media update’s Darren Gilbert spoke to six professionals working in the PR space about what they love most about working in the public relations industry.

1. In PR, no two days are the same

As cliché as it sounds, no two days are the same in public relations. No two clients are alike either, a point which was shared by the majority of people spoken to for this piece.

“This diversity keeps things (be it campaign ideas or solutions to problems) interesting and fresh, and ensures that you never get bored – or complacent,” says Gabbi Rego, owner of urban espresso.

Tamryn Sher, a senior account manager at Edelman South Africa, agrees, saying, “In my career alone, I’ve worked on brands that include femcare, nappies, toothpaste and oral healthcare, coffee and confectionery, home paint and decorating products, restaurants, and FMCG’s to name a few.”

Rob Baird, director at PR Lab, is just as adamant about the variety of clients, saying that there are very few industries like the public relations industry that offer as much diversity.

“I find it exhilarating to work in an ever-evolving industry,” he says. “As communication and technology advance, the PR industry is, without a doubt, one of the first that has to be at the forefront of these trends.”

Meanwhile, Claire Jackson-Bernardo, managing director of Alerting the Media! and PR lecturer at Boston Media House, loves not knowing what can happen in a day.

“The constant pace and energy required in our industry is exciting and challenging,” she says. “One day, you are working on a traditional media campaign and the next you are putting a new media campaign together and trying something new for a client.”

2. Public relations can change people’s lives for the better

For Kgomotso Mamabolo, founder and director of Passion Projects, the opportunity to “create and share engaging narratives with heart and soul” is what she loves most about working in the public relations industry.

“I feel blessed to work with the young change-makers and creative geniuses of today,” she says. “I’m passionate about their stories and they need to be told and heard. I’ve seen PR change people’s lives dramatically; it has brought them more opportunities and growth professionally and personally.”

Rego agrees, adding that working with people who are passionate about their brand is exciting.

“There’s something amazing about working with people within companies and brands who have such passion for what they’re doing, and being able to help them spread that passion is so special and makes it all worthwhile,” she says.

Mamabolo continues, “It’s a great feeling to be moved by a particular individual and their work and then to be able to get other people to notice it and engage with it. I love seeing a client overjoyed by the overwhelming responses from the media and the public about their story.”

3. Seeing a PR campaign play out the way you planned it

For Jackson-Bernardo, the thrill of not only developing a PR campaign but seeing it play out the way she had planned, can’t compare to much else.

“I may have been in the industry for over 18 years, but nothing can take away the feeling when the plan comes together and your client is happy,” she says.

“The late nights, the rewrites, the negotiations, the disappointments, and the challenges can all be exhausting, but that moment when you can quickly smile and see it all coming together before you move on to the next thing is still a special one.”

Sher agrees, saying, “I live for client satisfaction. I love showing clients the results we’ve been able to achieve and seeing them light up when they’re on the front page of a national newspaper. The results are always the best reward after a beautifully executed plan. We really do love it when a plan comes together.”

Rebecca Cronje, director at Cultivate Communications, is just as excited about finding solutions since no two clients have the same objective.

“Every new client or brief wants an outcome; we need to figure out how to deliver it. Often, the answer isn’t obvious and you need to dig around to find a really great platform, association, or hook to base a solution upon, and which the client’s community or target audience will find interesting enough to engage with too.”

4. Playing a part in training future public relations professionals

The future of South African public relations depends largely on the students of today. For Jackson-Bernardo, the thought of helping them inspires her daily to do as much as she can to give back to the industry.

“I get to spend many hours a day with young South Africans who are hoping to become PR professionals,” she says. “When I walk into a lecture room filled with students who are keen to learn and be the best, I am inspired and motivated. We have an obligation to guide, train, and motivate the youngsters wanting to join our industry.”

“There are lots of talented young people out there with jobs in many of the top PR agencies,” adds Jackson-Bernardo. “Being able to play a small part in their success stories is really one of the biggest rewards of working in and teaching public relations.”

5. Soaking up the glitz and glam of public relations

While the public relations industry is not all about glitz and glamour, there are still many opportunities for those working in the industry to attend events and glam it up. It’s this glamorous side of PR that Sher particularly enjoys.

“We receive opportunities to meet so many cool and interesting people in our field, from media to client collaborators,” she says.

“I love seeing the events that we’ve been planning for weeks come to life; the celebs we get to collaborate with and rub shoulders with, as well as chatting to journalists about upcoming features and opportunities to collaborate.”

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Before you jump into public relations, you need to be aware of a few truths about the industry. Read more in our article, Five things to know before considering a career in PR.