Priorities

Basically, I work in as a one-person IT department for my company. I am a generalist at heart and love getting to work on a variety of issues. However, lately it is becoming more and more of a challenge to balance my help-desk-type duties with my administration duties. Of course, my help-desk duties are more tangible to top management, so they put an emphasis on those tasks. How do I get them to see that things such as applying service packs and reviewing backup logs are just as important or much more important than helping Joe Employee when his icon that doesn’t work?