The Care & Feeding of Freelancers Kim Pittaway IRMA 2011 Kimpittaway.com
Nov 07, 2014
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?