Public Relations Generalists may work for any type of client. Individuals freelancing in this field may work for political candidates, health care facilities, corporations, trade associations, retail businesses, schools, nonprofit groups, and other organizations. They also might work for a public relations consulting firm. They can have one client or many. The Public Relations Generalist has varied responsibilities depending on the type of client or clients he or she has. The individual may be retained to develop promotions for a client. He or she may also implement them and/or design campaign budgets.
The Public Relations Generalist might be hired to write copy for brochures, leaflets, booklets, instructional manuals, or advertisements. Other types of writing responsibilities include press releases, biographies, annual reports, and speeches. Public Relations people may be retained to put together press kits or to write feature articles or case histories. A Public Relations Generalist could be hired by a major corporation or other business to handle one or all of its public relations responsibilities. He or she might serve as a spokesperson for the client or may just advise the client on how to respond to the press or other media.
Some Public Relations Generalists may be responsible for placing clients on television and radio talk, variety, and news shows. They must come up with unique angles on clients, contact show producers or talent coordinators, send media kits, call and recall contact people, and finally book clients on interview shows. The individual might be responsible for escorting clients to and from shows or working with the client beforehand preparing for the media exposure.
Public Relations Generalists must be adept at all facets of public relations. In one day an individual may plan an entire public relations campaign for one client, write press releases for a different client, field media questions for still another client, and design a brochure for yet another. Another day may find the individual busy implementing an important promotion, going to a client meeting with the vice president of a corporation, and setting up a press conference. Work days are rarely dull.
Freelance Public Relations Generalists may work in their own office, from their home, or in a client’s office or plant. Depending on the setup, worked out at the beginning of the client contact, the individual may pay for his or her office supplies and equipment, may be reimbursed for these expenses, or may have the equipment supplied. The individual might also be reimbursed for such expenses as paper, stamps, envelopes, and toll calls. One of the drawbacks of freelancing is that the individual does not usually receive any type of personal fringe benefits. He or she must pay for his or her own health insurance or dental and medical bills.
The individual in this position must be able to deal with the stress of keeping clients, finding projects, and organizing everything that must be accomplished. While the freelance Public Relations Generalist is his or her own boss, so to speak, he or she is ultimately responsible to the people who hired him or her for various projects.
Earnings can vary greatly for freelance Public Relations Generalists. Individuals may get paid a set fee on a per project basis or may get paid by the hour. They might also be paid a monthly retainer. It is impossible to estimate rates. Hourly rates can vary between $25 and $500 plus an hour, depending on the individual’s experience and reputation in the field. Monthly retainers can run between $250 a month and $10,000 a month, depending on the client, the individual, and his or her responsibilities. Those who have a number of good clients can earn from $40,000 to $200,000 or more annually.
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