Why are PR professionals the worst at switching off from work?
By Vivi McDuell on Monday, 29 February 2016
Research by software company Workfront has revealed that half of marketing and comms professionals check on their work emails in their spare time. Instead of switching off, they are logging in. This research comes as no surprise - in today’s always on world, as a PR you have to be more accessible to journalists and clients than ever before if you want to deliver the best. This means checking emails almost all the time, particularly if you’re on call for client crises, whether it’s the middle of the day or the middle of the night. And, when that late night call comes in from a journalist looking for more information on a Sunday-for-Monday story you’ve been pitching, you can’t help but jump at the reply if it results in good coverage for your client.
Really, I don’t think many PR professionals would have it any other way - PR is often hard work and inevitably involves long hours of being on call. But, in the same breath, it is also very rewarding, especially when it comes to the relationship building which forms a huge part of what we do. If you can become the go-to reliable PR for a journalist, regardless of time or day, this will only benefit the type of coverage you can deliver for your client going forward. And for your clients, being able to show that you are ready for anything that comes through the door, whenever or wherever, demonstrates the value you add to their public relations at a consultancy level. Wanting to deliver the best for your clients every single day is a great motivator to work harder, do more and care more!