A day of a PR specialist. What do we face with in our profession today?

Natasha Burilo
3 min readMar 1, 2022


Endless tolerance and silence are unacceptable when they harm the profession, enthusiasm and motivation. I have zero tolerance for unethical behavior in the professional field, in particular in my PR profession.

As can be judged by the meme, we will talk about our favorite feedback.) This post is inspired, to a greater extent, by the experience of working with the US and European media, and does not aim to offend anyone.

Rationally, I understand everything: “no time, hundreds of letters, irrelevant case” and millions of other excuses or their absence from editors and journalists, with whom the lion’s share of the daily routine of every PR specialist falls.

However, my own moral and ethical compass is in no way able to accept unethical behavior (that ranges on a scale from 1 to 10 points) of media representatives. Of course I know that the media business, like any other business, is difficult and expensive. And I always understand any position of the media: do not accept guest materials, accept only for money, fill out questionnaires and go through a video interview, and so on. I also know that there is a “match” between media and contributors, and therefore I wish all media to find their contributors, and all contributors to find their media.

Communicate with colleagues, I hear that the lack of feedback is a “collective” pain for many PR managers. The cause of the pain is far from being limited to the failure to fulfill the KPI of publications, but goes to the state of moral decline, depression, burnout, extinction of motivation.

Working at least 160 hours a month and not getting energy exchange and results, can you expect anything else?

In addition, acting as an intermediary between the client and the media, you cannot afford to respond to the media representative at least something that could lead the editor to think about rudeness or pressure on your part.

“Why you don’t answer me,” “but you posted a column by John Doe, why do you decline ours on a similar topic?”, “why did you first approve our material, and then stop responding?” — no, no, and again no — so, alas, it won’t work.))

Gratitude to PR managers, in major cases, comes from other PR managers, since it is easier for colleagues to understand what they have to deal with. So yes, in this case, PR people can thank other PR people for tips, contacts, media, recommendations and so on. But that, it seems, is where it ends. Some kind of a vicious circle.

What should a publicist be ready for? — The answer lies not at all on the surface, and is not limited to the list of job responsibilities.

I have been in PR since the age of 15, working remotely with the media and clients from school. Therefore, all stages of true love have already been passed: falling in love, and boredom, and hatred, and acceptance ..)))

There are 3 outputs:

  1. stay true nad honest to yourself
  2. keep a rational perception of things and situations, generate positive and not get stuck in negative
  3. be flexible, change yourself and change things around you — it is normal!

By the way, who wants to support my blogging on the topic of PR, marketing, labor market — visit my Patreon.




Natasha Burilo

PR and Communications specialist. Columnist on the topics of PR, media, marketing, labor market. I also write poetries and prose. Love Nature, animals, art.

More from Natasha Burilo