We’re the worst. We get it.

Whether we’re talking about building the brand, shaping opinions, or selling products and services, we PR people have too many questions, we offer unwelcome opinions, and we always have suggested edits to that thing you wrote.

There are a lot of reasons not to like us.

But when we successfully get that thing you wrote published, get people talking about you, or get the product some coverage, we hope you understand why we are the way that we are.

We know we ask you to clarify things while also refusing to truly understand the details.

We know we ask you to approve our edits but then stand firm when you disagree with them.

And we know we offer opinions when they’re not entirely welcome.

But all of that is our job.

It’s our job not to understand you completely, because then we can’t ask ourselves how to make other people care, turning your expertise into stories that mean something to real people.

It’s our job to stand firm on our edits, looking for every opportunity to make your great ideas accessible by using plain language, cutting jargon, and keeping it simple.

And it’s our job to be constructive contrarians, finding new ways of doing things and creating a narrative, because no one reads press releases anymore.

We’re selfishly curious, deliberately ignorant, calculated, and challenging to work with all at the same time.

It’s our job to be difficult, to be a filter, and to get in the way a little bit.

But that’s only because PR is all about promoting ideas. And the best ideas tend to be compelling, clear and concise. It’s those ideas that people latch onto, that are memorable, and that get acted upon. So, when things come our way that are complicated, esoteric, or inaccessible, it’s our job to ask a lot of questions, make tweaks, and dig for something new and exciting.

It’s all in the interest of getting you out there.

We’re the worst so you can be your best.

Just embrace it.