If you’ve ever worked in PR or communications, raise your hand if this scene sounds familiar:
INT. YOUR OFFICE - END OF WORK DAY
YOUR BOSS/CLIENT/COWORKER enters. He reveals that he’s spent the last X number of weeks, months, maybe even years on an exciting project that is finally done.
BOSS/CLIENT/COWORKER: "I am here to discuss the rollout strategy for this very exciting project that I expect to get lots of press attention."
YOU: "Wow. I had no idea you were working on this project. It does sound very exciting. I can’t make any promises, but we will certainly do our best to get reporters to cover it."
BOSS/CLIENT/COWORKER: "Great. We need it to go out tomorrow."
Your jaw hits the floor. It’s almost five, you still have a dozen calls and emails to return and NOW you have to figure out how to deliver “lots of press” on an issue you’ve never seen before...by tomorrow???
YOU: "If you want to get press on this, I’m going to need more time."
BOSS/CLIENT/COWORKER: That’s impossible. Tomorrow’s the deadline that we’ve been working round-the-clock for days/weeks/months to meet.
YOU: "Why didn’t you involve me sooner? I could have worked with you to make sure the project was camera-ready for roll out."
Your boss/client/coworker looks at you like you’re talking a foreign language. Why would they have included you before now? They already know how the public is going to respond: They’re going to love it. And getting press will be easy (They know this because they believe that anyone who has ever read a newspaper is qualified to do your job.)
BOSS/CLIENT/COWORKER: "What’s the big deal? We just need you to put out a press release."
You resist the urge to throw a stapler at your boss/client/coworker's head.
FADE OUTRead more