I got an email recently for a dental care company. It began: “My name is Misti and I am a Dental Assistant and Public Relations Specialist.” Wait a second here! An expert at tooth decay AND pr? What are the odds, two totally diverse occupations could come together, all in the name of crisis management and good hygiene? Not many, I suspect, and hopefully, not any on the horizon.
Today’s business leaders have spent years pursuing a career, putting in the time, not to mention blood, sweat, and tears to achieve a level of respect and professionalism. One would not take the profession of a sales executive, a school administrator, a firefighter, a member of the clergy, a business entrepreneur, or an engineer with a grain of salt, and I would encourage those companies out there, not to look at the profession of pr with the same lack of understanding and yes, admiration.
I’m retired but I do not take my illustrious (and notorious) career lightly.
PR specialists today guide companies and politicians through crisis, growth, turmoil, brand extension, and the basic efforts, press, and publicity, with a high level of understanding and experience and it is NOT a field that can be lumped together with another, assuming those ‘perpetrators’ believe pr is a profession anyone can do. Anyone can’t. The world has a multitude of pr agencies, consultants, and staff/corporate public relations professionals who combine years of being in the trenches, with the day-to-day practical application of their craft.
If anyone is so removed to think pr is writing press releases or sending well-written solicitation letters, then they probably deserve what they get. I wonder if the state of Florida relied on PR Specialists/Manicurists to deal with the media and the thousands of people affected by Hurricane Ian. I question whether politicians pushing legislation relied on their PR Specialists/Landscapers to inform and educate the American public on serious issues affecting their lives. And I wonder if a company in Arizona that was looking to create jobs and stimulate the economy consulted their PR Specialist/Upholsterers to talk about the promise of better times. I would guess they did not.
Now, manicurists, landscapers, upholsterers, and yes, dental assistants are jobs that require training, education, creative instincts, and solid dedication and I would never assume I could do their job, just as I am hope they believe they could not do mine.
Maybe the real problem is companies that don’t understand that the best assets of the business are those who get on the elevator at 5:30 pm every day or get into their service trucks, carrying with them pride in what they do and a feeling they are ‘special,’ because they have a job, regardless of what it is or what it pays. Maybe they don’t understand that one can’t requisition a profession or assign it to someone, especially pr where if I hear one more person who thinks they can do the job say:” well, I’m a people person,” I’m going to scream.
We all are professionals in whatever job we do. I am quite sure of that. But maybe I should have called my lawyer/dry cleaner to vet this column before I submitted it.
Cooler than hell!! Totally agree with the accuracy of your “truth to power” about the public relations employment field!!
Now if you can convince the media and politicians the pharmaceutical companies are needed not only when one is “dying “! I would be thankful.
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Those who watch doctor or lawyer shows, or who stayed last night at a Holiday Inn, think they're lawyers or doctors - now PR professionals - just without the requisite education, training or experience. The next time someone without credentials purports to be an expert in a profession, go Arpaio on them and respond, "Show me your papers".