Intro to Independent PR: Part One with Robert Udowitz

According to the 2008 PRSA Membership Value Perception and Satisfaction Study, 6 percent of PRSA’s members are “independent practitioners”. This month’s “Intro to” series features two such professionals who once worked in agency, corporate and association PR and have since joined the ranks of independents.  Robert Udowitz, Principal at RFP Associates, LLC, spoke with Mike Greenberg of the New Professionals Section about life as an “indie”.  Check back on Friday, February 25 for part two of the series with Susan Rink, Rink Strategic Communications, LLC.

 

Mike:  What was your PR experience like before you decided to practice as an independent?

Robert:  I am entering my seventh year as an independent. Immediately prior to going out on my own I was working at a trade association as its director of communications. Before that I had been in corporate communications and at a couple of PR agencies in Washington, DC, and New York City.

Mike: What do you offer clients that an agency doesn’t?

Robert: In most cases I offer my clients equal if not more experience through a more economical and efficient model.  I’ve done crisis counseling, community relations work, media relations, analyst and investor relations, writing and event planning.  I have even created an animated video—from concept, to writing the script and directing the shoot!

Mike: What is your work environment like?

Robert: My work environment is as professional as it was when I had an employer. With all the modern technology I use, the only disadvantage I have is the lack of an office tech support team at my beck and call. 

Mike: What types of non-PR abilities and interests are needed in order to succeed as an independent practitioner?

Robert: You must possess some simple financial management and business skills.  In particular, when you start out you need to determine how much to charge clients. Then you need to tabulate your monthly expenses so you know how much money has to come in to afford your lifestyle. From there it’s critical that you devote time each month toward bookkeeping and billing your clients. Your business skills are critical to building a client base, marketing yourself, and maintaining a steady income.

Mike: What are the greatest challenges an independent faces?

Robert: The work will always find you, but there’s never enough time to market yourself for those times when you need more work. As long as you stay networked and are always talking to your colleagues and meeting new people, you will find work the moment you have the time to take on something new.

Mike: What has surprised you the most about being an “indie”?

Robert: How capable I was. In the confines of office work there isn’t much time to create opportunities that go outside of your assignments. And, sometimes you observe that the decisions that are being made aren’t as productive as they should be. As an indie, you have an ability to accomplish more and there’s a degree of pride when you are able to look back and see all that you have done.

Mike: What advice would you give a new professional who wants to work as an independent?

Robert: You have to have experience, and preferably a diverse amount of experience.  The more you’ve exposed yourself to professionally before you go out on your own, the more of an asset you’ll be for your clients.

Robert UdowitzRobert Udowitz, Principal, RFP Associates, LLC

Over the course of his 25-year career, Udowitz has worked at public relations/public affairs offices, corporations, and trade associations. He recently began RFP Associates, LLC (www.rfpassociates.net), a PR agency search firm specializing in the request for proposal process for companies seeking a public relations agency. Prior to creating RFP Associates, he operated RUdowitz Consulting, a PR/PA consultancy based in Washington, DC, where his clients centered in the financial industry but included commercial real estate companies, trade associations, a magazine publisher, and government contractors.

Udowitz has been a member of the Board of the Public Relations Society of America’s National Capital Chapter for the past four years and on the Board of the Independent Public Relations Alliance for more than five.

Take a risk to get out of the rut! by Brianne Bromberek

Think you’re in the minority when you dread going to work on Monday morning? Think again. In fact, a recent study shows that nearly 84 percent of Americans are unhappy and restless at work, itching to find a new career for more money, more responsibilities, or mere satisfaction. And just a few months ago, I, too, was grouped into that statistic. In fact, I wouldn’t even call what I was feeling unhappiness or restlessness – I would call it downright disgust. Disgusted that I had worked my butt off to answer calls at the reception desk and remind my boss that he had a 2:30 conference call with someone who would later refer to me as the “nice girl who answers the phone.” Sure, every company needs an administrative professional, I thought, but that’s not me. In college, I was the girl who skipped class – but not to participate in homecoming festivities or get a head-start to the tailgate party. I spent my time networking with the Women in Business leaders, attending professional luncheons and talking to pretty much anyone that would give me 10 minutes of their time. So when I finally walked across the stage and headed out into the “real world,” I received a nice slap in the face when I landed a fancy position answering phones and making coffee. Let’s just say I started my job in July and was already looking in the wanted ads by mid-September. 

