Anyone who’s ever worked in trade PR will tell you that it’s not always the most entertaining of jobs; particularly when you’re confronted with a crisis, budgets being cut on an annual basis, or the task of trying to create excitement around a subject that your average Joe would describe as ‘dry’ (e.g. insurance).
It’s not enough these days to go home of a weekend knowing that you’ve done a good job throughout the week and tell no-one but your husband and the cats. Success and public profile go hand-in-hand; every good PR professional knows this. But what about the art of PR’ing ourselves – the PR people?
Emails can be a mine field of misunderstandings, counter balanced with the need to be polite to other humans who – in any normal circumstances – you most likely wouldn’t meet up with for a coffee let alone a three-hour meeting/business lunch. In PR it’s all about your ability to smile through the stressful
If you’re a fan of Absolutely Fabulous or W1A (to cite two examples) both of which portray PR in different ways – but mainly as a vacuous hive of excess, falsehoods and stupidity – then you’ve already stumbled across a small dose of the negative press that the industry tends to receive… Coming into