I wanted to conclude September’s focus on Crisis Comms by focusing on In the world of Public Relations and Comms, and how overwhelming the fast-paced, high-pressure environment can often feel. From managing client expectations and navigating media relations to dealing with crisis communications, the challenges can be relentless. This conversation was raised in my recent ‘deep dive’ with crisis expert Amanda Coleman.
For communication and PR professionals, the pressure to be constantly “on,” to think quickly, and to maintain a positive image for both themselves and their clients can take a toll on mental well-being. As someone who work remotely all the time, the resilience to deal with things sometimes gets thin.
In this episode, I will unpick my conversation with Amanda in more detail and explore why mental well-being is vital in PR, the unique challenges that arise from dealing with difficult situations, and how to develop strategies for maintaining balance.
So, let’s dive in!
Why Mental Well-Being Matters in PR
Public Relations is a profession built around managing relationships, perceptions, and often, crises. This naturally brings with it an emotional component. Being constantly plugged into the needs of clients, the demands of media, and the ever-changing landscape of public opinion means that PR professionals are often juggling multiple responsibilities under tight deadlines. This can result in stress, burnout, and anxiety if mental well-being is not prioritised.
Beyond the personal impact, a lack of mental well-being can affect professional performance. PR work requires creativity, clarity of thought, and emotional intelligence. When mental health is compromised, it becomes more challenging to think strategically, respond effectively, and build meaningful relationships. The ability to remain calm under pressure and manage crises with precision and tact hinges on being mentally resilient.
The Challenges of Difficult Situations in PR
One of the unique aspects of PR is the frequency with which professionals are asked to handle difficult, often high-stakes, situations. These can range from managing a company’s response to negative press, dealing with controversial issues, or mitigating the fallout from a crisis. Each situation requires not only technical expertise but also emotional labour.
- Crisis Communication: In times of crisis, PR professionals are expected to be the calm voice in the room. Whether it’s a reputational issue, a social media backlash, or a corporate scandal, PR teams are on the front lines. The pressure to respond quickly, carefully, and effectively can create a highly stressful environment, often with no room for error.
- Managing Client Expectations: Clients often look to PR professionals as problem-solvers and brand protectors. When things go wrong, clients may react emotionally, and PR practitioners are left to navigate these emotions while maintaining their own professional composure. This can lead to intense pressure to “fix” situations, sometimes under unrealistic timelines or expectations.
- Negative Publicity and Backlash: Negative media coverage or online backlash can be emotionally draining, particularly when it’s relentless. PR professionals are often the first to face angry calls, social media outrage, and harsh criticism. The emotional toll of managing negativity and protecting reputations while being personally affected by the intensity of the situation is not to be underestimated.
- The 24/7 Nature of PR: In today’s digital world, PR has become a 24/7 job. Crises can unfold in real time, and clients may expect immediate responses regardless of the hour. The pressure of being always available, coupled with the difficulty of “switching off,” makes it easy for stress to become chronic.
How to Prioritise Mental Well-Being in PR
Given the unique stressors of PR, it is essential for professionals to develop strategies that prioritise mental well-being. Here are some actionable steps to help navigate the emotional challenges of the industry:
- Set Boundaries: One of the hardest but most essential practices in PR is setting clear boundaries. Whether it’s limiting work communications to certain hours or making time to switch off from digital devices, setting boundaries is key to avoiding burnout. Communicate these boundaries with your team and clients, and stick to them.
- Develop a Support System: Having a network of peers who understand the pressures of the industry can be incredibly helpful. Whether it’s an internal team, industry colleagues, or a mentor, having people to talk to about challenges can provide emotional relief. Peer support also helps in normalising the difficulties of the job and finding collective solutions.
- Practice Mindfulness and Stress Management Techniques: Incorporating mindfulness, meditation, or even regular breaks into your daily routine can help mitigate stress. These practices encourage self-awareness, helping you recognize when stress is building and providing tools to manage it effectively.
- Seek Professional Help When Needed: There’s no shame in seeking help from a therapist or counsellor if the pressures of work are becoming overwhelming. Having a neutral third party to help you process stress and emotions can be invaluable, especially in an industry where professionals are often expected to be emotionally resilient.
- Delegate and Collaborate: While PR professionals often feel the need to manage everything, learning to delegate and collaborate with your team is crucial. Trusting others to share the workload helps reduce individual stress and creates a more supportive working environment.
- Find Time for Self-Care: It’s easy to forget about personal well-being when deadlines loom and crises emerge. However, self-care is critical. This can be as simple as taking a walk, exercising, reading, or spending time with loved ones. A rested mind is a creative and productive one, so prioritise time for yourself.
Conclusion
Mental well-being is not a luxury; it’s a necessity for PR professionals. The challenges of managing crises, clients, and reputations demand emotional resilience and mental clarity. By prioritising mental health and creating strategies to manage stress, PR professionals can not only protect themselves from burnout but also enhance their performance in a highly demanding industry.
Caring for our minds is just as important as managing client reputations. After all, the best crisis managers are those who first know how to manage their own well-being.
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