The public relations news site Ragan.com recently published results of a poll they took to find what those of us who work in public relations dislike about our jobs.
The survey listed five things, but had no place for open-ended comments. Top-ranked among the five was cold pitching, with 49 percent of those who answered listing that as their top work peeve.
Most people don't like rejection, and the odds are working against you when you cold-call an editor or reporter. There are ways to improve your chances, and most experienced and professional PR people know what they are. First, if time permits, send your pitch in an email, letter or fax before you make the follow-up call. Second, be aware of deadlines and avoid making your follow-up call as deadline approaches. If you do get to speak to the person, before you launch into your pitch, ask if this is a good time to talk. If it's not, ask when is a better time for you to call.
These three tips can help improve your chances of success with cold calls.
The second most common peeve was having your news releases heavily edited. Seventeen percent cited that as their pet peeve. If you don't like having your words edited, then perhaps PR is not the field for you. Of course, beginning with a well-written news release can often minimize the chances of heavy editing. But if you have a boss or client who likes to edit, then you'll just have to live with it. If the edits are making the release unreadable, then you need to speak up. But if you want to have your words go out to the world unedited, consider starting a blog.
Fifteen percent of those surveyed said they hate crazy deadlines. Once again, deadlines come with the territory. Often, proper planning can help avoid those last-minute hassles, but not always.
The next pet peeve is being permanently attached to your smartphone, with 14 percent. The new technology that keeps us constantly connected is fantastic, but it also a big problem. There is a very simply way to deal with it when it becomes a problem... use the "Off" button. We all have a right to our own time, and none of us is paid to be available 24/7, except in an emergency. Bosses and clients need to understand that they can't call you at 3 in the morning. Groundrules need to be established, and if you don't clearly delineate them, you will be taken advantage of.
Finally, five percent said they dislike the lack of sleep. Again, this comes down to setting some groundrules. Many PR agencies have an unfortunate reputation for working new people to the bone -- paying them for 8 or 9 hours a day, but expecting 15 or 20 from them. Those agencies are making good money off the backs of what is essentially cheap labor. To advance, you need to work hard. But you are not a slave and you have no one to blame but yourself if you let yourself be exploited by working crazy hours all the time.
So.. what are your biggest complaints about working in PR?
No one really gets strategy.
Not the word. But the practice.
Why I no longer work in pr.
Posted by: sean | July 05, 2011 at 08:15 AM
Strategy can be the fun part of PR. But you're right, Sean, not many use it in PR -- especially in the media relations part.
Posted by: David Reich | July 05, 2011 at 09:43 AM
I have always (and always will) love and follow you, David.
Keep up the amazing work.
Posted by: Sean | July 06, 2011 at 07:53 PM
aw shucks. Thanks Sean.
Posted by: David Reich | July 06, 2011 at 08:30 PM
I hate it when I don't get callbacks.
Posted by: Shelly P | July 06, 2011 at 09:58 PM
Found out about your post, David, via a link from Tom Murphy's blog.
Regarding news releases, did you ever read my interview with Mike Spear one year ago? (He's a former journalist.) Specifically, this question and answer:
PR practitioners are often criticized by journalists. In your view, what are the best and worst things they do when dealing with broadcast newsrooms?
A really good PR person tells the story of his or her organization. He or she makes it come alive. Be relevant. Interesting. A practitioner that makes me say, “I didn’t know that.”
The worst public relations efforts were, and still are, those with the “corporate line.” I don’t care whether it’s in a media release, social media efforts, an interview or a speech to the local chamber, of commerce: if you’re, “Proud to lead a world-class organization in the perfect economic storm we are facing in the global marketplace today,” then you have lost the media, the general public, your shareholders and likely even the more astute politicians. No matter how many warning flags pop-up, that kind of clichéd and meaningless language just won’t go away. I’ve been backed into a corner occasionally where I’ve been forced to write something like that, but on the rare occasion that happens, I know which inexperienced reporters will bite and which influential journalists must not receive the media release.
Cheers,
Judy
Posted by: Judy Gombita | July 15, 2011 at 03:16 PM
Judy, it's the difference between a PR pro and a hack.
Regards.
Posted by: David Reich | July 16, 2011 at 12:44 AM