What do you do for work?

Over the weekend, I attended my college’s “Seventies Reunion.” There were all kinds of fun events for hundreds and hundreds of people who fundamentally couldn’t remember what went on during those deranged days of streaking and Led Zeppelin.

 

We all did our best to feign remembrance.

 

The most often-asked question during the skits, football games, radio station reunions and dinners was “What do you do for work?” Thirty-plus years into this business and I still chuckle when I hear this.   

 

Most of the banter went like this:

 

Them: “So, what do you do for work?”

 

Me: “I’m in public relations.”

 

Them: Glazed look on face. No words come out.  

 

Me: “We help build brands for B2B and technology companies.”

 

Them:  Eyes shift from side to side. Exit signs loom large. No words are emitted.

 

Me:  “It’s very gratifying work because we ultimately make a big difference for our client companies. What we do really puts them on the map.”

 

Them: Sweat breaks out on brow, but a reply is forthcoming. “Advertising is such a cool business. Have you seen that TV ad with the tiny lizard that sells insurance and drives that little sports car? That one cracks me up.”

 

Me: “Uh, that’s not exactly what I do. Advertising and PR are related, but they’re different. No matter how entertaining an ad is, people instinctively realize the advertiser paid for the message. An ad is intrinsically perceived as biased because it’s trying to sell something. It has its place, but it’s different. PR has more credibility because it’s focused on building great reputations. Objective third parties like customers and reporters spread the word with positive impact because they are perceived as unbiased third parties.”

 

Them: Eyes squint. Panic sets in momentarily but is rapidly followed by relief as the grand-awakening is uttered:  “So, do you think the Patriots are going to go 19-0?”

 

Me:  No words are emitted. However I think to myself, “Next time, I’m just going to say I work for TBWA/Chiat Day on the Apple iPod account. Everyone’s heard of Apple and Bono, right?”