Why solo PRs want to be seen as micro agencies, not freelancers
By Nigel Bowen in Media News on Monday, 11th May 2026 at 3:10pmSome solo PR operators are pushing back against the freelancer label, arguing it undersells the scale, strategy and client relationships involved in running a one-person or small-team communications business.
Elle Kress, founder of WorkTribes, a network of freelance PRs micro PR agencies, prompted discussion with a recent LinkedIn post, arguing that many independent PR professionals are not simply picking up ad hoc work between jobs but running serious PR businesses.
Kress, who also founded the Sydney-based micro PR agency HEY, GOOD NEWS, insists the distinction between a freelancer and a micro agency is not just semantic.
“There’s a few ways to differentiate a freelancer with a micro agency,” she told Influencing.
“A freelancer will be paid based on their time. Whereas a mic...
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