Six reasons to hire a tech PR freelancer over an IT PR agency

​When I pitch for new business, presenting myself as a freelance IT PR, sometimes I’ll find myself up against a mid-sized, maybe large tech PR agency. The client has likely done their homework, gained recommendations for each of us and now seeks to judge for themselves.
 
Once, the marketing chief of a tech company would automatically invite only agencies to pitch. Indeed ten years ago, skilled freelance PRs were few. But times have changed. Many skilled PR people have chosen to launch themselves as freelance PR consultants. Some do it for the freedom, others perhaps to escape arduous city commutes into work.
 
Me? Back in 2002 as IT PR practice director of a 36 person agency, I just knew I’d be happier getting back to working with clients and journalists again – planning a PR campaign, writing content, pitching to the press and scooping coverage! It’s what I’ve always been good at.
 
I’m not alone in choosing freelance life over an agency career. According to the UK Office for National Statistics (ONS), the number of self-employed marketing professionals in the UK has more than doubled since 2011 and the number of public relations professionals now sits at around 9,000 (having previously been too low a figure to report on). That’s around 18 per cent of the PR workforce; a skilled resource that organisations can call upon instead of automatically engaging an agency.
 
I’m not saying you should always hire a freelancer over an agency. But most smaller and medium-sized IT firms could do well to include an experienced freelance IT PR consultant in their short list. Here are six reasons why:-

1. Budget. An agency will usually cost you more than a freelance consultant.  Freelancers often work from home or rent a small office, so their fees don’t have to cover the overheads of a swanky HQ or layers of administration.
2. Experience. Choose an experienced freelance individual who knows your market sector, and that’s exactly who’ll work on your account. Check out their background on LinkedIn. Whilst most agencies will try to offer consistency in the team supporting you, watch out for the ‘bait and switch’ manoeuvre where some agencies present an impressive pitch team, only to then delegate your account to junior staff who may be eager, but lack experience. 
3. Client references. A freelancer’s good client references are an endorsement for them as an individual. When looking at an agency reference, ask whether you’ll be offered the same highly regarded team. And phone an existing or recent client too. Happy clients are almost always willing to talk openly about their experiences.
4. Media relationships.  While contact databases are part of every PR’s toolbox, a close and trusted working relationship between the PR folk on your account and your target journalists is essential to substantive coverage. A freelancer’s relationships are often at a more personal level, built one-to-one over the years. Check that the individuals who’ll work on your account have a reasonable knowledge of the publications they’ll be targeting and of the individual journalists they’ll be approaching.  
5. Motivation. Freelance PRs tend to be highly motivated at a personal level. Not only have they had the confidence to set up on their own, but their future (and whether they can afford to feed the kids!) is very much down to them.
6. Part of the team. Clients have told me over and again, that I put in the time and effort to understand their business, build relationships with their staff and their clients. A good freelance consultant becomes a trusted extension of the marketing team. And that’s good for collaboration, a good working relationship and results!

If you’re looking for more press coverage, hiring a PR agency isn't your only way ahead. Do consider hiring the services of a skilled consultant. The best PR folk are often freelance!