Most people hate public speaking. Call me crazy, but I really enjoy it! Of all the things I’ve done to promote my virtual PR firm and my own talents, getting in front of a group, sharing some advice and showcasing some of my work has by far been the most beneficial way to bring in new business.

 Earlier this month, I had the chance to speak to a group of women dynamos in Anchorage, all of whom are a part of a fairly new group called the Association of Women Entrepreneurs. 

At the podium during a WE talk in Anchorage in August

As part of this talk, I shared by Top 10 Dos and Top 10 Don’ts for running a small business.  Of course, I gained much of this knowledge by learning the hard way, but I think the ladies got a good laugh or two out of my mistakes and blunders as a small business owner over the last 10 years. Maybe I even saved a couple of them from a painful experience.

So, I thought I’d share by Top 10 Do’s (with a little explanation of each). I’ll tackle the Don’ts in a future post.

 Top 10 Do’s For Owning a Small Business

Bookkeeping

Get a good accountant – stay on top of the financials and IRS obligations and have someone else handle your billing.

When I first went into business, a colleague who had owned a firm for several years told me not to do my own billing. I didn’t listen for about four  years. But then, I slowly came to the realization that instead of doing accounting work, I could be billing more PR consultant work. Once you get more than three clients, let someone else handle the billing. It will more than pay for itself.

Get agreements in writing (client agreement, subcontractor agreement)

I haven’t had a lot of trouble with clients not paying or subcontractors burning me, but I did start putting things in writing, and guess what? Clients and subcontractors took me more seriously. Having everyone understand the terms of the agreement ahead of time is just smart business. That way, if anyone ever has a question, it’s right there in black and white.

Have a website

I didn’t think I needed a website because most of my work comes from word of mouth. What I didn’t realize was the time that a website could save me.  Potential clients used to call and ask 20 questions, then ask to meet. Now, they call, and I refer them to my website, then ask them to call back if they are interested in talking further. More often than not, a potential client has already been to my website, has a clear understanding of who KD/PR Virtual is, and they say “I want to hire you.” That has saved me a ton of time.  I landed a large hotel chain client this year, and they told me that I was recommended by a local business, they checked out my website, and knew they wanted to hire me right away. That work alone has more than paid for the costs of my website.

Have a dedicated work space with a door that closes, even if you work in your home.

Maybe it’s me, but closing the door is imperative for me to concentrate on the task at hand, and to avoid distractions. Most of my clients know that I work from home, and that I have a Chocolate Lab office companion and two rowdy boys. But it’s not professional when the dog barks or the kids can be heard screaming in the background. You simply cannot be professional without that closing (and locking!) door.

Network, even when you don’t need more sales or new business

After 10 years of PRSA, Convention & Visitor Bureau, Chamber and other networking opportunities, I can honestly say that work comes from constantly being out there. I can run into someone at a Business After Hours, talk to them for 15 minutes, and two years later they will call me with a business lead. I network harder when I need new business, but I never stop it altogether.

Tap into free or paid professional development opportunities

Nearly every free, or low cost seminar I’ve attended has resulted in at least one important nugget of advice or information. Many people think that if it’s free, it’s not worth it. I would argue the opposite when it comes to professional development opportunities. Some of the best advice I’ve received was from a counselor at the University of Alaska Small Business Development Center. I never paid a penny for it.

Mentor others, it comes back in referrals and business.

I can’t even count the number of people who I mentored, then ended up directly competing with me for PR business in Anchorage. Sometimes it hurts. I’ve had “friends” steal clients. But I keep the attitude that “there’s plenty of work for everyone.” I know I’m lucky to be in a small market where the economy is pretty stable and there is a lot of opportunity for all. But I still think you hold your competitors close to your chest and it pays off in the end. And, doing good work always pays off, so don’t sweat the small stuff. Sometimes, I get more satisfaction out of seeing someone I helped along the way succeed, than I do from my own good work. It feels great.

Kill the enemy with kindness

Clients want to work with positive people. They don’t like whiners. My dad always told me, “take the high road.” So, when someone says or does something mean (and yes, the agency business can be a bit cut-throat at times) I kill them with kindness. More times than not, the clients will say “I like your attitude, I want to work with you instead.” Trust me, it works. (I’d like to take this opportunity to thank those who have been mean. I appreciate you sending me the business!)

Tap others in your industry, consider forming a group for networking/biz referral

Ever heard the saying “you don’t need to reinvent the wheel?” We sometimes forget that there are lots of other people out there doing the same thing we do. They might be in other cities or even other countries, but they are one of your best resources. So why not tap them?  One of the smartest things I ever did was join PRConsultants Group. I haven’t received very much business from this group, but I have 39 other PR Consultants around the country to tap for ideas, advice and to do great PR work for my clients. Collaboration is smart. So figure out who can help you be better, and team up.

Find others who share your same vision and get them to join you/work with you. Then, trust them.

