As one who has worked both as a solo operator and on large communications teams, I appreciate my professional peers who juggle all of an organization’s communications responsibilities alone. Curious about the new tools they may use, I surveyed five solo association communications professionals who work in organizations with total staff ranging from five to 30.  All see their jobs as both exhausting and gratifying.

“My plate remains the same size each day, but the contents on it can pile up quickly,” says Deb Calhoun, senior vice president at the Waterways Council. “You can be a hero and feel like zero on the same day when you are in charge.”

The professionals I talked to expressed satisfaction with the variety of their responsibilities and the feeling of having ownership in their work; at the same time, they cited frustration with the limitations on what they can accomplish. They cope by accepting the adage that there is only so much one person can do.

“You get to serve as the go-to thought leader on all things PR for your organization,” says Kimberly Brown, senior associate director of PR and communications for the Society for Cardiovascular Angiography and Interventions. “Personally, it challenges me to make sure I’m always on top of my game and fuels my desire to be a better communications professional.”

Of the limitations she faces, Stacey May, director of public outreach for the American Association of Pharmaceutical Scientists, says, “We have ample resources to facilitate crucial projects, but not the ‘nice to have’ ones.” Oona Schmid, chief of staff for the Operation Renewed Hope Foundation, Inc., worries that “it’s easy to get stuck in one way of doing something.”

These professionals all rely on technology, outside expertise, professional associations, and networking to help them with the challenges of being a one-person shop. And Blake Stenning, director of communications for the Public Housing Authorities Directors Association, says he can’t stress enough the importance of being well organized.

Here are some of the tools, resources, and strategies that help these busy pros manage their days.

Technology roundup. In addition to using robust software such as Microsoft Office 365, these communications professionals schedule their social media posts with Hootsuite; manage schedules and projects with Basecamp; create free online surveys with Survey Monkey; manage events with Whova and eSHOW; create graphic design projects with Canva and Adobe Creative Suite; manage email with Campaign Monitor; oversee their online community through the Higher Logic platform; and develop marketing plans with Robly.

Other valuable tools include Google Analytics for metrics, Meltwater for news monitoring, Grammarly for help with writing, and iStock for royalty-free photos. Of course, almost all mention social media networks including Facebook, Twitter, Instagram, and LinkedIn for broad distribution of messages.

Skilled outside help. May hires freelancers and works with outside PR and marketing firms so that she doesn’t feel like an island unto herself. Others say they have hired freelance graphic designers, a professional film crew and producer to create educational videos and TV commercials, and IT and strategic planning consultants to supplement their efforts. Interns are also a huge help.

Professional association resources. To mingle with colleagues and share knowledge and ideas, they take advantage of professional organization memberships, including ASAE, Public Relations Society of America, and Washington Women in Public Relations. Almost all participate in online communities, such as ASAE’s Collaborate, to crowdsource information or find material on association topics. May finds Lynda.com to be helpful for professional development needs.

Words of Wisdom

Schmid recommends that you schedule time to get outside the daily grind. “Even though it’s hard to stay on top of the evolving world of websites, tools, apps, and new social media sites, make a date with yourself and put it into your calendar as a recurring meeting so that you have dedicated time to research, test new ideas, and post on Collaborate,” she says. Schmid also suggests a quick read called 8 Design Basics for Nondesigners for people in one-person communications shops that do design projects.

What other advice do these professionals have for peers in one-person shops?

Brown suggests, “Whatever processes you can automate, like social media scheduling and email marketing, do it!” Stenning recommends getting involved with professional organizations and finding opportunities to grow skills and give back. May says those considering the role should be sure they have “flexibility” and “a healthy dose of integrity and ingenuity.” And Calhoun offers this: “Trust your instincts as the best tool. … Accept the challenge to be creative, act quickly when you need to, and manage the various aspects of your communications role as only you know best.”