10 reasons unrealistic deadlines are bad for PR pros

Whoever invented the Friday at 5 p.m. deadline should get a demerit. Actually, anyone who uses or gives that deadline should get a demerit. The person who invented it should get a detention or worse.

No one ever starts reviewing those projects at 5 p.m. on a Friday and few ever look at them over the weekend. So, why were they due Friday at 5?

Unrealistic, ridiculous deadlines like “Friday at 5″ are hurting employee morale and quality of work product across the country. We live in a fast-paced society, but sometimes we try to move too fast. Rewarding speed without reason usually leads to … well … crap. Here are 10 reasons why:

1. No one does his or her best work when rushed. I’ve heard a lot of people say they thrive under pressure. Not true. They may have figured out how to deal with pressure. But they don’t thrive under it.

2. Strategic thinking has to be critical thinking. When you sell ideas, you get paid for your brain power. And we can’t fully wrap our heads around a brand, it’s audiences, it’s objectives and barriers and meet a 48-hour-or-less deadline. Not possible.