Event takeaways: How to Turbocharge Your Comms Strategy Using Freelancers
Successful communications teams need to be flexible, innovative and experienced. And one of the most effective ways for organisations to ensure they are delivering on this – especially when engulfed by a crisis - is to tap into freelance and interim talent.
Freelancers offer unique advantages over permanent staff, providing specialised skills, cost efficiencies and the agility needed to adapt to rapidly-changing business needs against a volatile landscape. To explore exactly how, The PRCA teamed up with The Work Crowd - the specialist interim & freelance executive search agency - to go live with Mark Lever, Head of Corporate Affairs at South Western Railway, and Matt Burrows, former Director of Policy & Comms at Coventry City Council & advocate for interim talent.
Both Matt and Mark have bags of first-hand experience in optimising their comms & reputation strategies by deploying freelancers. If you missed the event on the day, we’ve compiled the best of their insights below:
1. Freelancers as Specialist Partners, Not Just Contractors
Freelancers should no longer be seen as just a quick fix for extra hands during peak times — they are highly-skilled, strategic partners. This is not a numbers game: the key to maximising their value lies in positioning them as consultants who add long-term strategic value, not just tactical execution.
The real benefit of hiring freelancers is having access to a broader range of expertise. These experienced professionals can bring fresh perspectives that challenge your established ideas and push your strategy further.
Rather than simply filling a role, freelancers can integrate into your team and offer expertise in niche areas, whether it’s social media strategy, crisis comms or influencer relations. The more you view them as collaborators rather than temporary additions, the more impact they can have.
2. The Need for Flexible, Project-Based Roles
Today’s communication landscape is less about long-term commitments and more centred around project-based needs. Whether it’s launching a new campaign or managing a crisis, freelancers can step in and provide the necessary expertise without the complexity of a full-time hire.
Hiring freelancers on a project basis allows businesses to remain agile and cost-effective, particularly when communication strategies need to shift quickly to address emerging opportunities or challenges. These specialists can take on high-stakes tasks requiring a rapid turnaround while ensuring your core team focusses on wider strategic priorities.
3. Freelancers Bring Fresh Perspectives to Strategy
One of the most powerful advantages of hiring freelancers is their ability to bring fresh, external perspectives into your communications strategy. They can challenge existing processes, suggest innovation and provide a level of creativity that in-house teams, bogged down by routine tasks, might miss.
Freelancers are adept at spotting trends and innovations in the market that in-house teams might overlook. Their ability to offer fresh ideas and approaches to content creation and audience engagement is invaluable in today’s competitive market.
4. Leveraging Freelancers to Scale Without Increasing Fixed Costs
Hiring interims allows businesses to scale their communications efforts without the burden of increasing fixed costs. This scalability is particularly important in times of budgetary pressure. With a carefully curated freelance pool, businesses can ramp up or scale down their efforts quickly, ensuring they stay aligned with budget constraints while still driving forward high-impact campaigns.
This approach also provides flexibility, enabling businesses to adjust as market conditions and business priorities evolve.
5. Delivering Impact Through Collaborative Partnerships
Effective collaboration is at the heart of successful freelancer integration. A transparent working relationship ensures that both freelancers and in-house teams align on the goals, timelines and expected outcomes. Freelancers excel when given the freedom to leverage their expertise and add value in ways that traditional employees may not be able to.
When freelancers work alongside full-time staff, that potent combination of full-time institutional knowledge and freelance creativity and skills leads to richer, more impactful communications strategies.
6. The Future of Freelance in Comms
Looking ahead, the role of freelancers in communications will continue to grow. The global freelance workforce is already expanding, with professionals in PR, social media, content & digital marketing driving strategic initiatives across many industries.
Businesses that embrace this trend will be better-positioned to capitalise on emerging trends and adapt to a rapidly-changing environment. The sense is that the future of communications lies in flexibility, specialisation and a focus on outcomes — three qualities that freelancers embody.
Making Freelancers a Key Part of Your Strategy
Ultimately, incorporating freelancers into your comms strategy isn’t just about filling gaps; it’s about unlocking new potential. By leveraging their expertise and agility, businesses can enhance their communication efforts in a flash, stay ahead of industry trends and simultaneously deliver more impactful results.
Whether you’re looking for short-term help or long-term strategic collaboration, freelancers can be the key to turbocharging your comms strategy, offering specialised skills and fresh perspectives when you need them most.
For more insight, watch the full LinkedIn Live here