Work smarter (not harder) in 2019


A while back – but not anymore – when I’d ask a PR person about their job, they’d usually start with what they liked. “I like using creativity and storytelling. I like completing intellectually stimulating activities at work. I like building relationships with new people.”

But now, most of the time, they start with how busy they feel. “I always feel rushed. I feel like my mind is always racing. I feel like I’m perpetually behind. I’m always worried I’m missing something.”

Is that how you feel, too?

What if, in contrast, you could feel like your mind is clear? Have that be the new normal. What if you could feel like you’re doing your very best work at almost all times? What if you could feel certain you’re on the correct path with the daily work you choose and your career direction?

I know people who feel like that. I know how they act and think differently than the typical PR person.

You can feel like that.

But you have to let go of three false beliefs about working in PR:

This is a service business, so my job is to carry out orders and meet requests.  

False. That servant mentality may work for restaurants and flight attendants. But this is a creativity business. Your job is to be the expert, and to do that you sometimes need to ignore distractions and turn down requests.  

Because I carry this phone/text messaging machine/email inbox all the time, I therefore need to check it and respond to it all the time. 

Dig a deep hole and bury this thinking forever. Any recent college grad can be “responsive.” Your job is to be effective. And you can’t be effective when you’re constantly checking your digital tether.

I’ve got to finish all these things everybody wants me to do. 

Not anymore. In the information age, it is impossible to process every input and complete every request that comes your way. You have a bigger challenge – you need to use your mind and carefully evaluate and prioritize all the incoming you have. Accomplish the vital few tasks that really matter, and have the knowledge and confidence to ignore the rest.

And now you’ve got these questions:

“What about clients or bosses who expect me to be responsive? What about missing inquiries from media? If this stuff is true, why does everybody I know act and think the opposite? That rings true to me, but where do I start?”

Good questions. I’m doing a complimentary training that will clearly walk you through the specific answers. I’ve been teaching these principles to paying clients for the last three years – this is the first time I’ll discuss any of these tips and takeaways in a public webinar or conference.This will be entirely different than the free webinar I did in the fall – totally different content, totally different style. Unless you are one of my paying clients, you have never heard me teach any of these techniques and principles.

Join me next week for: Work Smarter, Not Harder: Get Beyond the Daily PR Grind to Eliminate Distraction, Get Better Results, Please Clients/Bosses WITHOUT Being Tethered to Your Phone 24/7

You’ll learn:

– Scientific research that proves the conventional approach to day-to-day work in PR is the absolute opposite of what works best

– How to change others’ expectation of you from “responsive” to “effective”

–  Specific phrasing for your emails and conversations with others to set boundaries in a way that builds respect, not annoyance

– Free or inexpensive software tools that shield you from incessant digital distraction

– Ways to create space for the creative side of your brain, which is why you got into PR anyway!

Attendance for this complimentary live webinar is limited to the first 500 attendees, so register now and log in early to secure your spot.

This article was originally published on Dec 28, 2018.