10 Uncomfortable Truths About PR

Public Relations is a trade often misunderstood outside its circles. If you aspire to step into its world, here are 10 things you need to know up front:

1. Media relations? Just the tip of the iceberg.

While securing media coverage is a significant part of PR, it’s merely one piece of a much larger puzzle. PR is also building relationships with various stakeholders, managing reputations, and strategizing long-term communication goals.

2. PR professionals work way harder than you realize.

PR pros are almost always juggling multiple time-sensitive projects, handling communication efforts at odd hours, and constantly adapting to new challenges. It’s a relentless grind that demands passion, resilience, and an unyielding work ethic.

3. PR is proactive.

Reactive PR is old news. Today's professionals must proactively shape brand narratives, plan for a million different scenarios, and take preemptive measures to safeguard reputations. They’re chess players thinking ten steps ahead in a game where the rules change daily.

4. A successful PR professional blends creativity with analytical prowess.

Crafting the perfect pitch and building genuine relationships? That’s the art of PR. But there is also a science to this field—experimenting with different strategies, analyzing data, and measuring the effectiveness of campaigns, for example. You need to be able to turn on both sides of your brain simultaneously.

5. If you’re fixated on press releases, you’re missing out.

A press release is just one tool in a PR professional's arsenal. From email campaigns and influencer partnerships to community engagement and thought leadership, PR strategies are as diverse as they are dynamic.

6. PR never stops.

News doesn’t adhere to business hours, and neither do crises. The truth is PR professionals are always on call, ready to jump into action whenever and wherever they’re needed.

7. PR is not (just) branding.

Branding is about creating a distinctive image for a product or service. PR, however, is about managing perceptions, building trust, and fostering relationships. While the two are interconnected, PR’s scope is broader and more nuanced than simple branding.

8. PR isn't what it used to be.

PR has evolved dramatically with the advent of digital media, the 24/7 news cycle, and now generative AI. Traditional tactics alone won't cut it anymore. Modern PR professionals must be savvy, adaptable, and always self-educating to stay ahead of the curve.

9. Most PR pros have worked in media.

Many PR pros have cut their teeth in journalism, giving them an insider’s understanding of how the media operates. This experience is invaluable when it comes to crafting compelling stories and knowing exactly how to pitch them.

10. Your network is everything.

The relationships PR pros build with journalists, influencers, and other stakeholders are hard-earned and vital to their success. That Rolodex (or digital contact list) is guarded fiercely—it’s our lifeline.

PR is a tough and dynamic job that requires a mix of skills, qualities, and experiences. It's not the easy ride some people think it is; it's hard, non-stop, and super rewarding for those who are cut out for it.