I now try hard to achieve a work-life balance

An interview with Helen Palmer

Hi Friend,

At first glance, Helen Palmer might not seem like your typical Happy Freelancing interview subject. She writes a newsletter, but copywriting and editing aren’t the focus of her client services. She doesn’t define herself as a writer or editor, even though much of her previous work involved those skills. 

Helen at RHS Bridgewater Garden in Salford (photo taken by her dad)

That said, much of what Helen does is related to writing and editing. Her business—Palmer Squared—guides clients’ marketing, communications, and audience development; provides various strategies for marketing and communications; and offers training in marketing and communications. 

There are ways to transition your business from being an order taker (writing or editing what other people tell you to) to being the person leading the work (through strategies, consulting, and training). Helen is a fantastic example of where you can take your business once you’ve gained experience. 

She’s also proof that a person can focus on the arts and earn a living (at least, you can in the UK)!

Here’s what Helen had to say:

Describe what you do and who you help

I work with arts and heritage organisations and public sector agencies to support them in building stronger relationships with audiences and visitors. I have recently also been working on business transformation projects with clients going through major change, particularly as a result of the severe cuts to arts funding in the UK. For some clients I write strategies (marketing, communications, audience development), for others I work with them to understand how to deliver such strategies, build advocacy internally in their organisations and externally with partners. I also deliver training in marketing and communications and am in the process of planning a programme for Rochdale Development Agency.

I’m currently working with Derbyshire County Council (East Midlands region of England) overseeing the marketing and communications on a three-year programme that will encourage people to get hands-on being creative, and with Heritage and Culture Warwickshire (West Midlands region of England) on capacity building for the region’s festivals sector. Plus, I’m working with Cheshire Dance agency on a project to identify future support needs for the dance sector in the North West of England. Other current clients include the British Art Network which is supported financially by the Paul Mellon Centre for Studies in British Art and Tate, and Stoller Hall.

Describe how your career has unfolded and how you wound up where you are

I’ve been working in the arts, heritage and tourism sectors for over 30 years, primarily in the UK, though I’ve done some work internationally too. After completing a BA (Hons) Tourism Studies I started out in regional theatre PR before setting up the marketing and communications function at The Lowry arts centre, one of the UK’s major Millennium projects. 

I then decided to go freelance in 1999 and was lucky enough to work on Cultureshock, the cultural programme for Manchester’s 2002 Commonwealth Games and was part of the team that set up and delivered the inaugural Manchester International Festival in 2007. In 2005 I set up Palmer Squared with my twin brother Andrew and we worked together for 17 years on so many wonderful projects including numerous festivals such as five British Ceramics Biennials in Stoke-on-Trent and three Asia Triennial Manchester festivals.

In 2011 we set up a new agency with colleagues, now known as CTConsults that runs a listings website for the North of England—Creative Tourist—and focuses on place branding, cultural strategy development, and digital transformation with the tourism sector. The company primarily works in the UK and Ireland, though we also worked in Belgium, Denmark, Iceland and the Faroe Islands. I decided to leave CTConsults in 2021 to focus on working directly with arts and heritage organisations through Palmer Squared and Andrew is now full-time with CTConsults, though he still manages my finances for me. During this time I also completed a Masters with Distinction in Humanities (Film) and a PhD in Film Studies, too.

Headshot of Helen (photo taken by Jan Chlebik) 

What do you love about writing?

It’s probably no surprise having spent years doing research for my film studies that I love research. In terms of writing, I really enjoy showing some of my personality, sharing personal experiences and not having to write to anyone else’s agenda.

English was not a subject I particularly enjoyed at school, I think I was a late developer in that respect, but I now love shaping a story, crafting the narrative and being creative in how I tell the story in a structured and concise way. I’m so used to editing copy and having to deal with word counts that I’m enjoying not having such specific restrictions. I know that editing is an art in itself so, I always ask my brother for his feedback and input too. 

What do you love about freelancing?

Not having a boss! Over the years I’ve been approached about various jobs and some with very good salaries, but I’ve never hesitated in turning them down. In fact, I’m probably unmanageable after so long working as a freelancer and then as a consultant.

I love the flexibility, working with so many different people and organisations in all corners of the UK and those special opportunities to work internationally, too. I like being able to manage my own diary commitments and that I can choose to take an afternoon off at short notice if I want to or have a lie in [stay in bed] if I need to.

Since Covid, I don’t have to travel anywhere near as much as I did before as clients are happy to use video calls which makes a massive difference to my quality of life. Though it can never replace the importance of meeting people and working in person, I don’t usually have to travel miles just for one short meeting anymore. 

What piece of advice would you share with other freelancers?

Make a list of the kind of work you like doing and your skills, and a list of the work you don’t like doing and what you’re not good at doing, be honest and then shape your offer accordingly.  

What is something you know now that you wish you had known earlier about freelancing? 

I’ve worked much harder and longer hours as a freelancer and consultant than I ever did when I was in a job. It’s difficult to take time off—I’ve had less holiday time off than colleagues in full-time jobs—because there’s an expectation that you’re always available. I now try hard to achieve a work-life balance. 

Tell us about your newsletter 

PalmerSquared on festivals explores the world of arts and cultural festivals. Each month I write an editorial on a topic related to festivals including sharing personal experiences of working on festivals, followed by UK and international festivals news and upcoming highlights of UK and international festivals. 

Any other thoughts to share?

As a freelancer or consultant it can be a lonely experience, particularly if you’re mostly working from home, so it’s really important to build your network of fellow freelancers/consultants that you can trust, ask for advice, share learnings and generally be mutually supportive.  

You can find Helen at the following places:

https://www.linkedin.com/in/helenpalmersquared/

https://x.com/palmersquared

Here’s to your ongoing freelance success,

Heidi