The Rise of Freelancing in PR: A New Era for Professionals

According to the latest Talent on Demand report by Outsized, freelancer registrations in the MENA region surged by 78% in the past year. This statistic reflects a larger, undeniable shift in how professionals are choosing to work. In the world of public relations (PR), where relationships, reputation, and results matter most, freelancing is becoming an increasingly popular path as more professionals opt for independence.

And I get it. Because I did it too.

After years in both agency and in-house PR roles, I found myself constantly circling the same internal question: “Is this all I’m meant to do?” Despite the passion and dedication I put into each role, I hit a wall. The structure of traditional PR environments just didn’t make sense to me anymore, with rigid office hours, outdated performance metrics, and a constant grind mentality. Not when the same (or better) results could be achieved with more flexibility and respect for mental well-being.

Why Freelancing in PR is on the Rise

Freelancing in PR isn’t just a pandemic-era fad; it’s a recalibration towards values that professionals in a 9-to-6 job have longed for for decades: ownership, flexibility, and purpose. It’s all about the autonomy to craft your schedule while still enjoying your life in the process.

Freelancing allows you to reclaim your time, whether that means taking midday walks, working from anywhere, or finally getting around to that hobby you shelved years ago. When you’re not drowning in meetings for the sake of optics, you can actually get more done. However, freedom doesn’t always mean it’s easy. Let’s get real and practical.

What to Consider Before Going Freelance

1. Don’t Romanticize It. Prepare for It.

Freelancing isn’t about uploading a post and watching leads pour in. It takes groundwork. I didn’t make the switch until I was 110% sure. I mulled over it for months, questioned it endlessly, and only moved forward once I knew I had the mindset and some structure in place. I built up my network, had a few projects in the pipeline, and then, ultimately, had to make a leap of faith. My top tip is to start the process a few months ahead of time. Attend marketing networking events, reach out to previous clients or contacts that could guide you toward potential opportunities.

2. Expect a Hustle, But Make Sure It’s Your Hustle.

Not every project will be glamorous. Some pay the bills, while others feed your creativity, and that’s okay. Make sure you’re working with brands that align with your values and interests. Whether it’s your financial or personal interests doesn’t matter; just ensure it’s something that sparks your fire and helps you stay motivated.

3. Build a Safety Net.

Whether it’s financial or emotional, make sure you have something to fall back on. Have savings, yes, but also build a support system of other freelancers, mentors, or former colleagues. Your circle can make or break the early months.

4. You Still Need Structure.

The biggest myth is that freelancers just “go with the flow.” In truth, creating a system can help keep momentum and motivation high. This can be done through programs that assist with invoicing, tracking your profits, and managing your to-do list. Operate as if you’re an agency, and people will start treating you with the same level of professionalism.

5. Don’t Forget to Market Yourself.

PR professionals are great at building brand love for others but often forget to build their own brand. As a freelancer, you are the brand, so make sure you treat yourself with the same due diligence you would have with the stakeholders of your clients. Invest time in building your online presence, sharing your wins, and growing your network. Projects often come from places you least expect.

6. Choose Your Clients as Much as They Choose You.

You’re no longer at the mercy of mismatched values or decisions made on your behalf by leadership. One of the biggest joys of freelancing is the ability to work with brands you believe in. Don’t settle for less.

Freelancing gives you the opportunity to grow faster, feel freer, and work better than you ever did in a full-time role. Most importantly, it helps you take control of your life again. So, if you’re on the fence about going freelance in PR or marketing, know that it’s normal to hesitate. It’s smart, even. Just make sure that when you do jump, it’s with your eyes wide open and your values front and center.

By Carine El Natour – Freelance Media and Influencer Relations Consultant