5 Reasons Why Babies are Like Agencies

I recently returned to Buchanan PR after giving birth to my son Carmen on New Year’s Eve. Upon careful observation over the past four and a half months, I reached the conclusion that working at a public relations agency is a lot like taking care of a baby. Seriously? Yes, and here’s why.

1. Lunch hour?

I surveyed a handful of my new mom friends, asking: “When was the last hot, uninterrupted meal you had?” Each named the day before they went into labor. I laugh, because oftentimes at an agency, we get so busy that it hits 4 p.m. and we realize all we’ve eaten all day is a granola bar (or some gummy bears) eight hours prior, or we’re eating yesterday’s leftovers as we bang out three news releases. 

2. You’re Always on the Clock

Infants need their mommies 24/7 for hugs, diaper changes and general complaints. At an agency, you need to be available to your clients at all times, especially those clients dealing with time-sensitive issues. It doesn’t matter if it’s lunchtime, nighttime or the weekend—a new project, big announcement or a major crisis often needs your immediate and extended attention. Which leads me to No. 3 …

3. Crisis Can Be Just Around Corner

Mommy turns around to open a new bag of diapers, and baby rolls off the changing table. With infants, a crisis can happen in a split second. It’s no different with agency clients. We regularly receive panicked calls—from clients and potential clients—that the proverbial baby poop has hit the fan. As agency professionals, we need to be able to act quickly, calmly and smartly.

4. Do A Lot With a Little

In Baby Land, parents have to do a whole lot on little to no sleep. We also have to be mind-readers because babies give us little to no feedback in regards to their needs. On the agency side, sometimes clients have shoestring budgets. Sometimes they have announcements that are not necessarily newsworthy. Sometimes they have very little information in the midst of a crisis. All of these situations force PR professionals to be creative and efficient.

5. Typical Days Do Not Exist

On Monday afternoon, Baby might be playing peek-a-boo with his nanny as you arrive home from work. On Tuesday morning, Nanny might have unexpectedly resigned, Baby is screaming like a banshee because his teeth are coming in, and you’re trying to find last-minute childcare before heading into the office. Many of us here at Buchanan field informational calls from college students who are tasked with reporting on the typical day in the life of a public relations professional. These students learn that, at agencies in particular, there is no such thing. At 9 a.m., we could be pitching a client’s op-ed on a Supreme Court ruling to The Wall Street Journal; at 11 a.m., we could be writing the CEO’s speech for a client’s annual gala; and at 2 p.m., we could be hosting a pesticide training session in the middle of a field.

Go ahead; tell me that these are not some eerie similarities.