I read a lot about trends in Public Relations. I love seeing a really cool, new, good idea as much as I hate that, “I wish I’d thought of that” feeling I get when I see one. But, recently I came across something that stopped me dead. One of these global PR firms has done something to themselves that, honestly, makes all of us in PR look a little silly.

The firm, which describes itself as a, “holistic communications firm,” has given everyone who works for them new titles that reflect their, “model of holistic engagement.” No longer are there Account Executives and Vice Presidents. Now everyone will have one of four titles: Strategists, Connectors, Creators and Catalysts.

Now, I’ve had a lot of titles throughout my career; intern, specialist, manager and owner. I’ve seen people launch office campaigns to destroy their co-workers that would make Sun Tzu blush. I’ve watched people spin Machiavellian webs of lies and duplicity that make me exhausted just following the intrigue. And now I’ve seen whole, sorry, “holistic” PR firms simply change everyone’s titles in hopes of changing the game itself. But, in all these years only once or twice have I ever seen someone do the one simple thing that will ensure a fancy title…the work.

Titles look good on an office door and impressive on a business card and they stake ones claim in an organizational chart like an animal marking its territory. But they don’t give you experience, only the perception of it. I’ve been called a manager and never managed anyone and I’ve been called a specialist and ran an office, among other things. I’ve sat and watched people make up a title for me and I’ve since forgotten what it was. But a title isn’t what you do; it’s just what your employer calls you. It’s a placeholder for the HR department. The work, that’s what matters. Do you meet deadlines, do you get your clients coverage, do you raise their profile, and does this publicity bring people through the front door?

When I worked for the government each title came with a job description and at the end of each job description there was a line that read, “and other duties as assigned.” It was that line that made all the difference. It gave me the ability to do things that were beyond (and sometimes beneath) my title. Yes, I hauled file cabinets across town in a suit and tie in the pouring rain. But, I also produced hours of videos and commercials that were not in my job description. I cleaned out closets (again in a suit and tie) and hauled exhibits across the state (no tie) and held the boom mic during video shoots and stood on chairs holding the flash during photo shoots. I put in the work, and in doing so, I learned a lot that my title alone didn’t afford me.

Instead of putting in the time to come up with creative titles like “catalyst” and “connector” or selling clients on a “holistic” approach, or worrying about titles at all, those of us in PR would be better served by simply putting in the work. Because of all the things I’ve been called, my favorite is when a client called me, “the best thing we’ve ever spent money on.”