I spent two long years not only dreading my 9-5, but also making excuses – “everyone hates their job, I’m not a quitter,” or the infamous “quitting now will look bad on my resume.” What I didn’t realize was that my dissatisfaction wasn’t affecting just me – it was spreading to everyone and everything that surrounded me. People got sick of listening to my story, sitting on the other end of the line while I complained about how unfair the world was. I became cynical about the professional world and even started to resent anyone who actually enjoyed their career.  How had I become such a negative person? It’s only a job, I thought to myself. Why am I letting it affect everything around me? And that’s when it finally hit me. I wasn’t looking at this as a career, but merely a job. What’s the difference? The mindset of a job holder is focused on security and money while the mindset of a career person is focused on development and risk-taking. So instead of complaining about my job, why wasn’t I taking any risks to secure a real career?  Simply put, I was afraid.  

“Fear is a double-edged sword,” says Barbara Stoker, author of Positive Risk: How Smart Women Use Passion to Break Through Their Fears. “On the one side it keeps you safe, but it usually holds you back from doing those things that really matter.”

I was afraid to take a risk and open myself to new opportunities for the possibility of, once again, being disappointed with the outcome. So when I finally realized that making progress often involves taking risks, I not only had a new outlook on life, but I had a new found confidence in my ability to succeed. Aside from the uncertainty that comes with taking risks, there’s a certain satisfaction in knowing that you went for your dream, whether you achieve it or not. The regret of never trying can often be harder to live with than tying and failing.

How many of us can say that fear has limited us from achieving our fullest potential? We spend years exploring our options, talking with guidance counselors and taking specific steps to map out our future. And although this approach is a good way to find a career that suits us best, it’s not the only way.  Sometimes taking a risk is exactly what we need to do to figure out what we want – or don’t want. We might take a huge risk and fail…or just maybe, taking the biggest risk of our lives, can often lead us to opportunities we never knew existed.

So when I finally took a risk and left my position, I realized that life is really all about taking risks. Each and every day we all take risks that could great affect our future – moving to a new city, beginning a new relationship, or in my case, quitting a job to start a new business. Think about every great success story you’ve ever heard – nearly every one involves a little risk-taking.  

Brianne Bromberek is the owner of Studio 213, a full-service graphic design firm in Milwaukee, Wisconsin. She also works as a marketing coordinator at the Schlitz Audubon Nature Center in Bayside, Wisconsin.  Before launching her business, Bromberek graduated from the University of Wisconsin-Madison with a Bachelor of Arts in Journalism and Mass Communications and a Certificate in Women’s Studies.  She can be reached at bri@studio-213.com.

Introducing your 2011 Executive Committee

In addition to new blog chairs, the New Professionals Section is happy to introduce the rest of the Executive Committee members for 2011.  Below are our new volunteers, with a selection of their New Year’s PR resolutions:

Sarah Siewert, Chair

-Learn more about leveraging mobile technology and location-based apps

-Keep up with my RSS reader

Noelle Pennyman, Member Chair

“My PR Resolution for 2011 is to always remember the value of a personal connection. Technologies will continue to integrate into our communication tools, but the basics will always remain the same.”

Joshua Romero, Member Chair

-Get more involved with my local PRSA chapter through service to our profession and the community. 

-Incorporate more online videos into the stories and web content I create for the law school. 

-Continue building the law school’s innovative social media program. 

-Launch my consulting company and get tons of clients!

Crystal Olig, Mentorship Liaison

“Get better at helping clients think through their online content strategy (link to oxiem.com) and how it ties into social media, SEO and sales.”

Anna Cramer, Programming Chair

“Although out of college, I would like to continue my curiosity, stay up-to-date and learn as much as possible about PR, my specific industry (sports and non-profit) and any industry trends.  I would also like to remain as involved if not more so in PR as I was able to in college. I hope to remain involved locally with my PRSA chapter as well as continue my influence with PRSA nationally with New Pros.”

Elizabeth Rhoads, Programming Chair

“Explore web design and photography a bit more. My position as Web Content Coordinator includes quite a bit of writing and scheduling photo shoots – hopefully this year I’ll be making my way into taking some of those pictures and having the ability to do a bit more web design.”

Alyssa Bronikowski, PRSSA Liaison

Ashlee Tate, Section Liaison

Eva Aivaliotis, Newsletter Editor

“Leveraging more digital influencers (a.k.a. bloggers) for media placements”

Diahnn Henderson, Blog Chair

Heather Sliwinski, Blog Chair

Tamara Halliburton, Social Media Editor

Leah Moon, Social Media Editor

“Attend more PRSA events and meet more PR pros in the Dayton area”

Adrienne Bailey, At-Large Member

Kate Bergeman, At-Large Member

Katie Bryant, At-Large Member

Andrea Nourse, At-Large Member

“As a recent graduate and entry-level public relations professional, my 2011 New Year’s PR Resolution is to learn as much as humanly possible in the field, and to apply the knowledge and experience I have gained in my previous fields to my current position.”

