the subcontracting train for far too long. As I mentioned in How to Subcontract Your Way to Success, subcontracting is a great way to get your feet wet and gain experience in a new industry. But there is a time to do it. And there is also a time to quit.

Just like those unfortunate “consultants” who go out on their own way too early, there are also those who linger on the train way past their stop. Instead of jumping off, they hide behind the larger, more confident personalities of those who aren’t afraid to be number one. And these talented but fearful professionals seldom if ever get paid what they are worth. Read the full story

Ah, the cheapskate client. How do I loathe thee? You may know him/her well. S/he masquerades as a serious prospect and raises everyone’s hopes. S/he requests a full-on proposal with no intentions of pulling the trigger. Or the worst: s/he orders the work and signs a contract, but never pays the invoice.

While seemingly harmless at first glance, the cheapskate client is quite dangerous. The CC wastes inordinate amounts of time and resources. Heaven forbid you have team members you have to pay (graphic designers, admin help, copywriters). Dealing with a cc, you could even end up in the red.

But during a recession, everyone wants to believe in the promises of the CC, because we’re all chasing that elusive (perhaps fictitious) pot of gold. We all want to believe in good intentions and the upfront promises that (my personal favorite) this will lead to “more work later down the road.” But since the CC can end up costing you in the end, it’s better to steer clear altogether. Here are a few ways to spot them. And once you spot the CC, please run. You were warned.

They Hint About Brokeness:  If you’re interviewing a potential client and they actually use the words “We don’t have a lot of money” or “We’re waiting for a grant to come in…” or worse yet, “We’re just starting out , so our budget for this is small….” please run. A lack of funds at the onset of a project probably means there will be a lack of funds when it’s time for you to get paid. And remember that blood is thicker than water: if an organization or company is financially struggling, they’re going to make sure they pay their own in-house staff before they take care of the consultants. That’s just how it is. Read the full story

I had lunch with a PR colleague last week and we did what we PR folks always do: talked shop, dished about our clients and ultimately built each other up. I have these sort of sessions often with my brothers and sisters in the public relations and marketing world, but for independent practitioners especially, I find it’s almost a required activity.

While lunching with my colleague, she said the most insightful thing.  One of the reasons our professional lives are filled with so much anxiety, aside from the fact that our jobs are built on countless uncertainties–the impossible to guarantee media coverage, the unforseen bad weather on the day of an outdoor event–is because we’re always trying to silence that annoying little voice in the back of our heads that says we’re only as good as our last project.

You know the drill. You do a great event, then another and another. But inevitably, you’re working on a project that was the victim of the organization’s poor planning, unrealistic expectations, or both.  The budget runs short and time runs out. You have to jerry-rig your way through, and you do, but you’re left with that unsavory taste in your mouth because as a PR professional, you take the good with the bad. You take full responsibility for the slightest mishap; and you’re understandably unnerved when the small  details don’t quite come together.

But you are not your last project, or even your next. Your career will not be judged on a tiny mistake, nor will it ultimately be gauged by a singular success. And since the big picture is so hard to see from the eye of the storm, here are a few ways to calm your nerves and boost your confidence when you’re in the middle of a public relations or marketing maelstrom.

Review the Home Runs: Every now and then, it does the ego good to glance back over your portfolio and take a gander at those projects that exceeded you and the client’s expectations.  Own that success and give yourself a pat on the back. Read the full story

A lot of you are transitioning from journalism or another industry to public relations, and are wondering how to gain the experience that will help you land your next gig. Some of you have volunteered as much as you can afford to and need to start bringing in the money while you continue to gain experience.

Subcontracting, or offering a specific service or skill on a project under another person/company’s contract,  is a great way to break into the industry and make money without the added responsibility of being in charge. You may not be ready for prime time but that doesn’t mean you can’t work under someone who is.

So how do you go about subcontracting? Where do you find projects and how do you convince someone to hire you? If you’re a recent graduate who’s looking to get a PR gig, or a mid-career professional who wants to make the leap over from another industry, here are some tips to guide you.

Take Stock. Identify your strengths as well as your weaknesses.  I recently discovered that I’m not really the party planner in terms of making an event look visually beautiful. I am gifted however, with event scripting and planning how an event will flow from moment to moment. So if I got a lead on an event planning project, I would not bill myself as the expert in floral arrangements or banners. But remarks? Run of show? I’m your girl.

My point is, take stock of what you’re really good at, and use that to get your foot in the door. During your subcontracting gig, you’ll invariably learn new skills to add to your repertoire.  Build your skill set with each project so each time you approach someone, you’ll have more and more services to offer.

Create a Portfolio. I  recommend creating a  portfolio and posting it online, and adding the hyperlink to your e-mail signature.  But this document should also come in an easy to email format (preferably an easy to e-mail pdf).  When you’re pitching yourself, you will inevitably hear the words “Send me something,” so  be ready with samples of your best work. If you’re a great writer, have your best clips handy. If you’re a graphic designer, your most beautiful creations. If you’re an event planner, create a portfolio that visually captures the essence of your most memorable events. Done a little media relations? Mock up a case study or two that includes your pitch and resulting coverage.

Analyze the News for Buried Leads-Pun Intended. This may sound like a no-brainer, but it bears repeating anyway.  You should always read the paper and follow the business section, your town’s business journal and any industry publications that pertain to you.  Look for interesting events, developments and projects that will be coming down the pipeline in the coming months.  Do some digging to find out who is doing the PR for a particular project so that you can approach them with your portfolio. Read the full story