In OnText’s ongoing series or Q&A interviews with working, professional writers, this week we’re featuring Gail Sideman, a successful professional publicist and freelance writer. Gail’s guest posts have been popular with our readers and her expertise may help you expand your revenue streams or create a new career.

(Gail’s first answer, on how being in the right place can drive your success, is invaluable!)

Gail, tell me a little about your background and how you came to be in the public relations and publicity field as a publicist.

I morphed into PR at the University of South Florida studying toward a degree in journalism which was closely linked to public relations curriculum. A guest speaker I admired freshman year advised me to write as much as I could. She suggested I volunteer to write for the school paper, the Oracle, which, it turned out, had a paying spot for a sports writer. That summer, I was awarded my own column! I received a thank you note from a coach I wrote about and my editor objected, claiming that would make a hard-news reporter soft. I thought maybe newspaper writing wasn’t my calling — I liked nice notes!

A friend introduced me to the university sports information director who made me student assistant to learn the ropes. Soon, I was compensated for that work, too, and that began a time line that included some of the best experiences in my life.

I learned to be a sports publicist and had the opportunity to string for the Tampa Tribute and St. Petersburg Times. I wrote briefs, Associated Press-style stories, for print after USF’s non-revenue sports events. I was paid $25 per story, and my copy was read by professional editors. I was happy to oblige.

So, being in the right place, right time, and working hard created opportunity. How did you decide to go solo with your own agency?

I was actually forced to go solo, to a degree. I was fired from a PR agency when the owner and I didn’t see eye-to-eye on several issues. While I was looking for the “perfect” job, small businesses I patronized began to ask me to write news releases–help them generate media attention. That was a bunch of years ago.

To what degree does writing skill and know-how affect your success?

Writing skill plays a huge part. Before I begin to write, however, research and education is important, even if I know the topic. In today’s 24/7 information cycle, things change quickly, so it’s important to check facts before, during and after you write.

How could a freelance magazine writer, experienced blogger or web writer transition to being a publicist? Would you recommend that choice?

Most any media writer can be a great publicist. You know what the media needs to produce a quality story and how reporters and editors want information and pitches presented. Bloggers, unless versed in traditional media, may need to learn media relations. The best publicists provide who-what-when-where-why and how, and leave the hyperbole and embellished language to feature journalists.

How much freelance writing do you do on the side?

I’m doing more freelance writing now than in past years. The huge growth in blogs and reduced staffs at print publications have brought about the need for more freelance writers.

What the biggest challenge you’ve had as an entrepreneur?

As an entrepreneur, more so a solopreneur, I have to stay on top of my game by continually educating myself on the advances and trends in my own industry. I have to keep up with business practices. I read, A LOT!

It’s fun to work with celebrities and to see your words in print. What’s the biggest mistake an entrepreneurial writer can make?

As in any entrepreneurial business, regardless of how busy you are, you must continue to make contacts and market yourself (hello pot, this is kettle!). The time to ramp up your marketing effort is not when the well runs dry and you appear desperate for work. Today more than ever, a consistent and ongoing marketing and branding effort is important to a business’ success. Even if you take a break or have paying clients for a period of time, keep writing. Keep journals. Write stories on current events. Writing is like a sport. You need to keep skills sharp so you can perform like a pro when your skills are called upon.

I see you on Twitter, what’s your promotion strategy for your own business – what’s working best for you?

Twitter is 95% providing value to followers. If they like what you have to offer, they’ll come back and refer friends. My strategy includes providing information, sharing articles or blog posts readers will enjoy, and 5% self-promotion–links to my writing. Engagement is key. Relationships develop best when you authentically engage with your audience.

How do you find work or clients?

I’m fortunate. My work comes from referrals and networking. I write for industry blogs and publications that reach audiences of thousands, and have used my expertise to contribute to my social networks.

Tell us your most thrilling publicity success so far.

As a publicist, I’m thrilled this week to have landed a great feature for a client in ESPN the Magazine. But my biggest thrill hasn’t happened yet. In five years, I want to have my passion project under way and thriving. I can’t say what that is right now, but I’ll say it’s not publicity-related. It’s fun and fills a niche that’s under-served.

What else should aspiring publicists know about the business?

Be willing to expand your education when you have an opportunity. Network in your desired niche. Develop and nurture relationships. It’s about who you know and, more importantly, who knows you. You want to be one of the first names that comes to mind when someone wants to hire a publicist. Oh, and never hesitate to promote yourself when the occasion permits. Ahem!

Twenty years of public relations experience, including 10 in NCAA Division I sports information during which she received national awards for her work, have helped Gail Sideman emerge as a nationally-respected publicity professional in sports, social media and publishing. She is also a veteran support staffer of sports television crews for events that include the NFL, NBA, MLB, NCAA regular and postseason and others. You may more information about Sideman’s business, Publiside, or follow her at Twitter and Facebook.