Stop complaining and start doing: A wake-up call for PR professionals

The industry doesn’t need negative attitudes. It needs practitioners with a positive mindset.

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Matthew Libassi is director of public relations and speakers bureau for Northwell Health.

Lately, I’ve been noticing a disturbing trend on social media: there’s a growing chorus of PR practitioners complaining about the industry, their clients, the journalists, the deadlines, and basically everyone who dares to ask them to do their job.

“The client keeps asking what’s next.”

“They want this done by tomorrow?”

“How dare they expect me to turn this around so quickly?”

If this is you, do us all a favor and get out of the business.

I don’t say that to be cruel. I say it because you’re making everyone miserable — including yourself.

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The reality

Yes, PR is hard. Yes, burnout is real. According to recent reports, approximately 50% of PR professionals are considering leaving their jobs due to burnout – and a significant portion have already left. Yes, there are genuinely toxic work environments out there. If that’s your situation, I encourage you to find something different.

But if you’re triggered simply because a client asked, “what’s next?” after you landed a top-tier placement, because a journalist didn’t reply to your pitch (join the club) or because someone had the audacity to ask you to work on short notice — then read on.

This is where a PR practitioner needs to shift their mindset. That client wasn’t disrespecting you. They were complimenting you.

When a client asks, “what’s next?” they’re saying, “You did such a good job that we want more. What’s your next brilliant idea?”

If clients stop asking — that’s when you should worry. That means they’ve lost interest.

Attitude matters

One person’s bad attitude can poison an entire team. Morale can drop 30-40% in teams that had to cope with the negative behaviors of just one individual.

I’ve seen it happen. One person walking around with a chip on their shoulder, visibly frustrated, making snide comments about clients or journalists, treating urgent requests like personal attacks and suddenly the whole energy shifts. Deadlines feel heavier. Brainstorms become tense. The collaborative spirit evaporates before 10 a.m.

Your attitude isn’t just your attitude.

If you’re finding that your feelings are seeping into your interactions – with team members, with clients, with journalists – if you’re noticing that your frustration is becoming visible and contagious – enough to rant on LinkedIn after your third glass of Tuesday chardonnay – then you need to ask yourself something hard: Is this career the right fit for me?

PR is special. Many of us are ex-reporters. We thrive on the speed. On the pivot. If you can’t show up with the same energy and commitment, you’re not just hurting yourself. You’re hurting everyone around you.

Demanding vs toxic

Don’t get me wrong — there’s a difference between a demanding work environment and a toxic one. If you’re working somewhere that asks you to do impossible things, ignores your wellbeing, and sets you up to fail, that’s not a PR challenge. That’s a red flag. Find a new gig.

But if your issue is that people talk to you, ask you questions, or expect you to move quickly? That’s not a toxic environment. That’s just PR.

And if you’re a freelancer or running your own shop billing two, three four or more grand a month? You’re damn right I’m picking up that phone on a Friday night at 8 p.m. if they call. You’re damn right I’m crafting a pitch on Saturday morning if breaking news hits our beat. That’s the deal you made with your client.

Your choice

PR isn’t meant for everyone. But your mindset will help you.

Successful people in PR thrive by: