By Cassy van Eeden

These mistaken beliefs are harmful to the PR industry. Not only do they make public relations services seem unnecessary, but it undermines the power of PR.

What people think

Whether it is because they have been burned by agencies in the past or simply because they are misinformed, a lot of people have the wrong idea.

“It is indeed a misconception that we sit behind a desk answering phones all day and doing nothing,” says Lindi Tshabangu, account director at Headlines PR. “The industry is still fighting against a perception that we hang around at parties all day, holding balloons and cocktails.”
In order to set the record straight, let’s investigate what a typical public relations professional actually does.

PRs don’t just write press releases

Jeremy Briar, CEO of Total Exposure, says, “Outside of writing and issuing press releases, there are months of planning involved in a campaign.” A press release is just one aspect of a much larger strategy.

“Press releases are a very small part of our job, and, some might argue, a necessary evil,” says Tshabangu. “The hard work involved in getting a release from conception to distribution is something that the media don’t get to witness.”

“Gone are the days of the press release as our profession has evolved beyond this,” says Galia Kerbel, owner and managing director of Greater Than.

A day in the life of a PR

“As a result of the deadline-driven and dynamic nature of our industry and agency, there is no typical day. No day is ever the same,” says Kerbel. “We are multitaskers and the only constant is the fact that we communicate on a daily basis.”

“Typically a day will start very early and there are no set working hours,” she adds.

Tshabangu agrees: “No two days are the same. One day you could be preparing to organise stakeholders’ event and running around dealing with logistics, suppliers and guests; the next you could be connecting with the media; or be in back-to-back meetings; or in studio supporting your client in a live interview.”

Other activities include creating and maintaining strong relationships, pitching stories to the media with relevant angles, securing interviews, reporting and consulting, says Briar.

Research, research, research

A further aspect of every PR pro’s responsibilities is scheduling time for research.

“Our knowledge of trends and the current media space has to be sharp,” notes Briar.

“Daily, time must be set aside for research,” says Tshabangu. “What new legislations are being passed? What are competitors doing? How might technology trends influence consumers, which will, in turn, influence [the] industry?” These are all topics that people in the profession not only need to be familiar with, but they must be aware of the latest developments too.

Are you a PR professional? What else do people have wrong about the industry? Let us know in the comments below.