PR Pros: It’s Never Our Work, but the Brand’s Work
So I was feeling a little blue yesterday because a press release I wrote went through two people, but then was edited hardcore by the third. We’ve all felt it – we put a lot of effort into something, and it comes back with a ton of red. Sometimes we take it personally, but as PR professionals, we have to brush it off as constructive criticism and learn from it. This time, it felt like I wasn’t doing a good job, and I want to produce the quality that I expect of myself. I was told that I had, but this stuck with me when discussing it with my boss:
“It’s never our work, but the brand’s work.”
True? Absolutely. Is it hard to be humble in this profession? At times. Do we do it? Yes. Guess what? It’s not about us. It’s what being said about the brand. You might strategize with the CEO, but they are the ones saying it. Press releases have the stamp of the brand on them – not your stamp. Press releases are a team effort – and they are vital to your organization. I’ve always viewed it as PR professionals leave their mark on materials, efforts, events, etc – but the brand leaves its impact on the public. Is this wrong? Why is it called public relations if that’s the case?
So how do we overcome that feeling? Is there such a thing as too much editing? We all think differently. Some people edit just to edit, but many others have great ideas that you never thought of.
Being a PR professional can be different than being a working professional. Our hard work is recognized internally, but it resonates with the public in a variety of ways. Could this be why it’s so hard to define our jobs?