Stepping into the world of PR and communications freelancing looks different for everyone, but one thing remains constant - the challenge of building a client portfolio from the ground up.
To find out more about how freelancers make that leap, we spoke to three communications professionals who've recently transitioned to freelance work. They shared how they built their client portfolio by leveraging personal networks, nurturing relationships, and gradually refining their approach to sustainable growth.
When you decided to go freelance, did you line up a client before taking the leap or did you dive in headfirst and went with the flow?
Rachel Abad
I made the decision to go freelance in November 2024 after some difficult experiences in the agency world. The volatility and constant pivoting began to feel unsustainable, and I knew I needed to carve out a path that aligned more closely with my values and well-being.
I didn't have any clients lined up at the time - but as soon as I made the decision, opportunities started coming in organically through former employers and people through my network once I shared the news. I actually had my first freelance project lined up by the following Monday after my resignation.
Talya Kaplan
Yes, I had a client lined up before taking the leap, which in hindsight was a smart decision and a key motivator for making the transition. I'm not sure if I would have the guts to do so otherwise! It gave me the confidence to leave my full-time role, knowing I had some stability from the get-go.
Paige Milton
I didn't have any clients lined up before I jumped in this time. I'd done some freelancing before COVID, so I knew how it worked and wasn't as nervous. I also wanted to work with my own clients rather than through agencies. Now, I think I've found a good mix of both.
What have been the most effective ways you've found new clients, and how has that changed over time?
Rachel Abad
Tapping into my existing network has been the most effective way to gain work. When I first started out, I prioritised reconnecting with former colleagues and peers over coffees, phone calls, and through sharing LinkedIn updates. Simply letting people know you're available and what you offer can be incredibly powerful.
Over time, as I built momentum, I started seeing inbound enquiries come through my website, which has been a good reminder of the importance of having a strong digital presence and solid SEO.
These days, I have a more consistent pipeline, so proactive outreach has taken a bit of a backseat - but it's a strategy I'd happily return to if things ever quietened down.
Talya Kaplan
Word of mouth has certainly been effective. Having built relationships with people and organisations over the last 10-plus years, I've been able to tap into that network for referrals and repeat work. It has often been these personal connections and recommendations that have opened doors that cold outreach simply can't.
That said, I have just started to be more proactive and intentional in my business development approach, working to identify ideal clients in industries I'm passionate about and finding ways to connect with them.
Paige Milton
Early on, most of my work came through referrals and word of mouth - and that's still how the majority of my projects come in. Over time, I've also become more active (and confident) on LinkedIn, networking and sharing my work, which brings in a good amount of inbound enquiries too.
Plus, when clients rave about you to their contacts, that always helps!
How do you turn one-off projects into lasting client relationships?
Rachel Abad
I approach every project as more than just a transaction. For me, it's always about building relationships. I genuinely care about the people and the businesses I work with, and I see each engagement as a chance to understand their goals, challenges and values more deeply. That mindset naturally lends itself to longer-term partnerships. I find that when you show up with curiosity, commitment and delivery consistency, clients are not only more likely to come back, but also to refer you on.
I also think about 'share of wallet' - not just securing repeat work, but understanding the broader needs of a business and where I might be able to support beyond the initial brief. Sometimes a project starts with a copywriting or media opportunity, but by embedding myself in their world and showing the value I bring, those one-off jobs often evolve into trusted, ongoing partnerships across multiple areas, like communications strategy or even audience workshops to gather sentiment and insights.
Talya Kaplan
I think the secret sauce is a mix of responsiveness, attention to detail, and genuinely caring about your deliverables and the outcome of the project. When a client feels like you're invested in their success and not just delivering a service, the relationship is likely to last the distance.
It's also about being thoughtful beyond the initial brief. I will often share industry insights or thought starters with clients to 'stay sticky' and demonstrate that I'm thinking about them, even if we're not working together at the time.
Paige Milton
I focus on delivering beyond expectations and staying communicative. I also look for ways to add ongoing value or suggest follow-up projects that align with my clients' goals.
How do you grow your client portfolio sustainably, without overcommitting or risking burnout?
Rachel Abad
That's the ongoing challenge and one I'm still learning to manage. Like any business, freelance work has its ebbs and flows. What's helped is being clear and honest with clients about timelines from the outset and always building in a buffer. I typically factor in a few extra days on each deadline, which gives me breathing space if something unexpected comes up, and often means I deliver ahead of schedule - a win for everyone.
I also try to regularly reassess my capacity and make conscious choices about what I take on to avoid compromising the quality of my delivery or my own wellbeing.
Talya Kaplan
One of the main drivers of my switch to freelancing was the flexibility aspect - to have more control over how I work, who I work with and, most importantly, when I work. In seeking new clients and projects, I've been intentional about maintaining that flexibility so that I don't risk burning out.
I've also learnt to say 'no' to projects that don't align with my core skillset. It's not always easy, particularly from a financial standpoint, but it has helped me to stay focused and deliver my best work.
Paige Milton
At first, I said yes to everything and overcommitted myself. Now I'm selective about the clients and projects I take on. I prioritise quality over quantity and make sure to set clear boundaries on my time, so I don't spread myself too thin.
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