utopia or armageddon?. what is the personal and professional experience of the self- employed,...
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Utopia OR Armageddon?
?What is the personal and
professional experience of the self-employed, public relations
consultant in regional Australia?
25,700 PR professionals
35% work outside capital cities
The new mobile worker
Top 3 Stress Factors for Employed PR professionals
Poor managementOffice politicsLong hours
Why choose freelancing?
FreedomFlexibility
More control over workVariety of work
Escape office politics
Benefits of freelancing?
More positiveFeel healthyLess stress
Better concentrationMore energy
It’s not all roses
What do I need to know?
DemographicsPersonal qualitiesProfessional skills
Sources of stress & satisfaction
Finding #1
85% femaleMost aged 35-44 years
Finding #2
90% had tertiary quals
1. Journalism2. Public Relations3. Business4. Marketing
Finding #3
66% had more than 16 years PR experience
Finding #4
60% chose to work in a regional location
WHY?
Flexibility, Freedom, Variety of workMore control over work, New challenges, Work/Life
balance
QUOTE “Having the ability to choose when I will work and the kind of work I will do is empowering and satisfying”
Finding #5
Length of time self-employed?3-5 years
Finding #6
1. Advertising, Arts & Media2. Marketing & Communication3. Government & Defence4. Administration & Office Support5. Education & Training6. Hospitality & Tourism
Finding #7
Main business structureSole trader with NO
staff
Finding #8
80% worked from their home office
Finding #9
Typical work week41 – 50 hours
Everyone worked on weekends, just not all the time
Finding #10
Most time spent on operational tasks rather than
strategic matters[A real hands-on job]
Finding #11Administration 15%Travel 10%Bookwork 5%
More time spent in the business, rather than on it
Finding #12Communication facilitators• Publicity & media relations
45% often managed social media
Finding #13
60% had 5 – 10 clients
SMEsGovernmentNot for profit
Finding #14How to find work?
Repeat business & referrals
Marketing & advertising worked for only 20%
Finding #15
Most important personal quality
1. Experienced2. Trustworthy3. Honest4. Approachable
Finding #16Most important professional skills
1. Written & oral communication
2. Good contacts3. Strategic thinking4. Project management
Finding #17Main sources of stress
1. Time pressures2. Managing multiple projects/clients at the
same time3. High workload4. Irregular income
Only 10% were stressed by amount of income – the regularity of income was
more important
Finding #18Main sources of satisfaction
1. Variety of work2. Being my own boss3. Flexible work hours4. Control over type of work5. Control over type of client
53.5% said they were very satisfied
Finding #19The impacts?Quality of life & work/life
balance had improved for nearly everyone
Due to heightened feelings of personal and professional
autonomy
QUOTE “Being my own boss, working the hours that suit my family and choosing the work that I enjoy has allowed me to get the
work balance I was looking for”
Finding #20
Their advice?
Think hardPlan carefullyGet prepared
Before you leave your ‘day job’
The future
80% will still be a regional PR consultant in 5 years
Utopia OR Armageddon?
Utopia, mostly
