PR 1 on 1: What you are, it is what you do.

In Portugal, we say that if the groom doesn't brag about the bride, it's surprising. And maybe in this text, I'm the bride. In fact, I am married to my work.

Essentially, anyone who thinks it is entirely possible to separate what one is from what one does is lying to himself and trying to deceive others about who he is. For example, You cannot be an environmental activist and receive your salary from an oil company. You can, but don't be surprised if you're not a successful activist.

The theme of the day in the job market is credibility. We make many decisions based on how "it will look." It doesn't matter if we are a good person; if the collective says we are not, then you will not be. You might even get burned for witchcraft. History shows it, Sociology studies it, and Political Science proves it.

Indeed, photos without a suit and combed hair would not give much credibility to most professionals. Some short-sighted people will even say it's not LinkedIn content - mainly because it was a vacation. But the truth is that what I do is who I am, and that's why I'm good at it.

Of course, I know how to separate the professional from the personal, and there are sides of me that, fortunately, only my boyfriend sees. Still, anyone who thinks that there is an iron curtain that separates the two realities is, at the bare minimum, naive, especially when the topic is credibility and public image.

You are always on the spot; anything you say or do can be used in favor or against you. That is why companies hire people to deal with this.

In this photo, I'm managing people and logistics and organizing a pro bono fantastic event that lasted four days and will remain in my memory. I believe that also in the memory of those who were there. Ultimately, it does not matter who or what; it counts the ripple effect it has in cohesion and boosting motivation and faith in each of us who had the bravery to overcome the challenge of climbing a mountain (amongst other things).

That is the beauty of good PR: you don't see it coming; you think it all happened naturally, but you benefit from it. And when it is not there, you start believing you have lousy karma because you never seem to overcome difficulties despite all your good deeds. And good PR only needs a little money; that is another misinformed perception. Good PR needs a strategy. It is not about being fabulous and famous but about knowing what you are doing. And if you are doing it with care and fairness, then you are unstoppable. It is mighty when you believe in what you are selling and when you sell something that enhances people's lives - for example, bonding experiences and love for Humanity with all the flaws that come with it.

So yes, it has value. And yes, it can change people's lives and companies' perceptions, and make empires rise and fall. Society must accept this.

The shadow side of this, and some companies know it all too well, is that you can use this to look like something you are not. But imagine the potential if people and companies with good values were to accept and embrace this. Good, fair, and sustainable PR is the keeper that covers your back, even when you don't see the knives approaching.

I'll end by saying that living in a world without judgment would be ideal, but human beings are programmed to judge. We are even more dangerous for ourselves and those around us when we do not accept this unavoidable truth. A good PR person knows this; the rest must learn it by hook or crook. As my mother used to say, "Life will teach us all."

So, again, a huge thanks to everyone who helped me understand who I am and allows me to keep doing what I do. No man is an island, and no one stands alone in a bus heading towards Faial. It is vast to be surrounded by the leaders and people that I am. My heart pounds with gratitude. It is a pleasure to serve and work with and for you. I cannot endure an existence disliking the human beings around me; it is massive that you are all amazing people and professionals.