This presentation covers some of the basic steps for starting or running an independent PR practice.

1. Independent Practitioners
Defining Your Brand Strategy
& Value Proposition
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2. O’BRIEN
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Tim O’Brien has national-agency and
client-side experience. He’s run OBC
since 2001, providing support to client
organizations from small businesses and
nonprofits to Fortune 100 companies.
This presentation was part of:

3. Independent Practitioners
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What we will cover…
• How to decide on direction and
building a brand that lasts
• Deciding on business focus
• What are the essential tools I need?
• What tools are “nice to have?”

4. Deciding on Direction/Building a Brand
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Write a Business Plan
• Purpose of Your Business
• Market Analysis
• Competitive Landscape
• Financial and Business Objectives
• Marketing Strategy

5. Deciding on Direction/Building a Brand
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Write a Business Plan
• Operations/Physical Plant
• Systems and Processes
• Action Steps
• Timeline
• Analysis and Performance

6. Deciding on Direction/Building a Brand
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The Value of Business Planning
• Introspective/soul-searching
• Making a commitment
• Must be honest with yourself
• Build around your existing talents
and capabilities

7. Independent Practitioners
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Deciding on Business Focus
• Did you work in an agency?
• Corporate or Nonprofit?
• Focus on skills, capabilities, industry
• Know what skills you must develop
• Do you know your market?

8. Why Agency Experience Matters
• You’ve been in a billing environment
• You’ve sold, negotiated, balanced
conflicting priorities
• Administrative, operational learning
curve shorter
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9. Why Corporate/Nonprofit
Experience Matters
• You’ve focused on an industry
• You’re a subject matter expert
• You have a focused network/niche
• You’ve done some things intensely
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10. What Essential Tools Do I Need?
• Business cards, stationery, Web Site
• Dedicated office space
• Good smart phone
• Good laptop, printer and software
• Memberships
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11. What Tools are “Nice to Have?”
• iPad
• Subscriptions and services
• Media databases
• Custom printed materials
• Memberships
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12. Summary
• What business am I in?
• That’s personal, individual
• How do I create a compelling
message for my value proposition?
• That’s an outgrowth of your business
planning
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13. Summary
• Don’t be captive to one client.
• Market, market, market.
• Learn, learn, learn.
• Be willing/able to turn business away.
• Don’t take work that can put you out of
business.
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14. Find on Twitter:
@OBrienPR
or at
OBrienCommunications.com
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