Why Most Corporate PR Executives Struggle with Launching Their Own PR Consultancy

I have had almost two decades of working for myself.

Longer than any job I had as a journalist or in-house PR manager.

Wild.

Especially since I don’t come from a family of entrepreneurs, it was not even a thought bubble when I started my media career in the late 90s.

Yet here I am.

For many corporate PR executives, launching their own consultancy seems like the ultimate career goal. It promises autonomy, the chance to choose clients, and the opportunity to craft a personal brand. However, despite their years of experience managing corporate reputations and navigating media landscapes, many find the transition to entrepreneurship fraught with unexpected challenges.

Below, we explore why so many corporate PR professionals struggle to make the leap and succeed in running their consultancy that lasts.

Shifting from Specialist to Generalist

In a corporate setting, PR executives often have the luxury of focusing on a specific area of expertise—media relations, crisis management, or internal communications. But as an independent consultant, you’re expected to wear multiple hats. Beyond providing PR expertise, you’ll need to handle business development, client management, finances, and administrative tasks. This shift can be overwhelming for those who are used to a more structured and focused role.

Overestimating Their Network’s Value

Corporate PR executives often assume that their extensive network of journalists, influencers, and industry contacts will naturally translate into a client base. While these connections are valuable, they’re not always a direct pipeline to paying clients. Building a consultancy requires developing relationships with decision-makers who control budgets and are willing to invest in your services—a different kind of networking altogether.

Underestimating the Importance of Branding

Corporate PR professionals are skilled at building brands for others, but many struggle to define a unique value proposition for their own consultancy. They often fall into the trap of offering “general” PR services without clearly articulating what differentiates them from competitors. In a crowded marketplace, a lack of differentiation can be fatal.

Lack of Entrepreneurial Mindset

The corporate environment is vastly different from the entrepreneurial world. Corporate PR executives are accustomed to having resources, teams, and budgets at their disposal. Entrepreneurs must operate with limited resources and make quick decisions with significant risks. Developing the resilience, adaptability, and hustle required to thrive as a business owner can be a steep learning curve.

Inconsistent Revenue Streams

In the corporate world, a paycheck is a given. As a consultant, revenue is anything but predictable. Many PR executives struggle with the feast-or-famine nature of consultancy work, especially when starting. Securing retainer clients, managing cash flow, and planning for lean periods require financial acumen that may not have been necessary in their previous roles.

Failure to Market Themselves Effectively

Ironically, while corporate PR executives excel at promoting others, they often find it challenging to market themselves. Self-promotion can feel uncomfortable, and many underestimate the effort required to establish a personal brand, build a website, create thought leadership content, and maintain an active presence on social media.

Balancing Service Delivery and Business Growth

When corporate PR executives transition to consultancy, they often focus entirely on delivering excellent service to their initial clients. While this is important, neglecting business development can lead to a lack of new leads and opportunities. Balancing client work with the need to grow the business is a common struggle.

Managing Expectations and Boundaries

PR professionals often work within defined scopes and timelines in a corporate role. Consultants must set boundaries and manage client expectations—a skill often underestimated. Overpromising or failing to push back on unreasonable demands can lead to burnout and strained client relationships.

Overcoming the Challenges

While these obstacles are significant, they’re not insurmountable. Here are some strategies to ease the transition:

• Invest in Business Skills: Take courses or seek mentorship to learn the business’s fundamentals. Be bold and learn as much as possible from those who have done it before you because we can’t do this business in a vacuum.
• Define Your Niche: Identify a specific area where you excel and position yourself as an expert. Be prolific in selling that first.
• Build a Personal Brand: Treat your consultancy like a client and dedicate time to marketing yourself effectively.
• Network Strategically: Focus on connecting with potential clients and decision-makers, not just industry peers. Tools like social media help a stack but are not everything!
• Plan for Financial Stability: Build a financial buffer before launching and prioritise securing retainer clients or steady ways to flow cash, like contracts and projects with ongoing leads.
• Outsource When Possible: Delegate tasks like bookkeeping, website design, or admin work so you can focus on your strengths.

Launching a PR consultancy is a rewarding but challenging journey – and in times of economic challenge, it can seem overwhelming or too tricky. By preparing for the realities of entrepreneurship and addressing potential pitfalls head-on now, a talented freelancer or PR executive from any sector can increase their chances of building a thriving business that stands the test of time.

Lucky for you, after 17 years in the PR consulting game, I have designed a new program to support your own ‘hard launch’ into my world. It has lots of goodies and starts on 10 February –  join me here.