Without my team of amazing co-workers, KD/PR Virtual would still be what it was when I started a decade ago – an independent practitioner PR firm. I was shocked to find out how many talented people were right here in Alaska who shared my vision for work/life balance and who were more loyal than any other peers I’d worked alongside. When you share a common vision with someone, they’ll prove they’re trustworthy and you all can prosper together. The last two people I’ve added to my team were hired because I followed my gut – I knew they shared my vision. They’re the best subcontractors anyone could hope to find.

I’m always refining this list, so if you have suggestions or personal experiences you think would supplement these, send me a comment.

This month, I took a couple of days off and went dipnetting. For non-Alaskans, that is the easy way of filling the freezer with salmon by scooping fish with a net. Yes, it’s legal for Alaska residents, and it’s incredibly fun!  We got 17 red salmon for a couple of hours work.

While out on the river, I caught myself feeling guilty about taking a couple of days off of work, and wondering if I’d regret the smaller paycheck that comes with fewer billable hours.  Then I remembered, that’s why I went into business for myself. So, I’d have the flexibility to take off when I really want to, and to be there for my boys as they grow up. I had to remind myself to sit back and enjoy the ride on the roller coaster.

When you think about it, doing public relations consulting for a living is a lot like riding a roller coaster. At the top of the roller coaster hills –life is fast and furious. There’s never a second to spare and you have so much to do, you can’t see straight. Every client seems to need every project now. A good PR person juggles 20 or 30 balls a day, making each client believe they are the only one calling. They make all the deadlines and don’t let anyone see them sweat. I’ll even admit, I’m one of those who enjoys the pressure and thrives when the workload is heavy. Maybe it’s my substitute for the daily story deadline and the rush that came with covering breaking news at the TV station years ago.

You get through the crisis or deadline, and settle into a valley of quiet. You finally have a chance to catch your breath, clean off the desk enough to see the table top again and manage to get to those business management tasks that have been on the back burner – pro bono work, updating the company website, balancing the checkbook and updating the calendar.

Then, the worry starts to creep in. Why are things so quiet? Why don’t I have a full schedule next week? Do I need to go get another client? Who have I not heard from in awhile, and why haven’t they called me?

After being in business for more than 10 years, I still find myself letting the worry creep in from time-to-time. I remember someone telling me just after I started my business that you have to expect the peaks and valleys in the workload as a part of being an independent consultant. They promised I’d learn to enjoy the valleys and take advantage of free time when business is slower. But I still feel guilty when I sneak away for a swim midday or simply take an unplanned day off.

I now know that the lull will only be temporary. More work will come in a matter of days, and worrying is not going to make a bit of difference. In Alaska, the summers are short and July and August are the best times to take off of work, enjoy the outdoors. I’m pretty good at fishing. Maybe one of these years, I’ll become a pro at riding the roller coaster.

Image Credit:  www.ace-clipart.com

 A couple of weeks, I lost my dad. He passed away of a heart attack at age 79.  After a lot of reflecting, I thought it only appropriate that this week’s blog post incorporate Ben Day, and his contribution to my business.

 The fact is, I likely would never have opened KD/PR Virtual if it wasn’t for my dad. He was the person who was always saying he wished he’d opened his own company. He contemplated buying a gas supply company in Durango, Colorado once with aspirations of my brother and I learning the business with him. But in the end, he stayed with the sure job and the steady paycheck. He put up with a lot of junk though, especially for a company that he dedicated more than 30 years to, and I knew if he could do it over, he would have preferred being his own boss.

 When I lost my job in 2000, I know that dad was thinking he wished he’d taken the risk, when he encouraged me to open my own PR firm. I remember him challenging me “So, what’s holding you back?”  I used the first excuse I could think of – money.  He asked how much, and the next thing I knew he was writing me a check for $2,500. 

I spent that first $2,500 on a new computer, fax machine, answering machine, stationery, business cards and office supplies.  Six months later, I paid my dad back.

I’m still not sure if I would have taken the leap into self employment without his encouragement.  That was more than a decade ago. It’s still the best business decision I’ve ever made. I know dad was one of the people who was most proud of KD/PR Virtual, and he was always asking me questions about my work and clients.

Every once in awhile, someone asks me to be a guest speaker to talk about business success. I always start off my talk telling people that I don’t recommend they start a new business like I did – with very little planning, no clients and non-existent savings. But, I think I’ll have to add a new line to my talk……If you have a family member who believes in you and is willing to be your first investor…it could be the deciding factor between success and failure.

A recent report in PR Newser™ said that being a public relations consultant is one of the top 10 high-stress jobs. I’m not surprised. Each of the members of PRConsultants Group work long hours, handle critical issues and rarely get a thank you for a day’s work. But despite the downsides, I still think being a PR pro also is one of the best jobs available today. Why? Because it’s one of the few careers where you can really live your passions every day.

When I decided to be a journalist at a pretty young age, I chose that career because I wanted to make a difference. I hoped to educate people on important issues like health and parenting. I aspired to aid people in making informed decisions about issues and their elected representatives. After working in radio and TV news for six years, I gave it up. I didn’t feel like I was making any difference in my 90-second story each night, which more often was about a plane crash than it was any important social issue. I was unhappy, burnt out and tired of working around people who cared more about their face being on the TV than they did about what they reported.

