Starting a Home-Based Public Relations Business

Public relations is the business of helping individuals, businesses, or groups interact with and present themselves to the public. This may involve managing campaigns to mitigate the effects of "bad news" or may involve ongoing efforts to improve the public perception of a company or organization. Public relations efforts may utilize multiple forms of media, including television, radio, Internet, newspapers, and more.

The United States Department of Labor Bureau of Labor Statistics (BLS) compiles occupational projections data on many occupations, including public relations. BLS distinguishes between public relations specialists and public relations managers in their occupational classifications.

These combined public relations occupations accounted for more than 330,000 jobs in 2008. BLS projects a 12.9 percent increase in public relations manager jobs during the decade from 2008 - 2018, while projecting a 24 percent increase in public relations specialist jobs during the same period. Median annual wages for public relations managers are reported to be "very high" for public relations managers at $89,430, while median annual wages for public relations specialists are reported to be "high" at $51,280. 4.5 percent of public relations specialists were self-employed during 2008.

Getting Started

Starting a home-based, public relations business may begin with your new business as the first client. In other words, new public relations businesses usually find it necessary to get the word out about their own business in order to attract clients. New clients can not call a public relations business (or any business) that is unknown.

This is a good time to begin developing relationships with local media outlets. This is also a good time to develop relationships with any specialty media networks for the industries you plan to specialize in serving. For example, a public relations business that specializes in representing the health care industry will need to be familiar with publications and media outlets that serve the health care industry, as well as with local media options in the community.

Starting a home-based, public relations business will require all of the customary office essentials like phone, Internet access, e-mail, and a computer with printer.

Marketing

Successful marketing campaigns begin with a clear understanding of what message you are trying to communicate, and of the market which you are trying to reach. Consider your new public relations business as a client. The following questions can help to clarify your message:

* What message do you want to share with the world?

* What types of clients or industries does your public relations company serve?

* How can potential clients contact you for more information?

* Why should clients choose your public relations business over a competitor's public relations business?

Thinking about these and similar questions can help to clarify the message that you want to broadcast to potential clients.

Press releases about business news are run free in many newspapers. Additionally, business journalists or producers will sometimes follow up on a press release and write an entire news article or produce a television segment as a result of the press release. Sending a carefully prepared press release to all appropriate media outlets can generate a lot of free publicity for your new public relations business.

Business cards are essential tools for many business people. Professionally printed cards allow you to provide a potential client all of your contact information any time the opportunity arises. Business cards also serve to increase your image as a professional.

A business website is an essential marketing tool for any modern, public relations business. Websites are probably the most cost-effective marketing solution the business world has ever seen. A business website can display contact information, testimonials, a portfolio, and information about the business all in one convenient and globally accessible place. A business website is also a great place to display links to social media accounts like those on Facebook and Twitter, and to include a sign-up form for an e-mail newsletter.

Joining the local chamber of commerce and similar civic groups can provide many opportunities for networking and for meeting other business people who may need public relations services. These organizations are typically found in every town or county and can provide invaluable networking and educational opportunities.

Cautions

Know when to outsource. The public relations business will involve working with many media formats (video, audio, text, photographs, etc.) No one does everything equally well. Perhaps you are a good writer and photographer, but are not experienced with video production. In this case, outsourcing your video production will save a lot of headaches and will probably result in a better finished product.

Know when a project is beyond your competency. Bigger is not always better if you are not prepared to handle the larger or more complicated project. Larger or additional projects may sometimes be handled by hiring staff or outsourcing components of the project to trusted freelancers. Some projects may require expertise or resources that a small, public relations business may not possess. In these situations, it is better to decline to accept a project than to end up with a dissatisfied client because your business was unable to deliver what was expected. To a certain extent all small businesses occasionally face this dilemma; however, the very public nature of the public relations business carries the risk of any failure also being painfully public.

Conclusion

Starting a home-based, public relations business can be a good business opportunity for the entrepreneur who has good people skills and communication skills. The public relations business is well suited to operating as a home-based business.

SOURCES

United States Department of Labor. Bureau of Labor Statistics. Site accessed on 7 October 2010.

Guy Bergstrom. What is Public Relations, and How Do You Do It? About.com. Site accessed on 13 January 2011.

Jennifer Boyes. Starting a Public Relations Career. Suite101.com. Site accessed on 3 December 2010.

How to Start a Public Relations Business 1-2-3. Home Inc. Business Center. Site accessed on 3 December 2010.

Startup Idea - Public Relations. Entrepreneur. Site accessed on 3 December 2010.