Reality Check for PR Professionals

Posted on January 8, 2014 
Filed Under General

When police officers leave for work they literally put their lives on the line. Ditto for military personnel and firefighters. When PR pros leave for work they may face a manager unhappy with the results from the latest branding campaign or have to engage in interoffice politics that few companies and organizations are immune from.

PR folks juggle an increasing number of balls, of course. The deadlines are constant, and, because of a need for speed in the marketplace, the business can be unforgiving. But one thing they do not do is put their lives at risk, and that’s what makes the latest list of the 10 most stressful jobs for 2014  so problematic.

The list, which was released by CareerCast.com, taps PR executive as the 6th most stressful job, behind event coordinator, airline pilot, firefighter, military general and enlisted military personnel.

Rounding out the list, and following PR executive: corporate executive (senior); newspaper reporter, police officer and taxi driver.

Now which PR manager or director worth his or her salt can say with a straight face that working in PR is nearly as stressful as being a  cop, firefighter, airline pilot or soldier? We didn’t think so.

The same goes for newspaper reporters, show runners and taxi drivers. Hard work all, but, with the exception of reporters covering the hot spots throughout the world, not life threatening.

Sure, PR is a tough and grueling business. However, in a global and hypercompetitive economy there are few sectors these days that don’t fit that description.

This is not to deny that PR pros have a demanding—and, at times, nerve-racking—job. Indeed, the PR profession has undergone more change in the last five years than the previous 20, what with the onslaught of digital communications and social media.

No longer on the margins of marketing efforts, PR pros in many respects now steer the company’s overall marketing strategy, and must deal with the territory that comes along with it.

What’s called for here is a bit of perspective.

We like to say that PR pros help put out fires. But the flames are metaphorical; they’re not going to hurt (or kill) you the way real flames can. And when the boss is rupturing a gasket because of a negative story about the brand, it’s not fun and it’ll probably ruin your day, but that can hardly be compared to operating in an utterly hostile environment with bullets whizzing above your head.

We also like to say PR pros are in the perception business. To lump the PR field together with ultra-stressful jobs like protecting the country from terrorists and grappling with hardened criminals is a perception that PR pros ought to change. It’s an opportunity to bring some reality to the conversation.

Follow Matthew Schwartz on Twitter: @mpsjourno1

 

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