“Am I Even Good at This?” Navigating Imposter Syndrome as a PR Pro

Posted on Nov. 23, 2025  /  Subscribe 0

By Amy Wolff, Public Relations Solo Practitioner 

Some days I feel like I am on top of the world, that I am servicing my clients well and that my opinion and years of experience are of significant value to the people who pay me to help elevate their stories. But every now and then, it sneaks in. It might not be something huge that knocks me down a peg; oftentimes, it’s a few little things that set me off balance, but before I know it, there it is. Imposter syndrome.  

Let’s start at the beginning, what is imposter syndrome? 

Psychologists first coined the term in the 1970s and it’s been rearing its ugly head in high-achieving industries ever since. To me, imposter syndrome is the nagging feeling that I’m not as competent as others think I am and eventually, someone – or everyone - will figure out that I am a big phony.  

Why are PR pros prime targets for the dreaded imposter syndrome?

PR is a fast-paced, ever-changing industry filled with high expectations from managers, media contacts and of course, clients. As a PR pro, you are expected to wear many hats. Every day you are called on to be a strategist, a wordsmith, a crisis manager, a social media guru, oh, and have all the connections so you can get your clients on the TODAY Show and in the New York Times with a single phone call. 

Add to that the unpredictable media cycles and an ever-present need to prove ROI. It's no wonder many PR professionals silently struggle with imposter syndrome, regardless of how experienced or successful they are. The truth is, imposter syndrome doesn’t discriminate; from new grads to seasoned pros, we have all been there.

3 strategies to fire your inner fraud and get back on the right track mentally 

1. Document your wins (big and small). When my daughter, Emma, first started in this business, her mentor, Natasha, encouraged her to keep a “Brag File” full of wins she could reflect on when she had a tough day. She saved glowing emails from clients, media placements she worked hard for and messages from teammates that said, “You knocked it out of the park today!” At the end of a year, that file was filled with countless wins that she could reflect on when doubt crept in.  

2. Talk about it. One of imposter syndrome’s best tricks is making you feel like you're the only one dealing with it. And, as a solo practitioner, that isolation feels insurmountable some days. Thank goodness for other PR pros who feel my pain, like my mentor, Charlotte, who is always ready with a listening ear. Once you open up, you’ll quickly find you’re not alone. Vulnerability doesn’t make you weak. It connects you with others who get it and can help you through it.

3. Shift your inner dialogue. Instead of thinking, “I don’t know what I’m doing,” try “I’m doing something challenging and it’s ok that it’s hard.” Swap, “I just got lucky” with, “My work contributed to a client’s success.” Practicing self-compassion and grace while giving yourself credit can gradually rewire how you view your achievements.

In my decades-long experience in this industry, I know that imposter syndrome pops up again and again. That is when I need to remind myself to celebrate progress, not perfection. That press release I labored over for days doesn’t have to win a Pulitzer; it just has to move the needle and get the message across. Sometimes, done is better than perfect, at least that is what the sticker on my laptop says.

It’s also reassuring to remember you’re not alone: My friend and fellow PR freelancer, Jessica, told me about an article she read that discussed how individuals who lack competence may not recognize their own shortcomings, because they don’t possess the necessary tools to identify what competency looks like. So, good news, questioning my competence is actually a positive thing!

At the end of the day, if you are dealing with imposter syndrome, remind yourself that you’re a work in progress, just like the rest of us. In an industry that’s always moving, shifting and evolving, self-doubt can - and will - creep in. But the next time imposter syndrome whispers, “You don’t know what you’re doing,” remember you are not alone and that this too shall pass. 

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