I'm embroiled right now in a massive PR project that is pretty much consuming my every waking thought. We went out for ice cream last night and I blurted out "machine parts" for no reason when we got there. Seriously. I've had a few projects like this, like Giant Soul-Crushing Project from a year or two ago. But unlike GSCP, this one is a challenge that doesn't feeling crushing.
For the past several months I've been hesitant to take on anymore online PR because a lot of the call for online PR is from small companies who really don't know what PR is. They think it's just a little copywriting, and that's all they want to pay for. I'm just tired of seeing people who want to pay $30 for a press release and have no idea how much they are cheating themselves. A well-crafted PR campaign takes a lot of time and research, and I'm fortunate enough to be working with a company right now that understands that.
I'm actually considering changing my focus from Web content, small local PR projects and random press releases for online clients to larger PR projects for companies who actually know what they want. It's challenging, but it's far less annoying and stressful than high-volume content writing. To do that means actually trying to sell myself, though. That always makes me feel uncomfortable. That's the big choice that I have to make- feel gross and uncomfortable in order to make a needed change, or stay on this course. I'm not so sure yet.