Freelancers now make up one of the biggest forces in PR - so what is happening in that space?

In this episode of Accidentally Brilliant, Josh Wheeler speaks with Nigel Sarbutts, founder of The PR Cavalry, Structured Mediation, and co-founder of the Independent Impact 50.

Nigel has spent years working across agencies in London, Manchester and Leeds. Today he sits in a different position inside the industry, helping agencies, brands and freelancers find specialist talent, resolve disputes, and rethink how independent practitioners are valued.

The conversation covers the shift from retainers to project work, why agencies are relying more heavily on freelance specialists, and why many experienced PR professionals are leaving traditional agency structures behind.

Josh and Nigel also discuss:

• Why freelancing has become a “megatrend” in communications

• The pressure AI and procurement are putting on fees

• Why some clients still misunderstand the value of PR

• How independent practitioners collectively rival the scale of major agency groups

• Why freelancers are often invisible in awards and recognition systems

• The thinking behind the Independent Impact 50

• Burnout, conflict and resentment inside agency culture

• Why mediation is becoming more important in communications businesses

• The emotional cost of workplace disputes

• What agencies can learn from industries like film and engineering about flexible talent

There is also a wider conversation running through the episode about ego, pressure, recognition and how people work together when the industry feels stretched.

Nigel speaks very openly about agency life, competition, stress, leadership and the importance of continuing to do good work when things feel uncertain.

00:00 Intro

00:42 Why freelancing is becoming a megatrend

03:18 What freelancers are dealing with right now

06:37 Unrealistic client expectations and fee pressure

07:32 Why freelancers still lack recognition in PR

09:50 The thinking behind the Independent Impact 50

13:10 Why impact matters more than campaign vanity

17:11 Why freelance communities feel different to agencies

20:57 Awards, attribution and invisible contribution

24:06 Why agencies should stop hiding freelancers

31:18 The reality of conflict inside comms teams

33:34 Why workplace mediation matters

35:45 Burnout, pressure and resentment in PR

40:11 How mediation actually works

44:00 What to do when communication breaks down

46:53 What makes Nigel feel “accidentally brilliant”

Follow Nigel Sarbutts: LinkedIn: https://www.linkedin.com/in/nigelsarbutts/

Follow Josh Wheeler: LinkedIn: https://www.linkedin.com/in/joshwheelerbroadcast/

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