Who are you calling a dizzy blonde? PRs hold a firm's reputation in their hands

If I told you I was blonde, female, in my twenties, had studied media and now work in the public relations department of a leading television company, you would probably form a less-than-favourable impression of me pretty quickly.

Perhaps you’re smiling and thinking of Edina from Absolutely Fabulous or Samantha in Sex and the City. After all, isn’t that what PR executives do: drink champagne, go for long lunches, party day and night with our celebrity clients? No. I’m sorry if this comes as a disappointment, but public relations is a highly strategic profession built on trust, knowledge, relationships and good judgment – skills I’m not sure Edina ever boasted.

Should we be surprised there are so many misconceptions about our industry? Probably not. PR is a vague and nebulous term that diminishes the true meaning of our work and shrinks it. Even my own mother struggles to understand what I do. Perhaps that is understandable as communications covers a broad spectrum of activities, including internal communications, event management, social media engagement and speechwriting. The problem is that quickly leads to misconceptions about the sort of women who work in the industry and what we do. How many times have you heard the expression “PR darling!”, as if our work is perfunctory and can be executed without much thought?

The irony is that trusted communicators operate at the heart of business. That is why so many boards now include a director of communications, because knowledge is central to the way businesses operate. Knowledge transforms the way we engage with one another, and the way we present ourselves to the outside world. These days, it is the communications team that usually becomes aware of a problem before anyone else, and it is the communications team that is charged with taking action to help put it right. This boils down to the need to operate strategically at all times; to exercise good judgment and to act as trusted advisers across the business.

I would like to think my brain is lit – in fact, I know I could not do my job if it were not. The PR department’s plans can be scuppered in the space of a call, therefore adaptability and being quick on your feet is key. I’m sure we have all lost count of the times a potentially far reaching story has been damaged by a leak. However, it would be naive to assume we cannot plan for these eventualities. In fact, most of our days are spent conjuring up possible outcomes and potential questions.

I am sure any PR would agree that the hardest part of our job is that there is never a right answer. Through all the planning and creating strategies, our decision-making is generally based on opinion and experience, along with a lot of logic – and mind reading. When preparing announcements, communications professionals will sit for hours anticipating every eventuality and potential question that could be fired at spokespeople. And still there could always be one that is missed. But as protectors of businesses, their staff and information, it is the job of communications professionals to prepare their spokespeople to be the best they can be.

I think it safe to say that if PR were occupied only by Patsys and Edinas, the information consumed by the public would be very different, as would the reputations of the world’s businesses. Thankfully, there are some sharp and respected advisers out there who spend their days ensuring their clients’ reputations are upheld in a positive light through building strong relationships with journalists and clients and spending hours planning effective campaigns.

Fed up of the stereotypes surrounding your industry and want to set the record straight? Tweet us @gdnwomenleaders