Sep 11

AMPR Knows. . .The highs and lows of working in PR

Written by Rachel Cox, Senior Account Executive

Each and every one of my colleagues at AMPR lives and breathes PR. In an industry like ours, you’ve got to ooze passion in order to keep up with its fast-paced nature. Throughout your PR career you can expect to experience some astonishing highs, followed by some lows that you learn to take in your stride.


The following points are a teeny-tiny snapshot into some highs and lows that I have personally experienced while working in the wonderful world of PR:


High: Happy clients

Nothing quite beats the feeling of incredible feedback from a happy client. When buried into the couch cushions on a Friday night, you may hear the ‘ding’ of a message tone and find a text from a client. The text is thanking you from the bottom of their heart for what you have done for their business – a boost in sales, bookings and staff morale even. The Cheshire-like smile that stretches from ear to ear fills you with butterflies. It is so satisfying knowing that your hard work has paid off.


Low: Sore feet

Events are often wonderful, glamourous, champagne-filled affairs. However, there’s nothing LESS glamourous than sore feet, as a result of the fabulous shoes you insisted on wearing. A day time event can see you standing for hours on end – often in strappy, pointy, podiatrist-angering shoes which can leave you smiling on the outside / screaming on the inside. None the less, we continue with the shoes because…farshun.


High / Low: The pitch process (wins and losses)

As an agency, we are constantly pitching for new business opportunities. This process takes many hours of work, out-of-the-box creativity, and brain-aching strategy – all to be delivered within very tight deadlines. Many new business ideas may pop up mid-shower, during an “ah-huh!” moment which reveals your innermost creativity – leaving you vulnerable to a prospective client’s critique.


The pitch itself (often in a boardroom of gazing eyes hungry to hear your concepts) can be utterly daunting. Once strategy is pitched and the presentation concluded, together we walk away and eagerly wonder what the result will be.


Hearing from a prospective client that you were unsuccessful can be really tough. Asking for feedback however, is the best way to learn and grow from the experience. After all, they say, “feedback is a gift”.


On the flip side, there is no better sense of elation upon hearing that you’ve won the business! It’s a feeling I wish I could bottle up and save for a rainy day. Again, asking for feedback around the pros and cons of your pitch is super important and will set you up for a successful campaign ahead.


Low: Canning something you put a lot of time into

PR is a fast-paced industry. It’s also a 24/7 industry, because media doesn’t sleep. PRs need to be nimble and learn to adapt in the blink of an eye. Sometimes we find ourselves putting countless hours into an idea or strategy and are deeply embedded in the success of the future campaign, only to be told it can no longer go ahead and that a new direction needs to take place, stat! This can be quite deflating, only due to the true passion you put towards the potential project. At this point, we reset, refocus and start again to make the next idea just as good, if not better than the last.


High: The team

The biggest high is being part of an incredible team of people whom you respect and look up to. Even as an adult I have moments when I look to my colleagues and think, “when I grow up, I want to be like them”. The people we surround ourselves with on a daily basis are intelligent, creative and driven and I am forever thankful that I’ve wiggled my way into the PR industry, one podiatrist-angering shoe at a time.

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