Marijane Funess April 18, 2014 | 02:08:37

PR Pros "Celebrate" Stress Awareness Month

Of course many of us are observing Passover and Easter this week, but did you know that April is also “Stress Awareness Month”? With public relations a perennial “top-of-the-list” candidate for stressful careers, we thought we would examine some of the stressors PR pros bemoan.

A client “goes dark” for more than a few days, without warning. In our experience, this can mean one of three things. Internal changes, possibly resulting in a client transition. Internal discussions, possibly culminating in an agency transition.  Or…nothing! Try to remain calm and keep contacting – email, call, text, so that your attempts to move business forward are documented, regardless of the outcome.

A reporter tells you your client’s story will run “exclusively in the print edition” and you say “that’s great!” Except that, it isn’t anymore, save for some old-school clients. PR practitioners want coverage in print, but we really want it online where it will drive search and live forever (or close to it). So, don’t despair, disseminate! Post links to all SM platforms and find ways to re-purpose to an online audience.

A new business prospect sends an RFP due a week from now with a holiday weekend in between. Cruel and unusual punishment? Nah, the norm for the PR biz. Determine you have the resources and experience to win, then take deep breaths, work backwards from the deadline and you may enjoy some of that weekend.

A reporter calls the client to cancel an interview.  There is so much that is stressful in that scenario! Reporter contacting  the client instead of PR reps; cancelling an interview on the day of.  If you let your client know that this is a rare exception to the reporter rule and insert yourself back in that conversation pronto, it is totally salvageable.

A client “takes a little while” to review and edit materials while a golden media opportunity slips awayPR people want to scream and tear their hair out over missed opportunities, particularly ones they deem completely avoidable. Set some boundaries at the beginning of the relationship; earn your client’s trust and soon you should be able to tame that situation (until the next one arises!)

Now, go home and enjoy the holiday weekend, and try not to look at your phone (too much!)

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