Very few people understand what public relations professionals actually do. My grandma still thinks that I write for a newspaper and my husband just tells people that his wife “writes stuff.”

Some PR professionals throw parties for celebrities and debutantes; some plan multi-million dollar campaigns; and, some write speeches for high-powered politicians and businessmen. But most practitioners spend their days in a less glamorous manner. My typical day is spent attending meeting, writing news releases and pitches, assisting the news media and monitoring coverage – not exactly the definition of glamor.

Furthermore, many public relations departments are understaffed, especially in industries like higher education that have been hard hit by the economy. There can be long hours, high stress and unrealistic expectations.

This frenzied environment leads many communication technicians to resort to survival mode, where tactics supersede strategy. I’ve been there: sometimes it is just easier to write a news release, than it is to spend time counseling clients and management on more appropriate strategies.

As tempting as this approach might seem, quality research and planning is the key to successful public relations. PR professionals should be consultants and facilitators for our companies and clients and by relegating ourselves to the role of tacticians we are limiting our potential to make a difference.

Be creative. Be vocal. Don’t let yourself be drawn into lazy public relations – it is the surest way to burnout on what might not always be the most glamorous career, but what can be a very rewarding calling.