Returning to Entrepreneurship: Observations After One Year

By Kelly Young, Founder, Baise Collective

One year ago, I had no idea what I would be doing next. Today, I can honestly say I’m exactly where I’m supposed to be — back in entrepreneurship and rediscovering why I’ve always loved PR work.

In March 2025, I relaunched my consultancy, Baise Collective, returning to entrepreneurship after several years working in-house. Returning to consulting has felt familiar in many ways, but it has also given me a new perspective on how the communications environment continues to evolve.

Stepping back into running a business again has been both exciting and humbling — a reminder that entrepreneurship comes with equal parts opportunity, uncertainty and a whole lot of hustle.

Over the past year, a few observations have stood out — some new, and some reassuring, reminders of what has always made this work meaningful.

The PR environment is more complex

One thing that stood out quickly after returning to running my own business is just how complex the PR environment has become.

The fundamentals of good communication haven’t changed. But the number of platforms, audiences and expectations surrounding it certainly has.

In the past year alone, my work has ranged from crisis communications and reputation management to video production, media relations, digital campaigns and executive thought leadership.

PR professionals today need to think across multiple platforms while helping leaders communicate thoughtfully during both opportunities and challenges.

Reputation and relationships still matter

While the PR landscape continues to change, one thing hasn’t: your reputation is your greatest asset.

Many of the opportunities that came my way this past year didn’t start with a pitch. They started with relationships built over years — former clients and colleagues, media partners who trust me to bring them good stories, and others in the PR community willing to partner, support and make a referral.

PR has always been a relationship-driven profession. Trust, credibility and collaboration still open doors in ways that a cold email never will.

The rise of independent consultants — and collaboration

Another trend that stood out as I returned to the profession is the growing number of experienced PR professionals choosing independent consulting or launching boutique firms.

Some bring deep expertise in crisis management or reputation strategy. Others specialize in digital storytelling, internal communications or thought leadership. What’s emerging is a network of highly skilled professionals who often collaborate rather than compete.

I’ve also observed organizations bringing in specialized consultants for specific reasons — whether it’s navigating a crisis, launching a short-term campaign or helping leaders communicate pivotal moments during times of change or challenge. In many cases, independent consultants are working alongside internal communication teams — bringing specialized expertise while allowing organizations to stay flexible.

More experienced communicators are choosing this path — building independent practices or boutique firms around the work they do best. Like most entrepreneurs, that also means wearing a lot of hats.

At the same time, I’ve seen a strong spirit of collaboration across the profession — reinforcing something I believe strongly: there is room for all of us in this profession.

Staying curious is part of the job

Over the past year, I’ve been reminded how important it is to stay curious in this profession.

New platforms keep emerging, and technologies like AI are shaping how we create and share stories. While the tools may change, the responsibility behind the work remains the same: helping organizations communicate clearly, ethically and thoughtfully.

This is also one reason I’m looking forward to reconnecting with the PRSA Hoosier Chapter and learning from others in the profession.

Looking ahead

Returning to entrepreneurship has reminded me how much our profession continues to evolve while much of its foundation remains the same.

PR professionals still help organizations navigate difficult moments, build trust with their audiences and tell stories that matter. The tools may change, new platforms will emerge, and technologies like AI will continue to shape the work.

But the heart of the profession remains the same: relationships, credibility and thoughtful communication.

For me, stepping back into entrepreneurship has been both a professional reset and a reminder of why I’ve always loved this work: helping organizations communicate clearly, build trust and tell stories that matter.