Roxy Jacenko’s hot takes on the ‘lazy’ PR industry are very lazy
Roxy Jacenko, director of Sydney-based public relations firm, Sweaty Betty PR, took aim at the entire public relations industry during a recent appearance on The Lazy CEO podcast, claiming that “every PR agency has become so f***ng lazy” with their reliance on influencer marketing, and that “everyone has forgotten about traditional [media].”
Such sweeping statements were sure to attract the ire of the PR industry, and were seemingly said in order to do just that. Well, it worked. Here, Sally Branson explains how calling an entire industry ‘lazy’ is the laziest thing she’s heard all year.
Mumbrella has taken Roxy Jacenko's rage-bait
Let’s get something straight. PR people are not lazy.
We don’t know who needs to hear this (okay, we do: anyone taking Roxy Jacenko’s hot takes on PR as gospel on Jane Lu’s Lazy CEO podcast) but calling an entire industry “lazy”, well that’s the laziest thing we’ve heard all year.
This is a rage bait claim that we know will get lots of views and comments, but a claim that not only misrepresents the current state of our industry but also demonstrates a fundamental disconnect from the realities facing agencies and practitioners in 2025.
Hear hear! A brilliant article that perfectly expresses the challenges faced by an ever evolving landscape. No-one I know who is worth their salt in PR would be categorised as lazy, rather hardworking, diligent, client focussed and beyond. Very definitely can and will do until the outcomes are achieved!
Roxy is correct when she says PRs have become lazy. I am a journalist with more than 20 years experience working in magazines, newspapers and websites. PRs are incapable now of pitching a story without having advertising spend to support it. In fairness it’s because most magazines won’t do a story unless it comes with ad spend, but the result of it is that PRs don’t have to try. They never come up with an interesting idea or a unique opportunity. Story pitches are like, “our client is an advertiser in your magazine so we need some editorial support.” That’s it, and anyone can do that. ZI’ve even heard of PR agency who won’t take on a new client unless that client has an advertising budget to support their PR campaign.