Thinking about going solo? Here are a few things to consider

Posted on Jan. 25, 2024  /  Subscribe 0

By Amy Wolff

I never intended to be a solo PR practitioner. I still marvel at the fact that I have been doing it for 18 years. I am not sure if it was luck, knowing some great people who were willing to help guide me through the process, or just the universe taking care of me, but honestly, there is no job I would rather do.

I went solo in January 2005, after my second daughter was born. I knew she would be our last baby and wanted to spend as much time with her as possible. Before having Sophia, I spent 10 years working for a very demanding boutique advertising agency and traveled – a lot. I knew I didn’t want to juggle a time-intensive and challenging job while clutching onto the last precious moments with my baby, so I opted to “retire” for just a little bit. 

I expected to return to a traditional 9-5 position when my daughter was about a year old. In the meantime, I would freelance here and there to keep my skills sharp and maintain relationships. After a year, I ended up growing my workload to a point where I didn’t have to return to a traditional job. 

If you are contemplating going solo, here are a few recommendations based on my experience: 

• Know yourself. Before deciding to go out on your own do some self-reflection. Are you an initiative-taker who likes to work independently or do you work better as part of a team? While you can certainly find community and collaboration as a solo PR pro, most of my time is spent working alone. 

• Prioritize discipline. This is something I still work on every day. One of the biggest perks of being an independent is flexibility, but it can be challenging if you are easily distracted. Set up a routine and adhere to it as much as possible. Give yourself deadlines and stick to them. Having checks and balances in place will lead to greater productivity, more money and ultimately less stress. 

• Take a (calculated) leap of faith. There is a lot more pressure to get – and keep – clients or projects as a solopreneur because your income depends on it. Before going out on your own, make sure to have a few clients on board or a few hot leads that will likely turn into paying clients sooner rather than later. It is also important to have some money in the bank to help you through the lean months at the beginning.  

• Find your strengths and hone your craft. There are many different roles in the communications and PR fields. Do you like to do research? Ghostwrite? Pitch stories to the media? Or, is social media your jam? As an independent, it is easy to take any job you are offered, especially at the beginning. But I have found it is better to be selective in the projects I take and really excel at them. That is what leads to referrals and ultimately more work. Understanding what you’re good at and creating your business around your strengths will lead to success. 

• Network, network, network. This is not breaking news. Networking is the key to success as a PR pro. It is essential to cultivate strong professional relationships if you want to keep and grow your independent practice. Every single job I have ever gotten is because someone recommended me or suggested I reach out about an opportunity. Becoming actively involved in PRSA Phoenix is a fantastic way to build your network! 

Lastly, get a good accountant. The first year I was solo I was flabbergasted at how much I had to pay in taxes. It helps to have someone in your corner navigating things like invoicing, business entities, payments and so much more. 


Amy Wolff is an independent public relations practitioner and writer in Phoenix, Ariz. For more than 25 years she has cultivated and maintained relationships with people and news organizations across the Valley. She is an enthusiastic idea generator with a primary focus on contributing to her clients’ success through passionate storytelling. Amy earned a degree in Broadcast Journalism from the Walter Cronkite School of Journalism and Mass Communication at Arizona State University and is proud to serve on the PRSA Phoenix and National Charity League Boards. 

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