Nobody Really Likes Us

In the mind of the public, we public relations professionals typically share the same company with lawyers and dentists. Nobody really likes us, unless they are in desperate need of our services, in which case they often think we are wonderful (assuming we've done our job right).

While pain avoidance explains the dilemma over dentists, it doesn't necessarily explain us PR folks and our litigious counterparts. I believe it is because we often "defend the indefensible."*


(A long-running joke I have told about my work in public relations has been to say "My greatest fear is that I will someday have to pay for my many sins against society.")


Now hold on - what I'm really getting at is that we, as public relations professionals, perform work not unlike that of a lawyer. We take our client at their word. We believe they deserve quality representation. Like lawyers, we use research, facts, data, and even emotional appeals to inform and communicate a message on behalf of our client. But let's step back a bit . . .

At the moment I am writing this, Ad Age is conducting a poll: "As someone employed in marketing, advertising or public relations, would you work on the BP account in a professional capacity at this point?"

Like lawyers, does everyone "deserve" public relations guidance, without judgment? At what point do we, as public relations professionals, say that the benefit of the doubt has expired, and "we want no part of this"? Or, is the thrill of the challenge - to win the 'un-winnable' - too exciting to ignore?

Is it all relative? Is it just a matter of perspective, or are there situations where you would just walk away?

I hope I don't have to make that decision. But if I do, I hope I choose wisely.

He chose . . . poorly.