Letter Of The Day: F.
The F-word has always been a favorite of mine. It expresses excitement, frustration, passion, and disappointment. But, a new favorite F-word holds even more weight for me—freelancer (consultant or independent contractor).
Since 2020, the media and marketing landscape has transformed at an unprecedented pace. Ad spend has plummeted, agencies have faced mass layoffs, and brands and startups are tightening budgets, unable to afford in-house teams or expensive retainers. The traditional media ecosystem continues to shrink—newsrooms have lost over half of their workforce since 2008, and more than 360 media outlets have shut down in the last five years. The U.S. has lost one-third of its newspapers since 2005, and in the last year alone, 127 newspapers have folded, averaging nearly two and a half closures per week.
At the same time, the rise of digital and independent publishing platforms like Substack, Patreon, and social media channels has disrupted the traditional model. With more than 250,000 paying subscribers, Substack and similar platforms have become havens for writers, journalists, and content creators seeking financial and editorial independence. High-profile journalists, industry experts, and even former agency professionals have migrated to these platforms, making them an increasingly viable alternative to legacy media.
Simultaneously, influencer marketing and social media-driven content continue to explode and reshape how brands, PR professionals, and marketers connect with audiences. Platforms like TikTok, Instagram, and YouTube have turned individual creators into media powerhouses, with niche influencers wielding more trust and engagement than traditional advertising and earned media sometimes. Brands are partnering with influencers, affiliate content creators, and independent journalists to tell their stories more authentically and organically—bypassing traditional media gatekeepers.
This shift underscores a new reality for comms professionals: adaptability is everything, and subject matter experts and freelancers are here to stay. Freelancers, whether in PR, content, or digital strategy, are no longer just a convenience; they are the driving force behind modern communications. So, is the new king the freelancer and no longer the content?
Why Is the F-Word Such a Dirty Secret?
In this Comms Wild West of staying competitive, PR, ad, and marketing freelancers have become essential to the ecosystem, stepping in where full-time roles once existed, filling skill gaps, and driving innovation. But despite their growing necessity, they remain hidden in agency culture, treated as a secret weapon rather than an integral part of the team.
There’s an obvious contrast in how freelancers are treated across industries. Writers contributing to publications and digital outlets are proudly displayed in bylines and mastheads, celebrated for their expertise. Yet, most agency cultures are to keep freelancers behind the scenes, absorbed into the anonymous "client teams.”
Bringing in a freelancer can be viewed as an uncomfortable disruption rather than an opportunity or “another thing to manage.” Instead of embracing them as problem-solvers who alleviate workloads and bring fresh expertise, teams sometimes see them as a threat, a last resort, or another vendor. Worse, freelancers have experienced some impossible thinking by teams, where they are supposed to be magicians, expected to pull off miracles with minimal intel, or genies in a bottle meant to grant wishes without true collaboration.
This reluctance and secrecy lead to missteps, missed opportunities, wasted resources, or, even worse, flopped campaigns. Instead of effectively leveraging freelancers, teams withhold critical information, bring them in too late, or fail to integrate them into the bigger picture. The result? Work that lacks depth, increased costs, and frustration on all sides.
And here’s the thing—it’s okay to need help. It’s OK to acknowledge that a freelancer brings experience, expertise, or fresh perspective that might be missing from an overstretched or downsized team. Whether in the trenches tackling execution or guiding strategy from the outside, freelancers aren’t there to expose gaps or threaten full-time roles.
How to Work With Freelancers—Not Against Them
The solution is simple: transparency, inclusion, and collaboration (TIC). Here’s how to make the most of freelancers and their expertise without TICing the box:
Open Communication – Treat freelancers like team members, not outsiders. Keep them in the loop, share key details, and provide access to the right people and information. The more context they have, the stronger their contributions. Most likely, they’ve signed an NDA—so share the info!
Provide Critical Information From the Start – Don’t make freelancers waste time chasing details. Before the project starts, offer a clear brief, background materials, brand guidelines, and relevant data. A well-informed freelancer works faster, smarter, and delivers better results. Again, they probably signed an NDA—so share the info!
Involve Them in the Planning Process – The best work doesn’t happen in a vacuum. If a freelancer is executing, loop them in early so they can shape ideas, flag challenges, and contribute best-in-class thinking. If planning hasn’t even started, let them be part of the strategy discussions—they may bring solutions the team hasn’t considered. Again, they probably signed an NDA—so share the info!
Ditch the Vendor Mentality – Freelancers aren’t just a pair of hands who churn out deliverables. They bring specialized skills, fresh perspectives, and deep expertise. Viewing them as collaborators, not task-doers, leads to better outcomes for the team and the client.
The Future of the F-Word
With budgets tightening, media models shifting, and agencies fighting to stay competitive, freelancers at all levels, whether fractional CMOs, speech writers, senior media relations specialists, or social community managers, aren’t just a convenience—they’re a necessity. They allow agencies and brands to scale on demand, bring in niche expertise, and execute with precision and without the added overhead—and be proud of it.
It’s time to acknowledge and integrate them as key players in the success of communication teams. They won’t steal your clients or your “intellectual property” (anyone can buy Cision or MuckRack). If publications can proudly credit freelance journalists for their contributions, why can’t we?
Fuck it. Let’s give credit where it’s due. This year’s most important F-word is freelancer. And yes, I’m biased—because I am one.