Matthew Libassi, Director of Public Relations at Northwell Health, sharply criticizes a growing trend on social media where PR professionals publicly complain about the demands of their profession. According to Libassi, these individuals spread negativity that harms not only their own careers but also entire work teams. He tells them that if they cannot handle the dynamics of the industry, they should rather leave it.
In his commentary, Libassi points out specific situations, such as clients asking about next steps after a successful campaign or expecting a quick response to current events. Many professionals perceive these demands as a burden or a sign of disrespect. However, the author emphasizes that these are a natural part of working in communications. If a client asks what's next, it's a compliment and a confirmation of interest in further ideas, he says.
The difference between demanding and toxic
The author acknowledges that burnout is a real and serious threat in the industry. He refers to statistics showing that approximately 50% of PR professionals consider leaving the profession precisely because of exhaustion. At the same time, however, he strictly distinguishes between a truly toxic environment and professional demandingness.
“If you’re working somewhere that asks you to do impossible things and ignores your mental health, that’s a reason to leave. But if the problem is that people talk to you or expect speed, then that’s not toxicity. That’s just PR.”
Libassi warns against the so-called bad apple effect, where one negative individual can undermine the morale of an entire team. According to available data, the presence of a person with a chronically bad attitude can reduce team performance and mood by 30 to 40 percent.
Who makes up modern PR
A large proportion of successful public relations professionals are former journalists who are comfortable with a fast work pace and the need for immediate changes. Libassi states that for these professionals, it is natural to pick up the phone on a Friday night or respond to breaking news on a Saturday morning.
For those who do not identify with this mindset, he has a clear message:
- Every year, over 5,000 new graduates enter the PR industry.
- These people are talented, motivated, and ready to fill vacant positions.
- A negative attitude towards clients and journalists only clears the way for competition.
- The ability to keep emotions in check is key to long-term success.
In conclusion, the author adds that the door is open in both directions, and remaining in an industry that frustrates someone is not a solution for any of the parties involved.