Building Your Independent Practice with Virtual Teams

Ann N. Videan, APR

Heathere Evans-Keenan, APR

Ann N. Videan, APR

• Founded virtual PR corporation, Videan Unlimited, LLC, in 1996• Accredited in PR with 27 years of corporate and agency expertise,

specializing in word-of-mouth marketing• National panel of independent judges honored Videan Unlimited with

Crown Jewel Award (top home-based business in America)

• Award-winning presenter, editor and writer, including IABC Gold Quill• Founded 200+-member Independents’ PR Alliance (IPRA) in Phoenix• Former president of the Phoenix Chapter of PRSA• Career highlights:

– Catalyst for client Rhino Internet to bring white rhinos back to Phoenix Zoo– Handled PR to recruit film extras to Sun Devil Stadium during filming of Tom

Cruise movie Jerry Maguire

Heathere Evans-Keenan, APR

• Founded award-winning PR agency, Keenan PR, in 1999 • Winner of multiple industry awards including Silver Anvils for

successful campaigns in integrated communications and business-to-business marketing

• President of PRSA’s largest chapter serving 1,300+ members in D.C., VA, MD

• Founded DC’s first solo practitioner group: the Independent PR Alliance in DC, www.ipralliance.com

• Accredited PR pro with nearly 20 years of experience helping corporations and government organizations build brands

• Frequent speaker on PR topics and known for high-demand workshops on media training, branding and presentation skills

Thriving as a Virtual Team

Team Leader:Marketing firm

Preferred Partner A:

Web developer

Small business focus

HTML coding

Site layout Local media relations

Operations expertise

Health-care background

Word-of-mouth marketing consulting

Public relations consulting (national

high-tech trade media)

Virtual Team Model

Preferred Partner B:

Public Relations firm

Preferred Partner C:Marketing

Firm

Web content

Thriving as a Virtual Team

• Roadblocks– Creating a good team/environment

• Recognize your role on the team (Team lead = New Biz Dev)• Find subcontractors through associations/indie groups• Hire people more skilled than you, even competitors• Begin with small, safe projects• Tandem with client contact until trust is established

– Secrets of good relationships w/ subcontractors• Work with people you like with same level of integrity• Understand their currency

– Priorities, drivers, FT, PT, project work, lifestyle, family, biz goals

• Resource account appropriately • Have a spirit of partnership• Be a good client

Thriving as a Virtual Team

• Considerations– Branding

• Biz name, letterhead, Web site

– Service strategy• Set common goal• Quality

– Work location/technology– Client contact– Contracts

• Noncompete • Confidentiality• Consulting/subcontractor agreement

Thriving as a Virtual Team

• Managing the team– Setting written expectations

• Agreement up-front covering all aspects

– Training• Work style, software, reporting

– Fee structure– Communication– Reporting mechanisms

Common Questions

• How and when do you end a relationship with a subcontractor?

• How do you protect the integrity of your brand?• What are some of the pricing models you’ve used for

working with subcontractors?• How can I quickly get up-to-speed on a partner’s work

ethic?• How do I choose the right subcontractor for a specific client

need?• How do I manage a client’s expectations after I’ve had to fire

a subcontractor?

Other Questions?

Ann N. Videan, APR, avidean@videanunlimited.com

Heathere Evans-Keenan, APR, heathere@keenanpr.com