Stress, expressed via clipart.

Career Cast released its most stressful jobs for 2012 and, yay, we’re on the list (aren’t we always?) — PR executive came in seventh. Is this why my hair is always in the drain after a shower? It’s true. Everyone hates us.

This very competitive field, which often includes highly visible, tight deadlines, keeps stress at high-levels for specialists. Some PR executives are required to interact with potentially hostile members of the media, especially after a disaster.

Perhaps that’s why colleagues I interviewed for a previous post dreamed of being everything from a professional drummer, disc jockey or hip hop dancer – anything but PR. So what does this mean for PR in the future? I asked the same group of people what they thought PR would look like in the year 2020:

Amy Levy of Amy Levy PR’s response would make life so much easier:

200 character pitch lines directly to journalists.

Ann Baker of Netmarketing – 123 said,

Outbound communication from PR specialists or PR-DIY business owners will be transmitted to potentially interested consumers, businesses, and media via a sophisticated interface that matches sender, message, and potentially interested recipients via algorithms very similar to those used by Google today to sift, select, and present Search Engine Results to us, based on what it knows about what we’re interested in (drawn from its knowledge of our past searches etc.).  What I see, in other words, is a multi-party exchange of “knowledge-of-and-computerized-selection-of-the-other” instead of today’s one-directional selection of recipients done by Google and other commercial entities. And, I think this multidirectional matchmaking will allow the outbound communication to be more pure, less sell-y, and more strictly informational – because the audience for the message will be pre-qualified, i.e. already selected for probable interest.

Marilyn Haese of Haese Wood PR got jiggy with science fiction.

…we could probably more easily send video/audio press releases out on our wristwatch based-iMac iPod iPhone, but a rise in wrist bone tunnel syndrome would also result.

Marje Bennetts of M Bennetts PR waxed nostalgic:

All internet or beyond – maybe something we don’t even have now: and, very few daily papers, or weekly – just possibly monthly magazine and even those electronic on our TVs: papers: all communication from a handheld device: i.e. phone or tablet or the next generation, and PR as we know it – will diminish as the news sources will be so many (everyone is a source) that it will be almost like paid only commercials. In a way, reverting to where it was within the 20s or 30s where companies had “house organ” publications or just their own news for others to see. And, I hope I have retired!

Finally, our own Dan Grody said,

PR will be an art form, not focused on reaching the largest audience or gaining the most impressions, but helping clients identify, understand and reach their core customers more effectively. While still helping marketing teams execute communications goals — PR will work within more specialized, niche social networks that many big companies will create and run in-house.

What do you think?  Will PR be any less stressful in 2020 and what will we be doing?

Susan, TGPR