Communicatieonline recently published a list of reasons for choosing a career in communication. German communications professionals described what attracted them to the field. Variety, the opportunity to use their abilities and personal development topped the list.
It prompted me to consider my own motivations. I usually enjoy going to work, but what inspires me about PR today? Here is my personal list.
1. Connecting people
PR professionals work with different parties who need one another but pursue different goals. I enjoy connecting them and discovering how clients and media can strengthen and inspire each other.
Then there are colleagues. Friendly colleagues make any job more enjoyable, but working at a Benelux PR agency also brings cultural and linguistic differences. It is fascinating to see those differences reflected in communications approaches, and my vocabulary has grown considerably too. Until recently, I did not know the Belgian French word racrapoté, meaning curled up or huddled. And did you know that a little zwanzer — joking around — can be good for you?
2. A to-do list? Think again
As an enthusiastic list-maker, I have learned that completing a daily to-do list in PR can be quite a feat. Things rarely go exactly as planned. Yet that unpredictability has its charm and encourages flexibility and creativity. I now think of my to-do list as a list of opportunities and take things as they come.
3. Hunting for news
PR professionals look at the news in their own way, spotting angles that connect clients with current events. Public interest in technology is greater than it was a few years ago. Seeing news from our IT clients appear in a daily newspaper is highly motivating.
4. Learning to take a broader view
Communication keeps evolving, as do our clients, who continually launch new products and services. I try to understand those innovations and consider critically which approaches best suit each client. That can be a real challenge for a technology PR consultant. Techniques that work in consumer PR do not necessarily work in B2B, but they can still provide inspiration and encourage a different perspective.
5. Did someone say multitasking?
Communication and PR cover a broad range of activities. I might manage social media and support interviews for one client, then act as a press office or prepare media training for another. With that variety, there is no chance of getting bored.
More news ›