Hey PR Person! Do You See Our Profession as a True Calling?

By Marc Whitt

Let’s be honest: public relations isn’t always easy. There are long days, tight deadlines, unexpected crises, and moments when the stress can feel overwhelming. But if you've been in this field long enough, you know something else, too—there’s a deeper purpose behind the press releases, talking points, brand strategies, media training, and crisis and reputation management.

I’ve been doing this work for 40 years—largely in the higher education and nonprofit space—and I still believe this profession is a true calling.

Yes, we deploy tactical tools: writing, media pitching, message development, speechwriting, social media management, internal communication, stakeholder engagement, event planning, and issues management. Yes, we pursue strategic objectives: building trust, managing reputation, supporting leadership, advancing causes, deepening stakeholder relationships, and helping organizations stay mission-focused.

But PR is more than tools and tactics. It’s more than a strategy or a plan. It’s not just a “job.”

It’s a calling.

And when we lose sight of that—when we start seeing it as just work—we miss the beauty of what it truly means to serve in public relations.

Why PR Is a Calling, Not Just a Career

Here are 10 reasons why public relations is a special professional calling:

1. We give voice to the voiceless.

   PR professionals help those who may not have the platform, language, or confidence to share their story with the world.

   
   

2. We build trust.

   In a time of skepticism and misinformation, we serve as bridge builders between organizations and their audiences.

   
   

3. We shape narratives that matter.

   Our work influences how people perceive important issues, organizations, and individuals.

   
   

4. We serve the public interest.

   Especially in the nonprofit and higher ed spaces, our work supports missions that make communities and lives better.

   
   

5. We help others shine.

   Behind every successful leader or campaign, there’s often a PR professional making sure the message is heard and understood.

   
   

6. We are the conscience of the organization.

   Ethical PR professionals act as internal compass bearers—guiding leadership to act with transparency, responsibility, and integrity.

   
   

7. We listen before we speak.

   Listening is the first step in real communication. We take time to understand audiences, stakeholders, and concerns before crafting messages.

   
   

8. We thrive in the unpredictable.

   Whether it’s a crisis or an opportunity, we adapt and respond with calm, strategy, and purpose.

   
   

9. We celebrate stories.

   From alumni success to donor impact to breakthrough research, we highlight the stories that humanize institutions and inspire action.

   
   

10. We are lifelong learners.

    The tools change. The platforms evolve. But our curiosity and commitment to learning never stop.

What’s the Cost?

All this meaning doesn’t mean the work is without its toll.

The truth is: long hours, high expectations, tight turnarounds, and emotional labor can wear us down if we’re not careful. Many of us give so much of ourselves that we forget to recharge. But when we remember why we started—when we view this not just as a way to make a living, but a way to make a difference—we realign with our purpose and find renewed strength.

Final Takeaways

1. Remember your “why.”

   Reconnect with the deeper purpose that drew you into PR in the first place.

   
   

2. Take care of yourself.

   You can’t be your best communicator, strategist, or counselor if you’re running on empty.

   
   

3. Mentor someone.

   Part of answering the call is lifting up the next generation of communicators.

   
   

4. Advocate for ethics.

   Our credibility is our currency. Guard it fiercely.

   
   

5. Celebrate the calling.

   What we do matters. It’s hard work. It’s heart work. And yes—it’s a calling.

Copyright (c) 2025 by Marc C. Whitt