What Even Is a Good PR Job Anymore?
The job titles haven’t changed much. But the work? The expectations? The boundaries? All of it has.
Lately, we’ve been hearing from PR professionals across levels who are quietly questioning the path they’re on. Layoffs, burnout, impossible workloads, and vague job descriptions have left people asking a very real question:
What even counts as a "good" PR job anymore?
What We Were Taught to Expect
A "good" PR job used to be defined by a few key things: a recognizable agency name, a high-profile client list, the ability to get someone in the New York Times, a steady climb from AAE to AE to SAE and beyond.
Success looked like prestige. It looked like being busy. It looked like working long hours in a cool office and feeling grateful for the opportunity.
But what happens when the traditional path no longer feels viable—or even desirable?
What We’re Seeing Now
Many comms professionals are navigating:
Jobs that promise "strategy" but demand 90% execution.
Teams that are too small to support the work.
Roles that expect you to be a publicist, a brand strategist, a content creator, and a community manager all in one.
Lack of growth pathways, mentorship, or real DEI support.
And maybe worst of all? We're still being told to be grateful. Grateful to have a seat at the table, even if the table is on fire.
Rethinking the Definition
So what makes a PR job good now? Maybe it's:
Having clear, reasonable expectations
Being trusted for your ideas, not just your labor
A manager who respects your time and your boundaries
A salary that reflects your value and your skill set
Space to experiment, grow, and fail without fear
Knowing what your job actually is—and what it isn't
A "good" job in PR might not be glamorous. It might not come with a blue-chip client. But it allows you to do work you’re proud of, without losing yourself in the process.
What Our Community Is Saying
When we asked our community what they wanted out of a PR job today, the answers were clear:
Work-life balance
Stability
Real leadership and support
The ability to work in alignment with their values
Not one person said “celebrity clients” or “top-tier press hits.”
That should tell us something.
What You Can Ask Yourself
If you're in a role that has you questioning what you want out of this field, you're not alone. Here are a few prompts to reflect on:
Does this job respect my capacity?
Do I feel like my ideas are valued, or just my ability to produce?
Is this sustainable for me—financially, emotionally, creatively?
We can’t always change the industry overnight. But we can start being honest about what we’re experiencing. And we can build toward models that center care, strategy, and sustainability—not just output.
Want to help us redefine what a good PR job looks like? Drop your non-negotiables in the comments or share this post with someone who needs the reminder.
