The Business of Freelance Communications
Prepared for EGL1320 – Writing for Business Professor Melinda Kramer
By Athena Thomas November 19, 2011
MEMO of Transmittal
TO: FROM: DATE: SUBJECT:
Professor Kramer Athena Thomas November 20, 2011 The Business of Freelance Writing
What is Communications? This report will give a brief overview communications with special emphasis on writing and editing. Communications being such a broad field offers a variety of venues to produce material and share your thoughts, ideas and processes. It can be the most rewarding career path because it allows for creativity and individuality. The majority of the communications work is done in the publishing industry however the Department of Labor classifies freelance communication under the arts and entertainment industry. Looking Inside the World of Freelancing Since the recession, we have seen an increase in the amount of freelance contractors in several fields but especially in communications. As companies struggle to stay afloat they must find economical ways to keep meeting the demand for information, which has not decreased. Many companies in the publishing industry have streamlined processes and operate more efficiently due Internet technologies, thus heavily fueling the resurrection of self-employment in the U.S. However many of the employees who are being laid off are not quite prepared for this transition into professional freelancing. This report will share some tips for getting started in a freelance writing career and established as a book author.
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Contents The Business of Freelance Communications..................................................................i Prepared for ................................................................................................................. i EGL1320 – Writing for Business ................................................................................i Professor Melinda Kramer...........................................................................................i By ................................................................................................................................. i Athena Thomas............................................................................................................ i November 19, 2011.......................................................................................................i MEMO of Transmittal.....................................................................................................i Contents...................................................................................................................... ii What is Communications?..............................................................................................1 Overview of the Publishing Industry..........................................................................1 What is the Employment Outlook?.............................................................................2 Looking Inside the World of Freelance Writing............................................................4 Building a Career........................................................................................................4 Conclusion....................................................................................................................... 7 Works Cited.................................................................................................................... 8
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What is Communications? The dictionary defines communication as "the imparting or interchange of thoughts, opinions, or information by speech, writing, or signs"(communications). The work of communications is defined as the process of transmitting information, ideas, thoughts or opinions via verbal, written and visual mediums. The communications field is broad but there a few prominent career paths that stand out like: § § § § §
Writing/Editing Public Speaking Journalism Photojournalism Public Relations
This report will focus on the profession of writing and editing. Writers create original material for a variety of mediums, such as books, magazines, trade journals, online publications, novels, newsletters, screenplays, radio scripts, textbooks, advertisements, scripted material for the Web and other communication devices (Outlook). The field is flexible allowing most of the jobs to be done either as an employee or as a freelance contractor. This report will focus on establishing a career in freelance communications with special emphasis on writing and editing. Freelance writers are self-employed (often working under contract) and make a living selling their work to book and magazine publishers, newspapers, advertising agencies, or the entertainment industry for movies, theater or television (Outlook). This report will provide the following: § § § § §
Requirements to establish a career as a full-time freelance writer, eventually becoming a book author Professional qualifications Educational requirements Financial and time investments Viability of the Field
Overview of the Publishing Industry The Department of Labor’s Career Guide to Industries, 2010-11 Edition categorizes writing careers under the publishing industry. “The industry does not include independent, or "freelance," writers, artists, journalists, or photographers, whose jobs are included in the arts, entertainment, and recreation industry, but who contribute a significant amount of content material to this industry” (“Labor”). According to the guide nearly half of all industry revenues are derived from textbooks, technical, scientific and professional books, the other half are derived from the adult trade, which includes fiction and nonfiction books (“Labor”). Small book publishers are growing and effectively competing with the dominant big six (Random House, HarperCollins, Penguin Group, Simon & Schuster, Macmillan and Hachette Book Group), because they cater to 1
specialized subjects referred to as a “niche” (“Writer’s Market” 13). Magazines are categorized as trade, written for business and consumer, written for general audiences (“Labor). The majority of the industry has made a move towards online publication. The introduction of ebook readers such as the Kindle has negatively impacted print book sales. According to Nielsen Book Scan, actual sales of books in 2008 was 0.2 percent after a 5 percent increase in 2007 (“Writer’s Market 12). Although book sales went down book publishing increased 35 percent between 2007 and 2008, largely due to print on-demand books (“Writer’s Market” 12). The table below shows a breakdown of the industry by segment. Newspapers, periodicals, and book publishing provide the highest percentage of employment however the majority of the industry is comprised of periodical and book publishing establishments at 51.2 percent (combined). Table 1 Source: Career Guide to Industries, 2010-11 Edition Table 1. Percent distribution of employment and establishments in publishing, except software, by detailed industry sector, 2008 Industry segment
Employment
Establishments
Total
100.0
100.0
Newspapers
52.6
35.4
Periodicals
22.8
35.5
Book publishing
12.9
15.7
Directory and mailing lists
7.3
7.5
Other publishers
4.4
5.9
SOURCE: BLS Quarterly Census of Employment and Wages, 2008.
What is the Employment Outlook? In 2008 the U.S. Economy was fell hard and all of a sudden major corporations that had been around for decades were folding and millions lost their jobs. We were in a recession and it changed everything. The world of employment has changed dramatically since then. There was a time when one would work for a company and retire from that same company after working there for forty years. But these days one is to get a good five-year run with a company and then there is no guarantee that company will be around in forty years. During post-recession years many Americans spent 18 months living off of unemployment benefits because companies stopped hiring. It now takes the average job seeker one year or more to secure a position. For those in the communications field even long-term legends like Harry Cabluck were not exempt. After 40 years with Associated Press covering such events like Super Bowl games, World Series and Master’s Golf, this icon was laid off and at the age of 71 started a freelance career (“Texas” 48). The Career Guide to Industries, 2010-11 Edition provides the following outlook on employment in the publishing industry.
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Over the period 2008-18, wage and salary employment in publishing, except software, is projected to decline 19 percent, compared with 11 percent growth for all industries combined. Books, newspapers, and magazines will continue to be needed to keep people informed and entertained, whether published in print or through electronic media. However, efficiencies in production, declining newspaper revenues, and a trend towards using more freelance workers will cause overall employment to decline. The research shows that there has been a definite shift in the industry resulting in many employees being laid off. Some may find other jobs but the reality for many is that they must find a way to make the transition into freelance contracting if they want to get work.
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Looking Inside the World of Freelance Writing Freelance writers typically work from home. Although some freelancer may perform work on-site periodically, they still are paid as independent contractors, not employees. Working from home is not new, at the beginning of the 1900s approximately half of U.S. workers were self-employed, by the late 1970s only 7 percent were self-employed (Parker 6-7). Since then self-employment has reemerged as a prominent segment of the industry. It is reported that home-based businesses are considered the fastest growing segments of the U.S. economy with an estimated 7 to 10 percent annual growth (Parker 7). The International Data Corporation reports the field of writing as one of the top ten home-based based businesses (Parker 7). Working as a freelance contractor you will encounter: § Increased freedom § Flexible work schedules § Choice of assignments § No daily commute § Relatively low start up cost § No specialized education requirements § Juggling several roles § Lack of benefits § Lack of a steady paycheck § Operating a small business § Taking more time to become established § High competition § Working alone § Marketing your services This list contains some things that may be benefits for some and disadvantages for others. The benefits of increased freedom and flexible work schedules can be rewarding to parents who need to be home with their children however, learning to operate a business can be culture shock for someone who has spent all or the majority of their career as an employee. As an employee one becomes accustomed to having support from other employees but as a freelance contractor, one has to wear all the hats. This transition can be quite challenging, as one well established writer found when she was suddenly laid off from her full-time job with a national publishing firm and then was hired back in less than a week, as a freelance contractor, doing the same work, for less money and no benefits (Parker 7). She had to struggle to do the work on a full-time schedule and learn how to set up and operate a business simultaneously. The change in the industry has now forced many writers to embrace the world of freelancing if they choose to continue or begin a career in writing.
Building a Career To become a freelance writer one must understand that it takes time to launch a writing career and that this is a business-not just a creative process-that will develop a product (Allen 5). It takes time to become “successful” and requires a high level of discipline, commitment and perseverance. In the beginning of a freelance career one will experience rejection during attempts to get published, therefore one must learn to accept it gracefully (Allen 5).
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It is recommended that freelance writers start to solicit work from previous employers and business contacts first, then ask for referrals from family and friends (Jackson). Joining professional organizations is a good way to get connected to other professionals and build a list of potential clients (Jackson). Broadening the scope of work to include editing and proofreading, as available services will open doors to additional sources of income. Commercial freelancing, which is also called copywriting, will require one to prepare bids and proposals for open contracts with businesses, organizations or government agencies. A copywriter writes copy or text to help businesses communicate with their customers (Allen 277-278).
Educational Requirements and Qualifications There are no specialized educational requirements, degrees, certifications, business licenses or permission required to become a freelance writer (Allen 5). However you do need the following (Allen 9-11): 1. Writing ability – Existing writing skills can be turned into a source of income 2. Business sense – Since freelance writing is a business one must be able to make business decisions about what and how to write, regular market research and administrative activities such as billing, contracts and bookkeeping. 3. Professionalism – Projecting a professional image will help establish a professional freelance reputation with editors. 4. Motivation – The desire to write must be prevalent, as freelancing requires a change in your life. 5. Perseverance – A successful freelancer isn’t one who never has problems, such as rejections, setbacks and discouragements, or doubts; a successful freelancer is one who perseveres in spite of them. 6. Discipline – One needs to be a self-starter and able to finish what one starts.
Time and Financial Investment Writing like any new career, requires a start-up investment of time that will build up skills, sell the first article and develop a client base (Allen 21). Getting a response from initial queries for work may take two to four months and six months to make the sale (Allen 21). Time should also be allocated to writing on a regular basis. Create a writing plan that will allow for specified periods of time dedicated only to writing. The initial startup financial investment is very small. One will need several tools and resources to get started (Allen 13-19): 1. 2. 3. 4. 5. 6.
A workspace of your own A computer An Internet account A phone The Writer’s Market Basic writing supplies a. Reams of 20-lb bond paper b. Box of 9X12 mailing envelopes c. Box of #10 envelopes d. Blank CDs
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7. 8. 9. 10. 11. 12.
e. Postage f. Office supplies Professional letterheadComputer peripherals Writer’s bookshelf – dictionary, style guides, thesaurus and reference guides Separate bank account Business plan Six months of living expenses in savings
Establishing a “Platform” A steady stream of commercial freelancing and article writing can provide a decent income. However book writing provides higher income but requires considerable investment and a different set of work habits before becoming successful in this arena (“Writer’s Market” 21). To be recognized by editors as a serious writer one must develop a platform or following. This is especially important in book publishing, as most of the big houses will not even consider a writer without an established platform. Following the authoring process (see diagram below) presented in the book “Get Known Before the Book Deal” will help writers develop a platform and position them for success as book writers. According to Seth Godin, “The best time to start your book is three years before it comes out. Three years to build a reputation, build a permission asset, build a blog, build a following, build credibility, and build the connections you’ll need later” (Katz 2).
The Authoring Process (Katz 2) Phase 1: Platform Development & Building
Phase 2: Book Proposal Development & Pitching
A foundational period of platform positioning and platform development.
A period of relentless work on a book proposal that will actually sell.
Phase 3: Book Writing
Phase 4: Book Marketing
A fairly exhausting period of book crafting and editing.
A busy period of book promoting and selling.
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Conclusion The profession of writing and editing is no where near becoming obsolete however the ways in which the work is done is being shaken up by technology thus forcing those who drive the publishing industry to become smarter about operations. It is evident that employment will decline especially when costs continue to rise, with no real relief in site. Making the transition to a freelance writing career may not be easy for writers who have always been employees. They must learn the fundamentals of operating a business, managing their finances, marketing and finding contracts. The positive side is that there is a plethora of resources available to lead them to success. Many freelance writers who have successfully walked this path, have written books, maintain Web sites and blogs to share their wisdom in order to help other writers make the transition easier. For those who are interested in becoming book authors, the road may be a little longer, as it takes much more work to get recognized as an expert in your niche and build a following. However with the evolution of print-on-demand a new author can get published quicker and at a lower cost. Whatever path is chosen it will be a challenging one but it will also be a rewarding one. Don’t choose to become a freelance writer simply because you are forced to, do it because you have a strong motivating reason. One freelance writer who worked both as an employed writer and as a freelance writer states that she does it because it gives her the flexibility she needs as a single mother (Jackson). It is that one thing that keeps her motivated during those tough moments, and she has had many (Jackson). By writing well, loving the craft and being motivated one can become a successful freelance writer.
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Works Cited "communications." Dictionary.com Unabridged. Random House, Inc. 16 Nov. 2011. <Dictionary.com http://dictionary.reference.com/browse/communications>. Bureau of Labor Statistics, U.S. Department of Labor, Career Guide to Industries, 2010-11 Edition, Publishing, Except Software, on the Internet at http://www.bls.gov/oco/cg/cgs013.htm (visited November 04, 2011). Katz, Christina. Get Known Before the Book Deal. Cincinnati: Writer’s Digest Books, 2008. Print. Interview: Jackson, Laura. Personal Interview. 11, Nov. 2011. Writer’s Digest Books. Writer’s Market Guide to Getting Published. Cincinnati: Writer’s Digest Books, 2010. Print. Allen, Moira. Starting Your Career as a Freelance Writer. New York: Allworth Press, 2011. Print. Writer’s Digest Books. The Craft & Business of Writing. Cincinnati: Writer’s Digest Books, 2008. Print. Parker, Lucy V. How to Start a Home-based Writing Business. Guilford: The Globe Pequot Press, 2008. Print. “Texas Legend Harry Cabluck Returns to Freelance After AP.” News Photographer. 65.1. (2010): 48. ProQuest. (1964282881).
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