From London to Liverpool - 5 things I've learnt as a remote freelance PR consultant

I loved working in London for a decade. PR in the capital is not just a hub of journalists, agencies and celebs, it's an always-on opportunity to network, attend events and be immersed in daily creative inspiration (and I don't mean floating a giant rubber duck along the Thames).

I'll elaborate briefly: my first job in the smoke in 2010 was working in regional comms and PR for Macmillan Cancer Support at their HQ in Vauxhall. Our perhaps too-close-for-comfort high-rise office next to MI6 gave me some indication of why office rents in 'charity towers' were some of the lowest in central London.

Lunch involved walking to Westminster for lunch with my sister, and afternoons were spent looking out of the office window at Ewan McGregor and Emily Blunt filming Salmon Fishing in the Yemen on the Thames (yes – I did maximise the opportunity to get a signed Macmillan vest for an auction, as Ewan had previously sponsored one of our Macmillan cycling fundraisers, enabled by the fact the film set's security guard had been supported by the charity – true PR impact).

Fast forward to 2020, and I'd enjoyed a faster PR creative pace with some of London's best creative agencies and minds, including Frank and Ready10. Throw in a pandemic and a cancelled freelance contract, I found myself back on Merseyside, with a need, like many, to build up from zero.

My top 5 learnings from being a remote PR consultant near Liverpool are:

Choose your co-working spaces carefully

I soon realised the buzz of a PR office would need to be substituted for shared co-working spaces. However, I’m not keen on the cookie-cutter culture of spaces that lack synergy and inspiration. I prefer the free workspace in the Royal Liver Buildings – its high ceilings, airy feel and sense of history make it ideal for creative thinking. There’s a lovely café that isn’t too busy, and booths for team catch-ups, with a great balance of energy and quiet. A close second is the historic Gladstone’s Library in Hawarden for deeper focus work. I go in the mornings and immerse myself in the first-floor library rooms, planning my time there when I don’t have calls. It also has a lovely café. For something more informal, the café inside Baltic Creative in the Baltic Triangle has a creative feel and friendly atmosphere – great for a few productive hours or a relaxed client catch-up.

Consider how you build online and offline networks

Moving back to the North West and living slightly outside of Liverpool's city buzz, I was concerned that "networking" meant paying £25 for a mini croissant and the pressure of doing an elevator pitch in the function room of a pub with a thatched roof on a Thursday morning.

In London, I had been lucky enough to build a network of trusted freelancers, freelance recruiters, former colleagues and clients who would kindly refer me by word of mouth. I'd also undergone training with the PRCA, and many PR networking events take place in the capital.

Moving back to the North West, I realised that there is no shortcut for building on a trusted network. It comes from meaningful work, input and advice, sometimes pro bono, alongside a willingness to confront the need to explain what you do to new people (also known as 'putting yourself out there' – how many independent PRs are good at promoting themselves?)

Fortunately, the North West is well-served by experienced professionals who run regular events and networks tailored to independent PR consultants. The North West regional PRCA group offers a great freelance rate, and there’s growing momentum behind PR networks and platforms like Nibble – the first and only AI-powered PR-focused platform that connects brands with a digital network of only highly recommended PR freelancers.

Online, I'm connected to numerous independent PR professionals who really provide the motivation that can be lost from the shift that takes place between being office-based and fully remote, via WhatsApp groups, Instagram and LinkedIn.

Encourage F2F meetings with clients and journalists where possible

Sure, it's easier to do a video call, but nothing beats face-to-face rapport in a room. I've managed to locate journalists in the region for lunch/coffee, which has been great, and I've suggested in-person meetings with clients, tagging onto a weekend in London, to ensure the benefits of human interaction are fully realised. All it takes is some careful planning.

Don't forget to leave the house

It can be tempting to treat your home like an office – even at the weekends. It's important to make plans in the real world, take a lunch break and even pretend that your morning commute still exists. Fun fact – you can get 10,000 steps done in one hour, perfect to fit in before your working day, doing something for you, like listening to a podcast. (I'm listening to the BBC Uncanny Summer Special at the moment.) I've also been known to rearrange my office furniture every three months and change the artwork for a change of scene!

Consider volunteering / enjoy nature!

I do believe working from home and outside of London has been more productive for me, and I choose to use the extra time I've gained by working pro bono for local charities or indeed volunteering within the local community. It's been very rewarding. I've managed to get publicity for a local horse charity's fundraising appeal, as well as secure BBC North West Tonight for a local earth group on Earth Day. But it's also important to get outside and if you can combine the two, that's ideal.

We hear so much about nature and animals helping our wellbeing - I've worked on several campaigns that highlight just this. As an animal lover, I have also helped care for Carneddau ponies on the horse charity's farm in Thornton Hough with Horse Sense Wirral – it's a great way to meet local people, hear stories and be inspired.

If you're thinking of going freelance and would like to chat, drop me a line - I'd be happy to share my experiences.