If you’re just starting out in PR a great place to start is on the agency side.  Why?  Because there, you will be challenged, exposed to many facets of managing a PR agency, likely find one or two awesome mentors who will help you grow, and have a clear career ladder.   Having a clear career ladder is really important when you’re starting out and you want to succeed.  “How long does it take/what do I have to do to become an Account Supervisor?  Group Director?  VP?  On the agency side, you will also discover your strengths and your passions.  It might be client management, story development, strategic planning, analyst relations, competitive research, writing or a combination of these.

If you’re toying with the idea of putting out your own shingle and going solo or starting your own virtual agency, you’re going to either a) need all of those skills, or b) know where to tap into them.  You’re also going to be your own accountant, marketer, strategic planner, chief cook and bottle washer. If you are getting serious…the PRSA IPA section is the place for you.     I’ve been my own boss now for almost 14 years and a PRSA member for even longer.  Here’s what I think IndiePRPros and virtual agencies offer over traditional agencies, and how you can set yourself apart from the pack:

Speed:  We’re generally able to “ramp up” in short periods of time;

Ease:  Seasoned PR veterans, we know how to make it easy for clients to meet PR goals.

Simplicity & Visibility:  Generally avoid expensive processes or layers, focused on results.

Flexibility:  Can better leverage budgets strategically, and weather downturns

Value:  Low overhead often results in below market rates offering a higher ROI.

Excelling at PR is like excelling at anything – if you don’t try new things and make a mistake or two, you’re not challenging yourself and you’re not learning.  When you’re going solo it can get lonely so having a group to tap into for support and some “water cooler time” is really helpful.  One challenge we all share is how to grow effectively with stability – our choices go directly to what brand we are developing for ourselves.

• What kind of clients do I want to work with?
• What should my billing rate be? Hourly or Retainer?
• If I add team members should they be an employee or subcontractor?
• What are best accounting process & software?
• What are the best practices in invoicing & contract preparation?
• Are there any templates I can customize to get me started?
• What should I be focusing on with my limited time/$ for professional development?

When you are an independent practitioner, you are the master of your universe – some will choose to be “always on,” others will build businesses that offer more work/life balance.  Regardless of your choice, you need to create an infrastructure.  The members of the PRSA IPA can help you tackle these decisions by helping you understand the options you have so you can figure out what’s right for your emerging enterprise and build a successful career.

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Gina Milani is president at Milani Marketing & PR, LLC & founder of Junglebuzzprtools.com. She is also PRSA IPA Chair for 2015.