2025: The Year of the Independent Consultant & Freelancer?

The last few years haven’t been easy. You likely don’t need me to tell you that. But as we head into 2025, there’s a shift in the air.

Recent data shows than half (51%) of agency leaders are feeling optimistic about the industry's prospects in 2025. That’s a welcome sign, obviously, but we still need to proceed with caution. Budgets remain tight, client expectations continue to evolve, and economic uncertainty is keeping everyone on their toes.

To stay ahead, businesses need flexible, cost-effective solutions that allow them to pivot quickly. That’s where Independent Consultants and freelancers come in. Over the past year, UK PR agencies have increased their freelance workforce by 50%, and more than one in ten agency leaders say they prefer this model.

That’s why I’m asking, could 2025 be the year of the freelancer?

Why Freelancers Are Gaining Traction

At The Work Crowd, we know the freelance market like the back of our hand. But we also work closely with our sister company, Hanson Search, a recruitment and executive search agency specialising in permanent contracts. This gives us a unique insight into all aspects of recruitment and any emerging trends. And what we’re seeing is, businesses are increasingly turning to freelancers to navigate uncertainty and maintain momentum. Here’s why:

• Cost-Effectiveness

Hiring freelancers provides access to top-tier talent without the overhead costs of a full-service agency.

• Flexibility

 On-demand expertise allows businesses to scale up or down based on needs, avoiding long-term commitments.

• Agility & Speed

Independent consultants can act quickly, unencumbered by layers of internal processes.

The Strategic Benefits of PR Freelancers

Beyond flexibility and cost savings, freelance PR professionals can also offer strategic advantages that help businesses remain competitive.

• Specialist Expertise

Companies can work with seasoned experts in niche industries or markets without a long-term contract.

• Local Insights for Global Growth

Expanding into new markets? Freelancers with deep local knowledge provide invaluable cultural understanding and media connections.

• Fresh Thinking & Innovation

With diverse backgrounds and experience, freelancers bring new perspectives and creative approaches to PR strategies.

The Future of PR: A Hybrid Approach?

A blended workforce—combining in-house teams, agencies, and freelancers—is emerging as the go-to model for PR success.

We’re talking about strategic thinking without the burden of a costly, inflexible retainer.  Independent consultants offer strategic expertise, working on-demand to provide niche knowledge and project-specific support. This allows businesses to enhance their full-time teams with high-level expertise, without the long-term financial commitment of an agency.

2025: The Year of the Freelancer

The PR industry is evolving, and freelancers are at the heart of this transformation. With their flexibility, expertise, and innovative thinking, independent professionals are no longer just a contingency plan—they are the future of PR.

As businesses seek smarter, more agile solutions, freelancers will play an even bigger role in shaping communications strategies. If 2024 was about adaptation, then 2025 is about acceleration.

This is the year of the freelancer—are you ready to embrace it?