The Care & Feeding of Freelancers

Kim Pittaway

IRMA 2011

Kimpittaway.com

My background

• Worked as a freelancer for 20+ years +• Managing editor and EIC at Canada’s largest

women’s magazine for 4 years +• On-going consulting & editing work with small

and mid-sized magazines +• Teach in journalism programs (trying to

create good habits in new editors & writers)• = lots of experience on both sides of the desk

What drives you nuts about freelancers?

What drives you nuts about freelancers?

• Not reliable• Not good enough• Not enough of them• Don’t deliver what I assigned (story/photos)• Don’t want to do fixes• Don’t like my edits• Good writer, lousy reporter• Lousy writer, good reporter• Pitch me stories that don’t fit my magazine

If you’ve worked as a freelancer, what drove you

nuts about editors or A.D.s?

If you’ve worked as a freelancer, what drove you

nuts about editors or A.D.s?• Unrealistic deadlines• Unrealistic assignments• Took forever to get back to me, wanted fixes

overnight• Changed assignment midstream--no extra pay• Vague assignment• Edited piece but didn’t let me approve it• Introduced errors into the story• Kept delaying publication• Didn’t pay me enough--or on time

Can this marriage be saved???

What do you as editors & A.D.s want?

What do editors & A.D.s want?

• Well-written, well-researched stories

• Compelling photos & illustrations that capture the story

• Content delivered on time

• Fresh ideas

• Respect: to have my editorial insight--& understanding of my readers--respected

What do freelancers want?

What do freelancers want?

• Chance to do assignments that interest me• More creatively engaging work than I can do

for commercial clients• Chance to stretch myself• Chance to be in the spotlight• Opportunity to earn a living--or just some

extra $$--doing something I love• Respect--to have my hard work & effort

respected by the editor or AD I’m working for

It’s a relationship

The meet, greet, date & mate approach to finding great

freelancers

Step 1: Meet

Step 1: Meet

• First you need to know yourself: What’s your profile?

Step 1: Meet

• First you need to know yourself: What’s your profile?– I’m a hip young magazine that loves local

entertainment & nightlife– I’m an established, mature publication that

focuses on the finer things in life– I’m a family-focused traveler, always

interested in exploring the next country road

But what are you offering?

• How do you stack up compared to the competition--the other media markets--in your area?

But what are you offering?

• How do you stack up compared to the competition--the other media markets--in your area?– Big bucks?– Top editors & art directors?– Editorial flexibility?– Creativity?– Prestige?– A good time?– Perks like free travel?– Good parties?

What are you looking for?

What are you looking for?In writers…

• News reporters• Issue-oriented writers• Lyrical creative writers for personal essays• A people person--great profiler• Technical writers for projects & DIY• Packagers• And more

What are you looking for?In photographers/illustrators?

• Documentarians• Portrait photographers• Landscape shooters• Technical illustrators• Cartoonist/caricaturist• Portrait artist• Collage artist• And more

In life, polygamy is frowned upon…

• …in magazines, it’s essential

• You’re not looking for 1 or 2 who do it all. You’re building a stable.

What class are you in? What class are you looking for?

What class are you in? What class are you looking for?

• A-list pros• Good, solid freelancers• Pros who freelance on the side• Artists• Hobbyists• Students• And in writing specifically: experts, POVers,

non-writers with interesting lives

Where do you find them?

Where do you find them?

• Other media--including locally published books, art galleries, radio (esp NPR/CBC), blogs

• Local writers’ associations, photo clubs, artists groups

• Groups that cater to the interest areas you cover• Other writers, photogs and illustrators (want to find a

single guy? Ask a single guy)• Other editors and A.D.s• Local classes• Non-journalism jobs that require similar skills--

communication depts, pr firms, etc

Step 2: Greet

Step 2: Greet

• You won’t meet the mate of your dreams sitting in your office. You need to get out (sometimes in person, sometimes virtually)

Step 2: Greet

• Connect with professional & amateur interest groups– Many have online directories of members

• Network with instructors– Speak to their classes

• Network with pros in related fields– LinkedIn– Google+

• Network with other editors & A.D.s & freelancers• Attend events• Host events• Network even when you don’t think you’re networking

But I don’t have time!!!!

