Our guest was Gini Dietrich (@ginidietrich), founder, CEO, and author of Spin Sucks (podcast & book). She has also built & grown an agency. She is the co-author of Marketing in the Round, co-host of Inside PR, and co-host of The Agency Leadership podcast.

This chat topic came about because Gini wrote a @SpinSucks article on Solopreneur vs. Communications Firm: Which is Better? We chatted about the different roles (solo, freelancer, consultant and agency) for people who are not part of the #PR industry and discussed the common definitions.

The first important thing to know, apparently ‘freelancer’ is a bad word now!

  • Solopreneur: someone with expertise to offer an organization without employees or overhead.

  • Consultant: pretty close to a solopreneur but may be part of a larger network or use other consultants to deliver work.

  • Agency: experts with varying degrees of experience and expertise to solve many client challenges with several brains.

Gini’s friend who is featured in the article Paul Sutton suggests that the agency model benefits agencies, not clients. This was super fun because Paul chimed in on the chat and we had a great discussion on agencies versus consultants.

Gini’s company Spin Sucks has a deceptively simple goal—to win the “Fight Against Destructive Spin!” Heading into 2020 does this statement still resonate and we chatted about how to address PR’s poor image going forward?

We are seeing a lot of company clients moving PR services in-house – what does that mean for both the solopreneur and the #PR agency business models?