PUBLIC RELATIONS; THE FIFTH MOST STRESSFUL JOB IN THE WORLD

If you can’t handle working under pressure and the stress that comes with it, then being a Soldier, a Pilot, a Doctor and a Firefighter should not be careers you’re interested in. Right behind these stressful jobs lies Public Relations (PR) also known as media relations and corporate communications.

Anyone who’s in PR, whether effective or not, will tell you that our stress comes from tight and unreasonable deadlines, managing media crisis, constant writing, and meeting in the public under sometimes unfriendly circumstances. In addition, PR is not a 9 to 5 job. News happen 24/7, and you need to anticipate being woken in the middle of the night to pitch for a media angle on weekends and holidays. In less-than-ideal scenarios, as PR professionals, we are the public face when a client or organisation needs damage control. However, even in less dire straits, balancing these demands with public response is a source of stress.

I’ve also realised that most people don’t know that when an organisation or a high profile person is in the media for the wrong reasons, a PR team is busy behind the scenes drafting statements and media responses to calm the storm. Moreover, when a media crisis is mishandled, people always question the role (or lack thereof) that was played by the PR team.

Over and above that, as PR professionals, we have to profile our clients and organisation in the media space to generate more coverage. Sometimes, we are berated for disturbing the reporter or offering them a story they aren’t interested in. It takes a thick skin to put the phone down and try again. It really does. I respect people who work in PR.

So, what does it take to be in this stressful, yet rewarding career?

If you want a long and successful career in PR, you need a range of hard skills – ability to write a strong pitch or to handle difficult client or management expectations.  You need to find a PR agency or organisation that has a culture rooted in learning and development, and pairs you with a manager and team members that are committed to helping you grow in these areas. And after you have found what you fancy, you need to have hunger for growth.

As such, to be successful in PR, you need to:

Be Competitive/Aggressive

If you’re someone that won’t stop at no, you might have a career in PR. The very best PR pros are ones that always push themselves to get what they need and to do better – that might be to write a stronger proposal, call a new reporter to get more coverage, or chase down a client or spokesperson that had to approve a press release 10 minutes ago. If you give up easily, PR probably isn’t for you.

Be Inquisitive

Not just about your clients and how their technology/product/service works, but about the world around you. The best PR professionals have a broad range of interests, and seek information about business, politics, art, food, travel and other cultures to name just a few. In my experience, the more curious a person is, the better they’re able to come up with a proactive solution.

Develop a Thick Skin

Reporters will say no. Clients and management will get frustrated, but successful PR professionals don’t get defensive or overly frazzled. Instead, they look at these situations as learning experiences, and it pushes them to do better.

Be Proactive

If you work at PR agency, you’ll need to understand how to work with and serve clients. No, that doesn’t mean being a yes person, but it being proactive and positive. You have to be the type of person that can tell a client that something won’t work by telling them what will. And someone that continuously has ideas to share with clients and the team (like, without being asked).

Find networking opportunities

Often times people miss opportunities to network because they feel intimidated, particularly if the other person is more senior. However, there is very little downside when aiming high, other than a bruised ego from time-to-time. The worst that can happen is they say “no” or ignore you. At that point, it is onward and upward! Genuine enthusiasm will stand out.

Publications such as Forbes, Career Cast, and Salary.com have confirmed that PR is stressful, but sticking to the aforementioned points will help PR professionals navigate through a smooth career ride.

Ultimately, methinks PR is a highly satisfying career. No day is like another. It’s fast-paced, exciting and very rewarding to those who do it well.

@Cuemanbeing