John Whitcomb, At-Large Member

-Get up before 6 each day

-Read 20 pages out of a book

-Go to bed earlier

-Utilize to do lists to help organize my life

-Improve my writing

professional development… Here’s What’s for Us at PRSA International Conference by Janet Krenn

Two words: development and networking. This is what we as New Pros stand to gain by participating in International Conference this October 16-19 in Washington D.C. And if you register by next Friday (August 27) you can get this at the saver rate, i.e. $200 less.

(Now, I’ll be honest with you, you might find this to be too expensive to pay out of pocket, but other New Pros have attended conference in the past by asking their boss to foot the bill. If you’re interested in telling others how you convinced your boss to send you to IC or you have questions for those that did, join the discussion on our eGroup page.)

OK,  so you’re going to International Conference. Now what? In addition to the other cool sessions, the New Pros Section is sponsoring a session and two networking events.

  • New Professionals Section Workshop
    “Myth or Reality: ‘Agency Experience Preferred'”
    Tuesday, Oct. 19, 8–9:15 a.m.

    What are employers really asking for when they require “agency experience”? Is an agency position truly the best public relations experience? Learn about the pros and cons of agency and non-agency experience from Sarah Siewert, account executive, KemperLesnik; Heather R. Huhman, founder and president, Come Recommended; and Lara Kretler, vice president and social media lead, Fahlgren Mortine Public Relations. Receive advice on how to choose the path that best suits your skills, and learn how to make your own experiences marketable to all employers.

  • New Professionals, Technology and IPA Sections Networking Dinner
    Monday, Oct. 18, 6:30–9 p.m., Lauriol Plaza
    Graceful architecture and sophisticated service set a stylish tone for some of the best Tex-Mex in Washington, D.C. Lauriol Plaza offers good conversation, a strong margarita and the finest offerings from the mesquite-fired grill to IPA, Technology Section and New Professionals Section members.
  • Sections Soirée
    Monday, Oct. 18, 9–11:30 p.m.

    Stop by the Sections Soirée to network with colleagues from all 16 Professional Interest Sections, and share tips about the latest industry trends. Also, don’t miss a chance to win some great prizes.

If you can make it, International Conference is a great way to learn more about the profession and start networking with seasoned pros in your and other industries. Hope you can make it!

JANET A. KRENN is your 2010 Chair of the New pros of PRSA.

  • New Professionals Section Workshop
    “Myth or Reality: ‘Agency Experience Preferred'”
    Tuesday, Oct. 19, 8–9:15 a.m.

    What are employers really asking for when they require “agency experience”? Is an agency position truly the best public relations experience? Learn about the pros and cons of agency and non-agency experience from Sarah Siewert, account executive, KemperLesnik; Heather R. Huhman, founder and president, Come Recommended; and Lara Kretler, vice president and social media lead, Fahlgren Mortine Public Relations. Receive advice on how to choose the path that best suits your skills, and learn how to make your own experiences marketable to all employers.

  • New Professionals, Technology and IPA Sections Networking Dinner
    Monday, Oct. 18, 6:30–9 p.m., Lauriol Plaza
    Graceful architecture and sophisticated service set a stylish tone for some of the best Tex-Mex in Washington, D.C. Lauriol Plaza offers good conversation, a strong margarita and the finest offerings from the mesquite-fired grill to IPA, Technology Section and New Professionals Section members.
  • Sections Soirée
    Monday, Oct. 18, 9–11:30 p.m.

    Stop by the Sections Soirée to network with colleagues from all 16 Professional Interest Sections, and share tips about the latest industry trends. Also, don’t miss a chance to win some great prizes.


Summer Book Club… Get Ready! Discussion Begins the First Friday of June


Remember summer reading? Like it or not, extracurricular reading ensures that you stay on top of your game, and as New Pros, anything we can do to keep ourselves more knowledgeable than expected will only benefit us.

Enter the New Pros of PRSA Summer Book Club!

We invite you to join us and our members as we read and discuss 3 books this summer.

Here’s how it will work: From June through August, everyone interested is invited to read the month’s book selection. On the first two Fridays of each month, we will post interviews with authors, discussion questions, and other things to the blog. You can participate by reading and commenting or simply following along.

Start your reading engines

Here are the books we plan to include in this summer’s Book Club: (Remember, the discussion will take place on the first and second Fridays in June; so make sure you have a copy of the June selection and start reading before then!)

Vote for the August book by May 31

You can help us choose which book we should read in August. Vote on our Facebook Page by May 31. Here are your options: