I believe I have a continuous flow of ideas, memories, and thoughts running through my mind, and this is probably why I find it difficult to sleep and, unfortunately, begin working. Sometimes I'm just too distracted to remember, but mostly, I've used a technique I learned along with essential planning principles and tools from Anthony Pangilinan, from his Time Management & Prioritization training program. Then again, years later, a modified version,from a writing class conducted by columnist Barbara Gonzalez. Below is how I put these principles together to help give my mind some rest, save ideas that could otherwise just evaporate and stay lost forever, and go beyond staring at a blank wall: 
  1. Write all ideas down immediately. Have a notepad or whatever gadget you're more comfortable with, handy. I get a lot of a-ha! moments and ideas when I'm in the shower (don't ask me why) or upon waking, so a notepad is really what works best for me. Then focus on the task before you (the shower, getting up, going back to work...). As someone once said, "free your mind; write it down".
  2. Mind map. This is, so far, the best technique I had ever learned, as far as planning and getting started on anything, including writing a story. A mind map helps develop your ideas, gives you an overview of an entire project, plan, story, etc. When in a writing rut, a mind map always helps me find my story hook and get beyond that. Without it, I find myself staring at a blank monitor with a blinking cursor. This technique also helps me take down notes during an interview. Whatever, it works better than long lists, is more attractive to look at, and doesn't take too much sheets of paper. Read about mind map at http://www.mind-mapping.co.uk/make-mind-map.htm ,and check out https://bubbl.us/ and  http://dabbleboard.com/ for digital versions.
  3. From the mind map, develop action plans and plot against your schedule or to-do list; develop the story outline and start writing. Do something about the idea or thought bubble.
  4. Keep this map visible. Post it on your board, work station, frame and display it, save it on your computer desktop. Just make sure it stays visible. We need to be reminded sometimes. Often, even more ideas spark from the sight of the mind map.  
  5. Assess periodically. If it's a goal or mission, begin the next time period's planning with what had not be accomplished before. If it's for a story, project, or campaign, keep the map until your mi
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Having taken the plunge into the world of independent contractual work, better known as freelance or consultancy services, I have experienced enough highs and lows to want to guard this corner of the rat race that I have carved out for myself.  

No matter how much knowledge, expertise, and skills one has and continues to build to make oneself marketable and relevant, it's a competitive world.  On top of that fact, there will always be naysayers, bullies, and unbelievers of the freelancer, even if we continue to be called on and get paid  for valuable work.

To continue to do what you love doing, without the hassles of the 9-5 and overhead concerns, you must make sure to secure and equip yourself with these:

1. contract.  Always work under a contract. Before this, you need the necessary documents like permits, licenses, official receipts, etc.
2.  competitive fees.  Know how much industry rates are, how much you deserve, then adjust.
3.  uniqueness.  You have to find an area or service, or manner of your work that you do exceptionally well, then market and capitalize on this.
4.  dependability.  Once you've secured your account, make sure you can be relied on to deliver. Especially early on, consider this your true business capital; you are creating your own reputation.
5.  image. You are as good as not just how you look and sound, but as good as your last work. Live up to the standards you've set. Remember this because you can bet your clients do.
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writer's block 08/12/2010
 
There are a variety of reasons a writer falls into a rut that's difficult to climb out of.  More often than not, in my experience, it's because the writer finds him/herself:
  • overloaded or overworked
  • uninspired
  • tired and/or hungry
  • distracted
  • pressured by deadlines
I don't know how others have done it, but here are the top 5 ways I've managed to detach myself from the rut I was in:
  1. I would just get up from my work seat, away from the computer.  Take a coffee break, a shower, a walk, do a quick workout, have a massage, a nap...
  2. I would read.  Reading gives me a shot of inspiration or a way to escape to some place and time when taking a real trip isn't an option.
  3. I would play a couple of games. Just the short ones. My faves are word twist and bejewelled. It's a break from work, but not quite a break from the computer.
  4. I'd buy myself something pretty or fabulous, or remind myself of how much I want to buy this pretty or fabulous item.
  5. I'd force myself to do a chore I put off too long.  Maybe that was -- in the deep recesses of my subconsciousness, actually keeping me from focusing.
There.  Now back to work.
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Well-equipped 08/09/2010
 
In the full organizational set-up of a PR agency, a team working on one account, (proportional to the size and requirements) could have anywhere from two to five members, each tasked to handle essential areas, typically: account direction, account management/servicing, editorial/writing, media relations, and monitoring.  The other areas, which may not be needed on a daily basis, could be assigned to any one member of the team, or more cost-effectively, out-sourced to an expert.  This would normally cover event management, messengerial/courier, and accounting work.

Even if you have been trained more in any one or two specific tasks, it always helps to be knowledgeable and experienced in all areas of PR.  This will greatly benefit you if you want to work independently or freelance, as in my case.  I've found the top five skills that can help you on your way to autonomy are:
  1. Oral communication skills.  You should be able to express yourself well verbally to different types of people, boss or otherwise.  You should also know how to maximize the skill for presenting, because a huge percentage of your bagging an account or communication project lies on how well you deliver your pitch.
  2. Written communication skills.  People usually assumed everyone in PR could write.  But just as not every writer has good interpersonal skills, it's should be acceptable that not every PR account manager or director could write.  If you could write, it would save you the effort and time spent on briefing a writer on the editorial requirements, and consequently, shorten the work flow or process, and eliminate some expenses as well, by a considerable amount.  Writing well could also help ensure correspondence is never misinterpreted.
  3. Accounting. Doing the math yourself is handy from measuring media mileage, drawing up projections, cost estimates, and billing statements.
  4. Media Relations.  Speak well, write well, mean well -- you're halfway there.  All you'll need to do is know your target media. So do your research (see next).
  5. Monitoring.  How will you know what media venues to recommend, what strategies to propose, what tactics will work,  if you do not read, do not watch TV and movies, and however else you can monitor trends?
PR is not as simple as possess-all-5-skills-will open-PR-firm.  But, if you do find yourself proficient and effective in all 5, you're equipped and competitive enough to handle a project and/or an account and not worry about overhead.
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You're trying to get in touch with the media with a very important pitch.  Or maybe to check if they received your press release. Or maybe just to invite them to an event. You can get a variety of responses, including a cold thank you, a vague ok, or a even  an irritated bark followed by the phone going dead.

None of these are good for your heart and passion to continue with your work in PR, but you can spare your poor heart and/or ego the hurt, if not entirely, then at least most of the time.  Then you won't be entertaining thoughts about shifting careers too often. 

Here are some tips:
  1. Know your target media. Make sure your pitch is appropriate for the editor, producer, writer, and/or columnist of the section, program, paper, blogger, network, and/pr publication you are contacting.  Oh, and get the names and positions right.
  2. Once you have sufficient info -- background, profile, readership, viewership, personality, etc. -- you can compose a good opening statement for your call. Include a short introduction, the reason for your call, and a pitch line. The pitch line has to make them realize how much they need what you are about to share. It helps to have all these on paper or on a computer screen for you to refer to.
  3. Make sure you call at the right time.  It's not as much when you're free to make the call, but when the time is good for the person you are calling. Investigate.  Find out what time your media contact gets to work, what time they're usually free to talk, and what time they're usually open to taking calls. 
  4. Be polite and respectful, but don't grovel. They are the media, we need them, but they need us, too.  They can get info from the next person if you don't sound confident, knowledgeable, and friendly.
  5. Keep your call as brief and straight to the point as possible. Don't ramble.  The people you're calling are busy and have deadlines to meet.  If you need to share more details, commit to sending these via email.  What's important is you make the first contact memorable.Before you put the phone down, try to get a commitment from them to at least read your email or get back to you with their feedback.  If you plan to do a follow-up, set a date and time, preferably the best time for them. 
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