When to Go Into Publicity

 I recently received a question via Twitter. The young lady wanted to know when it was time for her to transition from working in marketing for a company to launching her own public relations business. Well, this is a personal decision. I can, however, offer guidance as to when this type of a transition should occur.

First, make sure you have enough money to pay yourself, and run your business, for an entire two years without a single contract being sold. Not having this amount of money, whatever it may be, is the number one reason new companies, especially PR companies, can’t sustain themselves. You need to build your portfolio and this means two years of either no contracts, small contracts, or saving money that you do make from contracts.

Second, if you don’t have enough PR contacts on your own then you’re not ready. I don’t mean buying lists or looking up an email address, either. The media should know you on a first name basis. It takes time to cultivate these relationships. If you need to intern or do PR work on the side to build up these relationships before launching your company, do it!

Finally, make sure there is no conflict of interest. Marketing, PR and communication people all tend to compete within the same industry. If you’re currently employed for a company within this field, you may be violating the law if you open up a similar company within 10 years of leaving your present position. Check your employment contract before making any life changing decisions.

Until tomorrow,

Coco the CEO