Benefits of Being An Independent Practitioner

⌛  By Kaylin R. Staten ⌛

More than 38 million Americans (as of an MBO Partners State of Independence in America study in 2020) are in independent roles. They are company owners, freelancers, subcontractors, and more. That number has likely increased during the COVID-19 pandemic as professionals have lost their jobs and/or crave a new freedom in their workdays, to-do lists, and passions. Starting a side venture has become a way of life for many of us. Independent practitioners comprise approximately 5.7 percent of the United States GDP, contributing $1.21 trillion of revenue annually.

For the sake of this blog post, and because I am a public relations practitioner at heart and by trade, I will focus on communications-based independent practitioners.

I have been an independent practitioner for almost six years, and I never want to go back to a traditional office environment if I can help it! 

What are some benefits of being an independent public relations practitioner?

Become a business on your own terms. 

It’s more than just being the next great thing -- or the new wave of individuality. While it’s cool to work for yourself and be at the top of the hierarchical structure.

You can carve your own path, but as an independent pro, you have to stay on top of the tasks at hand. There’s no one -- except your clients and other partners -- who will help you keep things moving. While you have your own brand of success, having a hybrid approach of creative energy and business acumen will serve you well in the long run, even if you decide to outsource one or the other! There are no caps on revenue, client numbers, Key Performance Indicators, and other parameters. The sky really is the limit, and scaling and growth can occur as you need them in order to achieve your company’s goals. You can decide the change you want to create in the world.

Plus, I’m not going to lie. Being my own boss was always my dream. Collaboration is a vital part of what I do, but I don’t like being micromanaged. I run Hourglass Media with limited patience for micromanaging! (I’ve had micromanaging bosses, and that alone is a motivating factor to go independent). 

The work is there.

As the world returns to the new version of normal, individuals and companies are looking to hire more independent contractors for projects and campaigns. Depending on your skill level and years of expertise, you can charge various rates for such work. When you’re an independent practitioner AND a PR professional, you can employ the RPIE (Research, Planning, Implementation, and Evaluation) process to your benefit. Many companies hire solo practitioners to fill in employment gaps in both temporary and permanent positions, according to PRSA.

We will always need storytellers of various degrees. We need communicators to tell us the truth and wade through the untruths that appear all too often during the 24/7/365 news cycle. We need forms of escapism, new ideas, educational opportunities, and narratives that deserve their time in the sun. Whether you find yourself crafting stories of hope for a nonprofit or working on a new product launch, your storytelling methods are needed and are powerful.

From my collection of experiences, going after only one to three niches will serve you best as an independent practitioner. When I presented my case study during the APR (Accreditation in Public Relations) process, one of the panel members asked me about the Omni part of my business name. I was never sold on the name, but this question prompted me to take the plunge into making the change. Omni never suited me, and I added it because I wanted to be different and everything to everyone. Please learn from my example! Follow your own heart and mind when it comes to naming and structuring your business. While Omnimedia is still my legal business name, the trade name of Hourglass Media serves the brand, clients, and me as the CEO in a clear, truthful manner.

You can network and work from anywhere.

If you’re a solo practitioner or run a small shop, getting outside of your physical location and comfort zone are essential to your personal and professional growth. Networking looks differently now, but the majority of the world has grown accustomed to spending their days in front of a device talking with others in meetings, happy hours, family get-togethers, and other communications. Now, more than ever, virtual conferences, associations, social media conversations are part of our industry’s fabric. 

Now, you don’t have to have a physical brick-and-mortar location to have a successful and viable business. Before the COVID-19 pandemic, Hourglass Media’s operational structure was half in-person and half virtual. As a semi-early adopter of “working from anywhere,” I can truly say that this new virtual work landscape is in my wheelhouse. I’ve worked in different countries, in coffee shops, in the comfort of my own home, on the floor playing with my son. As independent practitioners, you have to be flexible because, for the most part, it’s up to you to critically think and come up with timely solutions. And be a master of your favorite video conferencing platform (for us, it’s Webex).

Of course, with every benefit comes a downfall. As a realist who relies both on qualitative and quantitative data, I aim to keep the conversations and insights here both factual and realistic. Some downsides? Figuring out health insurance (if you don’t have insurance through a spouse), handling your own state and federal taxes, a lack of motivation that means less money coming in, a busy mind that never stops, mental health issues, inconsistent feast-or-famine months, and so on. Owning your own practice can be the most rewarding part of your career, but it is also the most stressful.

But, it’s ALWAYS worth it. 

Kaylin R. Staten, APR, is an award-winning, accredited public relations practitioner and writer based in Huntington, WV, with 18 years of professional communications experience. As CEO and founder of Hourglass Media, she uses her compassionate spirit and expertise to delve into the heart of clients’ stories. She is a recovering perfectionist, mental health advocate, wife, boy + cat mom, and Leia Organa aficionado. Connect with Kaylin on LinkedIn.