I’m not usually someone who gets hooked on TV shows, but recently I started watching Landman on Paramount+. If you haven’t heard of it, the show dives into the world of the oil business, following landman Tommy Norris (played by Billy Bob Thornton) as he navigates the complex waters of energy “negotiations” during a massive fueling boom.
After just a few episodes, I couldn’t help but notice how much Tommy’s job reminds me of what we do as PR pros. It might sound like a stretch, but both roles require working in high-stakes environments where strategy, communication, and building strong relationships are the name of the game.
Here’s how Tommy showcases the skills every great PR pro should have:
Navigating Complex Stakeholders
Tommy’s always juggling the demands of landowners, energy companies and the communities impacted by his work. It’s a tough balancing act, but it reminded me of what we do every day. We’re often the go-between for clients, the media, and the public making sure everyone’s on the same page. Just like Tommy, our success depends on earning trust and managing expectations across a variety of audiences.
Problem-Solving Under Pressure
Landmen like Tommy are pros at handling high-pressure situations and devising creative ways to tackle legal disputes, logistical roadblocks, and tricky interpersonal dynamics. In many ways, this is similar to what PR pros face during a crisis. Whether dealing with a social media meltdown or managing a corporate scandal, staying calm, thinking fast and being adaptable are absolute musts.
Strategic Communication
Tommy’s job is all about making persuasive arguments to win over landowners and help energy companies hit their goals. That’s not so different from what we do daily: creating tailored messages, running impactful campaigns, and building media relationships that connect with the right audiences.
Building and Protecting Relationships
Tommy gets it—relationships are the foundation of long-term success. Whether he’s dealing with landowners or local communities, trust and authenticity make all the difference. It’s the same for PR pros. Building strong connections with the media, stakeholders, and the public is essential. At the end of the day, both roles are all about creating genuine relationships that stand the test of time.
Balancing Grit and Diplomacy
Tommy’s job is all about striking the right balance between toughness and tact—something we know all too well. One minute, you’re rolling up your sleeves to solve a problem; the next, you’re crafting the perfect statement to keep things running smoothly.
Tommy’s world might be all about land deals and energy contracts, but his skills in communication, problem-solving, and relationship-building go way beyond his field. Landman gives a fresh perspective on what we do in PR, showing that success often comes down to mastering the art of connection—whether you’re negotiating land rights or shaping public perception.
