Holy Crap -- What do I do now?

No matter how much you plan, things go wrong. Sometimes things go horribly wrong.

It isn't always your fault. There are x-factors in every undertaking in life. Maybe someone cancels on you, maybe your car breaks, maybe you lose your phone. A lot of times it's something you can't predict or expect.

It's an issue we all have to face, especially in public relations. Often, as a practitioner, you'll be the most responsible person in a situation. That's responsible in a you-take-charge-and-make-things-happen way and responsible in a you-are-gonna-hear-about-it-from-your-boss-if-you-don't-fix-it way, too.

So, when you get thrown a curveball, what do you do?

In my opinion, you go back to the basics. In basic PR I learned a few important lessons:

1. Everything in PR is based on reputation, so be transparent. This is hugely important, especially if you're answering to someone, which, let's face it: we always are. Chances are if you are working under someone, there's a reason for it. They aren't there just to critique you. They're there to help. Let them know what's going on and get their advice. You never know. They might have a quick fix.
   
2. You are as valuable as who you know. If you're a UF public relations student, you have connections. You have capable advisers. You have friends with experience. You have access to alumni who care. Part of being in PR is tapping the resources you have. Chances are, you'll find someone who is more willing to help than you could have imagined.
   
3. Don't settle. When something goes wrong, a band-aid won't fix it. Instead, you need to make sure that if you put your name and reputation on the line for something, you do it right. Sometimes accepting a delay will be better for you than putting something sloppy together. Successful PR professionals do not take "okay" to the bank. They take results. So, do it right or don't do it at all.
   
4. Risks are necessary. You can take a spoiled plan and make it into an opportunity. A lot of times, plans that fall through open doors for other ideas. If you have something you're passionate about, something you're well-versed in or an idea you've been looking to try, make a negative into a positive. This will pay off, and if you are successful, you're a hero.

All that said, I'm back to the point I make in almost all of these blogs. Public relations is simply an extension of your daily life practices. Put your best foot forward, prepare and be honest. Sometimes that doesn't work out. Sometimes the best times come of out when things go to hell. What are you gonna do about it? PR.

As always, you can direct any questions, comments or suggestions to me in our comment section or at kwats@ufl.edu. I hope you had a fantastic Thanksgiving, and I can't wait to see everyone at our workshop this Wednesday at 6:30 p.m. in the Chem Lab building room C130.

Sincerely,
Kathryn Watson
VP of Chapter Development 2008-9
University of Florida, Alpha Chapter
kwats@ufl.edu