However, the saying goes, 'PR is as stressful as the military'.

Putting out fires and taming flames in crisis situations — along with tight deadlines and unpredictable hours — can be exhausting. Added to that, earned media cannot guarantee coverage.

Disseminating a press release can cause anxiety. There is stress from not knowing if a journalist will publish it, and a plummeting feeling in your stomach when not a single journalist picks up your release. There is also a crushing feeling of defeat after lobbying for hours just to get a "no" from journalists.

Public relations has continued to evolve since its early days in the early 20th century. Throughout history, public relations has never been static. PR founders Edward Bernays and Ivy Lee were experts in the media and communications — and their campaigns were legendary.

Edward Bernays was a nephew of philosopher Sigmund Freud. His first book called Propaganda was revolutionary at the time; however, after realising the damage it caused during WW1 and WW2, he released the book Public Relations, untimely developing a 'Chinese Wall' between media and publicists. Not to be confused with the 'Trumpism' Fake News, propaganda has the potential to cause huge political damage.

PR has battled with measurement since forever: How do you know exactly how much impact the PR campaign has had on the bottom line of building brand awareness?

Analysis has been developing as fast as technology and can provide a bird's-eye-view, but it is still not perfect. PR has had to prove itself worthy while its budgets are minuscule — compared to that of advertising big budget costs.

Executives who view PR as a 'nice-to-have' should consider that a PR campaign costs much less than advertising, and the results can be the same. We do not need flashy images and big production costs — just a professionally written and newsworthy release provides delivery.

Understanding the role of PR in marketing is complicated, but if a PR team amplifies and measures results, working beyond the company milestones and building recognition for its brand can lead to surprising results. With PR and marketing teams working together, organisations can achieve excellent brand success.

Finally, Public relations still has its roots in media — an integral part of any campaign — yet the media landscape has changed. The print has shrunk while digital platforms have exploded.

More than ever, journalists are swamped with press releases and content, and so being known for providing excellent quality content is essential in standing out from the crowd. For anyone considering entering the industry, a passion for content and storytelling is a must-have.

Having the nerves to pitch and lobby are essential characteristics too. For those who think PR is an easy career choice, think twice! It takes nerves of steel, a thick skin and good client service skills too.

For more information, follow TenacityPR on LinkedIn.