What will I be doing?

If you love to promote people, products and events, if you are creative and friendly, this can be an excellent home business opportunity for you. A public relations agency helps clients promote themselves, their businesses, or their interests through the media and other resources. You may specialize in consulting with political candidates, special-interest groups, a new manufacturing plant, a forgotten shopping mall, or a golf tournament--all in the same week. Your work will include writing and mailing press releases, planning promotional events, contacting newspapers, radio and TV stations, appearing as a spokesperson for companies and attending meetings with clients.

What will I need to start?

The business of promotions is mostly a craft, though there is some creativity to it. As a craft, it is learnable. You should have some experience in public relations and promotions before you consider this home business. But even if you don't, or you don't have enough, you can learn the craft as you plan your new business. In fact, you can be your first customer.

You'll need an office in your home where you can conduct business. Most PR agencies don't require a fancy office for clients. If you must meet a client in person, meet at their office or at a quiet restaurant to conduct business. Most of your contacts will be by telephone, fax and mail. So you'll need to equip your office accordingly. You'll most likely need a computer and printer--a PR professional sends out lots of correspondence!

Who will my customers be?

Most of your clients will be businesses, associations or individuals. The majority will be businesses. For them you will write press releases, help journalists research stories about your client (favorable ones, of course) and develop campaigns that accent the positive traits of your client.

How much should I charge?

Public relations agencies earn good money. The typical rate is $40 to $125 an hour--the range is attributed to the variations in skill and reputation. Most public relations work is priced by the job and calculated by estimating the hours required. For example, a campaign promoting a local festival may require 60 hours of work. At $40 an hour, the price quoted will be $2,400 plus travel and expenses. Billing is done by the month or with a portion paid at the beginning of the project and the balance in installments.

How much will I make?

A public relations agency earns a high rate but usually can't get it for more than 60 to 70 percent of available time. The rest of the time you will be promoting and administering your own business. Overhead expenses for a home-based PR agency are 20 to 40 percent of income. Your net income can range from $36,000 to $56,000 a year, once you're established.

How can I get started?

Running a PR agency is a pressure-cooker job with lots of stress, depending on your clients. Some clients are easy to work with while others can make you earn every dollar twice. And, for every easy client, there are dozens of difficult media people you must work with. If this sounds like fun, start developing your knowledge, experience, resources, contacts and potential clients right now.

How? Be your own first client. Develop a plan for publicizing your new business and credentials to the right market. Come up with the perfect agency name and structure, get your telephone and business cards, and start making contacts. If you don't have lots of experience in the field, volunteer to do publicity for your favorite charity, a local candidate or a friend's business in return for references.

Contact the Public Relations Society of America (212-995-2230).

The SIC code for public relations services is 8743-00.

How can I use computers to increase profits?

You can use computers to promote your business as well as your clients. The Internet opens a whole new world of prospects and contacts for publicity. For example, if you write publicity for businesses, there are many online news wires (such as http://www.businesswire.com) that distribute your releases to publications worldwide. There are even electronic clipping services (such as http://www.burrelles.com) that report back what publications picked up your release.