Why communications isn’t a bullshit job

If you’ve been in the business a while, then you’re well aware that PR people are paid to take care of things for which no one is really responsible. I mean, who else handles everything from vague requests to “cooperate” that aren’t addressed to anyone in particular, to cryptic customer complaints based on mystical facts and figures, to that yearly yet fateful question so delightfully chock-full of pitfalls: How should we design our Christmas card? And that’s just the tip of the iceberg. As communicators, our very job description includes assuming responsibility for things for which no one person could possibly be personally responsible. Who seriously believes that an organization’s reputation hinges on one individual or, for that matter, that it can be casually shaped from an Archimedean point provided by the communications department.

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