Having worked as a public relations practitioner nearly 20 years, I havediscovered many ways to juggle and balance clients public relationsprograms. Its part of the challenge of the business, seeing how manyresponsibilities and tasks one single human being can accomplish, how manyplates we can make spin!But sometimes all that balancing and juggling for the client can create aloss of balance for us personally. Heres some of the ways that Ive learnedover the years (and continue to learn daily!) to maintain balance in orderto keep my enthusiasm and genuine appreciation for our work.

TIP 1
Take time. There are fewer real emergencies than we think there are. I knowthis is hard to believe for those of us who live by the adage: "Never putoff till tomorrow what can be done today." Sometimes waiting gives yougreater perspective, and often you are able to obtain more accurate andthorough information. Recently, a new client came to us with a rush project.Their urgency almost forced us to consider reducing our research phase.However, we held out for determining all the options before proceeding andonce again, it paid off. We optimized our work for the client and theygained far better results than if we had started sprinting into initialactivity before understanding the environment.

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Dont hesitate to say no. This pains me even as I write it (!) but sometimesyou simply have to push back or outright decline - an invitation, adeadline, a new project - because you just cant add one more item to yourlist. We limit the number of clients Communication Partners has so that wecan provide the depth of service we believe each client deserves.

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Specialize. Communication Partners has focused on serving companies in thesemiconductor and semiconductor manufacturing equipment arenas. We offerclients in-depth expertise and close, trusting relationships with keyeditors and analysts. We have worked with some clients and editors as longas 15 years! It pays off for both new and established clients, and gives usgreat confidence in our daily work.

TIP 4
Have fun. Laugh a lot. To do so, try to work with bright, energizing people.Take advantage of the best parts of your work. Remember what you like aboutyour business and find ways to do more in these areas. Do what you like to do.

Neillie is president of Communication Partners, Inc., a public relationsfirm that specializes in assisting technology companies with theircommunication strategies and program implementation. Founded in 1986,Communication Partners has offices in Phoenix and San Jose, California andserves national and international clients.