Pay now or pay later

• What happens when you’re working with crummy freelancers?

Pay now or pay later

• Waste time redoing work

• Waste time reassigning work

• Waste energy mourning the story/image you wanted but didn’t get and publishing 2nd or 3rd rate work

• Waste energy scrambling to fill holes left by unreliable freelancers

Step 3: Date

• Before you date…– Do a little background checking

Step 3: Date

• Before you date…– Do a little background checking– Start with a coffee, not a weekend away

Step 3: Date

• Before you date…– Do a little background checking– Start with a coffee, not a weekend away– Be clear--and realistic--about your

assignment

Step 3: Date

• Setting up your date– Know what you want in the assignment

Step 3: Date

• Setting up your date– Know what you want in the assignment– Give it enough time--but not too much time

Step 3: Date

• Setting up your date– Know what you want in the assignment– Give it enough time--but not too much time– Put it in writing

Step 3: Date

• Setting up your date– Know what you want in the assignment– Give it enough time--but not too much time– Put it in writing– Talk it through

Step 3: Date

• Setting up your date– Know what you want in the assignment– Give it enough time--but not too much time– Put it in writing– Talk it through– Leave the door open for follow-up

discussions

Step 3: Date

• Setting up your date– Know what you want in the assignment– Give it enough time--but not too much time– Put it in writing– Talk it through– Leave the door open for follow-up discussions– Write it in to check in

Step 3: Date

• After the date--when the assignment is submitted– Always send a thank you note--even if you

haven’t had time to look at it

Step 3: Date

• After the date--when the assignment is submitted– Always send a thank you note--even if you

haven’t had time to look at it– Respect is earned: timely, thoughtful

feedback

Step 3: Date

• After the date--when the assignment is submitted– Always send a thank you note--even if you

haven’t had time to look at it– Respect is earned, part 1: Timely,

thoughtful feedback– Fix requests: Put it in writing & talk it

through

Step 3: Date

• After the date--when the assignment is submitted– Always send a thank you note--even if you haven’t

had time to look at it– Respect is earned, part 1: Timely, thoughtful

feedback– Fix requests: Put it in writing & talk it through– Respect is earned, part 2: Let them see

edits/selects

Step 3: Date

• After the date--when the assignment is submitted– Always send a thank you note--even if you haven’t

had time to look at it– Respect is earned, part 1: Timely, thoughtful

feedback– Fix requests: Put it in writing & talk it through– Respect is earned, part 2: Let them see

edits/selects– Respect is earned, part 3: Pay them on time

Will there be a 2nd date?

• What went right?

• What went wrong--and can it be fixed/can I live with it?

• Where are this person’s skills best used?

You want a long-term relationship. How can you

make it appealing?

Step 4: Mate

• Nothing says “I love you” like on-time payment

• Steady work• Let me do what I’m good at• Help me get better at what I’m good at• Let me try something new• Tap into my passions• Make me feel like a member of the family• Pass me some perks

And now a note about one-night stands

How do you attract someone who is out of your league?

Attracting a superstar

• Can you offer…

Attracting a superstar

• Can you offer…– An assignment that’s juicy, goofy or fun?

Attracting a superstar

• Can you offer…– An assignment that’s juicy, goofy or fun?– The chance to do something they’ve

always wanted to do?

Attracting a superstar

• Can you offer…– An assignment that’s juicy, goofy or fun?– The chance to do something they’ve

always wanted to do?– Something that won’t require a lot of time

or effort--that they can create easily or may already have created?

Attracting a superstar

• Can you offer…– An assignment that’s juicy, goofy or fun?– The chance to do something they’ve

always wanted to do?– Something that won’t require a lot of time

or effort--that they can create easily or may already have created?

– The opportunity to explore their passion?

Attracting a superstar

• Can you offer…– An assignment that’s juicy, goofy or fun?– The chance to do something they’ve

always wanted to do?– Something that won’t require a lot of time

or effort--that they can create easily or may already have created?

– The opportunity to explore their passion?– The chance to be in similar company?

And if you get ‘em…

• Make the most of their name value– Coverline– Press release– Promo in direct mail packages– Submit for awards

In the end…

Relationships take work

And any good relationship is built on

• Respect

• Communication

• Mutual satisfaction (technical term: fun)

Questions?