 As soon as I started working in public relations, I realized what had been missing. Public relations is the ultimate career to fuel your passions. In a career satisfaction article in Wetfeet®, Tory Johnson, founder and CEO of Women for Hire says Passion is one of “The Four Ps” to a rewarding career. Place (loving where you work), People (enjoying your peers at work) and Pay (salary is important) are the other keys to career satisfaction. I couldn’t agree more.

When I think about the projects I work on each year, the ones that keep me heading to work every day, the ones that I remember years later, are the ones that are fueled by passion. There are plenty of passion-filled issues to dive into here in Alaska. My firm, KD/PR Virtual, has advocated against the proposed Pebble Mine, a copper and gold mine that threatens the world’s largest salmon fishery and a way of life for Alaska’s people. I really want my boys to be able to take their kids fishing or bear viewing there some day.  We’ve had the chance to educate about climate change, shipping safety, polar bears and offshore oil drilling for World Wildlife Fund’s Alaska Field Office.  We get to encourage kids and adults to learn a love of fishing, and to be good river stewards through work with the Kenai River Sportfishing Association. This spring, we were able to work for the Girl Scouts of Alaska to boost cookie sales, and to share the message “It’s so much more than cookies.” My first stab at entrepreneurship was selling Girl Scout cookies in Illinois as a 3rd grader, and I’m positive that experience helped to develop my savvy as a small-business owner today. This story was a pretty easy sell for me, since I’m living proof of the message.

 A University of Chicago study reported that one of four workers in the U.S. are unhappy with their jobs. Listening to my friends, I’d say that number is even higher. Public relations counseling may be high stress, but, I still count my lucky stars every day. The long hours and pressure to perform are worth it when you’re doing something you love. PR professionals make a difference in the world every day. If you’re looking to hire someone to help with your business’ publicity or communications, look no further than a PR pro who is passionate about you or your work.  When our hearts are in our job, the results can be amazing.

As KD/PR Virtual Celebrates Ten Years, I Reflect on What Has Motivated Me the Most in Business

This week, I celebrate 10 years of owning my own business. I actually can’t believe it’s been a decade since I left the agency world and struck out on my own. I wouldn’t recommend anyone do it like I did – with a three-week-old new baby, no savings and no plan – but it still remains the best decision I ever made.

In celebration, I thought I’d share two of the things that I think have contributed most to my success.

1) Determination to succeed in the face of competition

The agency business can be competitive and after I left, my previous employer went out of the way to discount my abilities and at times, to come right out and ask potential clients not to work with me. It’s a small town, and I lost some valuable business in my early years. I’ll never know why they treated me so unkind, and probably never will. But that adversary sure did motivate me! By staying positive and not joining the cat fight, I even gained a client or two who didn’t appreciate the negativity on the other side, and appreciated my taking the “high road.”My advice for business success? Think of the couple of doubters, competitors or whoever really doesn’t want you to succeed. They’ll motivate you like nothing else.

2) Seeing too many people having to choose between their career and raising a family.

Some companies have figured it out, but let’s face it, most managers still doesn’t value family enough, and it’s downright hard to juggle a job and babies. I found a way to make it work for me, and having a chance to help others figure out that balance out has been a huge motivation for building my virtual firm.

While I initially thought that money and a flexible schedule would be the biggest rewards, it turns out, those were just the necessary parts. What has been most fulfilling is the chance to help other men and women who want to stay home with their children, or who seek a more balanced quality of life, to go into business on their own. My virtual firm now subcontracts to 10 other amazing entrepreneurs. Many of them have young children who are a priority. The members of my team are some of the best at what they do, and they’re happy to be working on their own terms, instead of working for someone else. They have life/work balance, and that makes them better workers and better parents. Their happiness shows in the quality of work they do. I hope they value the support network we’ve built for each other as much as I do. Seeing them be successful is the greatest reward I could ever receive.

My business success strategy so far hasn’t been the one that is paved with the least emotional pain, but it continues to work, and I’m thankful for it. What are the factors that made you successful? What motivates you the most?

Welcome to the Virtual View!

I’m diving into blogging with lots of reservations. After looking at blogs I follow, I know that I don’t have the wit, humor or knowledge that many who are blogging possess. There are enough people out there giving advice on public relations, and I don’t see room for even one more mommy blogger.

What I do hope to share are my unique insights as I work with clients, virtual team members, friends and family. I consider myself a newbie on the social networking front, but I hope to show how KD/PR Virtual is using social media successfully (or not so successfully). 

Along the way, I also hope to share some of those “ah ha” moments that seem to be coming more frequently these days. I’ve been a woman-owned, small business owner for nearly a decade in Anchorage. KD/PR Virtual is thriving in the down economy. Virtual PR firms are on the rise. I waited to have kids until I was 38 and 42 years old. I am still playing competitive sports in my late 40s. In all of these ventures, I have consciously chosen to not follow the same path as many would take. Perhaps I’m just crazy, but hopefully I can share a different perspective!

Are there other things you’d like to see in the Virtual View? Send me your suggestions.