The public-relations sector can be one of the most strenuous and demanding there is. Erratic work schedules and the expectation to provide a solution to any problem at short notice means PR professionals often find themselves in fight-or-flight mode.

The human mind is not designed for this kind of stress for long periods. It leads to anxiety, depression and burnout, along with problems such as digestive or sleep disorders.

A 2019 study by research company Opinium and the Public Relations and Communications Association found that 89% of PR professionals were struggling with their mental wellbeing.

“When three in ten who struggle with their mental [say] they avoid telling people for fear it might jeopardise their career (versus a fifth of the general workforce) … the PR industry needs urgent cultural change,” commented Opinium CEO James Endersby. Indeed, taking time off for mental-wellbeing reasons was a relatively unknown concept before the pandemic.

In the last year of lockdowns, in some firms a little more attention has been given to how staff are feeling, with managers urging them to take regular breaks and even providing online therapy sessions. But, though it is a welcome relief from commuting for many, remote working is becoming a major reason for employee stress, too.

With offices now gradually reopening or adopting hybrid models of working, the return of water cooler conversations with colleagues might help some. But for PR firms to really tackle stress, long-term solutions need to be found.

Here are a few reasonably easy-to-implement but effective measures that public-relations companies and their employees should find useful.

No meeting days

Some organizations, such as Facebook and Asana, have already started encouraging this. It should include video meetings too. When you do have meetings, restrict them to 45 minutes, rather than an hour, or 25 minutes, instead of half an hour, so staff have time for a short break between them. Make sure meetings have a clear agenda and try to end them early, rather than late. Encourage staff to take short walks during video or phone conversations, where practical.

Choose your PR clients carefully. If they are difficult, rude or vague, it can cause a lot of anxiety and needless extra work for your teams. Ensure that changes in an agreed scope of work are kept to a minimum. Working with the wrong client in order to meet a revenue target can be an expensive mistake.

Manage client expectations

Overpromising to secure a contract and under delivering is a recipe for disaster. Don’t set your teams up for failure by agreeing to unrealistic timelines.

Have a clear business strategy. It helps your staff understand the company’s vision and targets and mentally prepare themselves for the challenges ahead. Humans can manage stress better when they know what is coming, rather than when you suddenly hit them with a huge workload.

Set up clear processes

 If an employee knows exactly what they are supposed to be doing each day and where to turn for help – perhaps from a handbook –  it saves a lot of uncertainty.

Foster a culture of openness and positivity. Regular 360-degree feedback reviews on each individual should be done on a regular basis. This will help staff develop and upskill themselves, allowing them to manage their workload more efficiently.

Adapt managing styles

Educate managers to change their leadership approach to suit individual team members. Your HR team can help them with situational leadership training. Empathy is one of the most desirable qualities in senior staff. Team members don’t leave organizations, they leave managers.

Monitor workload

Regular, honest reviews of how much everyone is doing is an effective way to identify and manage stress. Timesheets can be useful, in some circumstances.

Flexible working hours

While some managers have been a little reluctant to accept this idea, some are now even encouraging employees to take a short nap in the afternoons to refresh themselves.

Four-day weeks

Quite a few organizations are opting for shorter weeks for set periods, such as three months. It’s a bold move that is expected to catch on in a lot of corporations.

Respect everyone’s working hours

People can’t unwind in the evenings or weekends, if they think they could get a call from their boss at any moment. This can be a particular problem if you have staff in different timezones. Sarah Waddington of PR training school Socially Mobile has this line under her signature, “We are a flexible working organisation. Please only respond to this email in your own working hours.” 

Make sure holidays are holidays

Insist that staff do detailed handover notes and are comfortable that their role is completely covered, before they go away. Never contact them during their break, if you can possibly avoid it. A few corporations have decided to give staff the last Friday of every month off, so they can enjoy a long weekend with friends and family.

Take time to hire the right talent

The wrong person in the wrong role can put huge pressure on themselves and their colleagues. PR agencies are fast-paced and need people who are quick thinkers and multitaskers. A wrong hire will disturb the pace of the entire team, possibly missing deadlines and failing to pass on important information in a timely manner. Create competency based assessments for vacant roles.

Empower HR

Small conflicts or problems at work can often escalate if not managed well. Your HR team has an important role in managing them, as an independent and neutral entit.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]