Apathy is the enemy of creativity. As the summer season kicks in it is all too easy to find ourselves on autopilot. Whether boiling our brains on the Northern Line, or navigating the mental gymnastics of summer childcare logistics, summer can be a difficult time to maintain momentum. For creativity and curiosity to thrive we need rest and inspiration. Be it recommending a book, a breathing method or developing a craft, this summer BITE is asking leaders to share how they are making the space to nurture their creativity and find their pace.

Andy Rohr, Global Head of Tech, Current Global, shares his love for the PR industry to motivate practitioners through the summer slump.

I was recently thinking about our profession as well as common traits we tend to share as PR practitioners - our strengths and our foibles. I realize they are two sides of the same coin. As we’re into the dog days of summer, I wanted to explore this. More importantly, I wanted to share love for this industry and the people in it.

Some observations:

First: We’re empaths. The ability to put ourselves into others’ shoes is what makes us effective communicators.

Second: Despite a Hollywood cliché, we loathe the spotlight. We’re happier behind the scenes.

Finally: A lot of us are people pleasers. This means we bring diplomacy and positive energy to even the most challenging situations. 

Sounds good, right? 

But on the other side of the coin – these same characteristics can mean we show up in a deferential way. Or we don’t fully value ourselves.

We wear many hats on any given day.  Media relations expert, exec comms strategist, digital content leader - the list goes on. It can be difficult to explain what we do -- and our modest nature makes us less inclined to do so. We advocate for others and tell their stories, but not for ourselves. 

And given the chameleon-like nature of our jobs, we run the risk of internalizing a ‘jack of all trades, master of none’ mentality.

Over the years I’ve listened to discussions about how we should try to be more like advertising. As opposed to doubling down on our abilities to create campaigns rooted in an earned-first sensibility. I’ve taken part in projects with integrated teams where non-PR people have taken the lead developing the comms section of the plan – usually involving an event in Times Square and children’s choir. A poisonous sentiment hangs in the air that anybody can do what we do.

One of the gifts of getting older is having more confidence. I understand the special value we bring as problem solvers.

I’ve had the opportunity to collaborate with marketing and advertising colleagues on programs who appreciate how deeply we understand our client’s business. I’ve worked within integrated teams where the central creative concept came from us – the PR people – rooted in our understanding of the audience.

I’ve worked with amazing marketing clients who remark on our ability to pivot stories so that they are genuinely relevant for different audiences. They are also impressed by the speed at which we work. After all, tight deadlines are the norm for us. 

If you’ve made a career in this profession, you possess remarkable abilities. Fact. So we should always show up with confidence. 

For students who are toying with a career in comms but are unsure whether to take that leap: if you love learning and new challenges every day, this is likely a great path for you. 

When I stepped into my first PR job I knew I had found my people. Smart, hard-working, fun. I still feel that way. 

But as we can be hard on ourselves I wanted to spread a little summer love.