By Nicolette B. Sewell
As communications practitioners, we know all too well that stress naturally comes with the profession’s territory. Every day, we have the responsibility of making decisions that ultimately shape public perception, foster trust and protect an entity’s reputation. Stress, even stress in the workplace, can manifest itself in the form of anxiety as well as depression. This week, we observe International Stress Awareness Week which serves as a timely reminder of the unique pressures that communications professionals may face – and the importance of utilizing stress management tools and resources to help us alleviate those pressures.
In the current climate of heightened social, political and economic sensitivities, PR professionals find themselves on the frontlines, often having to handle tough questions and challenging narratives on behalf of our clients and organizations. Each response has the ability to influence brand reputation and, most times, incite public discourse in the form of discussions, debates and even protests. Recognizing the impact of this responsibility is key to understanding why stress management is essential.
It is critical that we develop strategies fostering resilience and enabling ourselves to adapt to complex situations while maintaining clarity and creativity. Here are four effective strategies I’d like you to consider when managing the demands of the PR profession in today’s high-stakes landscape:
Maintain Boundaries and Understand Your Purpose
Ever heard the saying, “Stand for something or you’ll fall for anything”? As PR professionals, we’re entrusted with amplifying our organization’s purpose, which requires us to clearly understand the mission of not only our employers and clients but also our own personal missions and values. By maintaining healthy boundaries and respecting our own principles, we are able to ensure that our professional work aligns with who we are. Furthermore, this allows us to alleviate the stress of promoting messages that we may not fully resonate with. It’s also essential to recognize when to take a step back for our mental well-being and be honest with ourselves, and colleagues, whenever a task feels beyond our capacity. In doing so, we protect our resilience and stay true to our purpose.
Consistently Prioritize Self-Care
Prioritize self-care practices—even during high-stress periods. How often do you find yourself typing away, staring at a screen or going from meeting to meeting? Before you know it, over half the day is gone and you’ve missed lunch. We’re fervently passionate and determined to meet due dates, pump out those deliverables and make our clients and organizations shine. We cannot, however, forget to periodically pause and take inventory of how we’re actually feeling. Meeting the needs of our profession, while ignoring our own personal needs can cause a significant amount of stress. So, whether it’s short breaks and mindful breathing exercises or spa days and quick weekend getaways, remember to consistently practice incremental acts of self-care as doing so can make a big difference in helping us press through the day-to-day challenges we face without burning ourselves out.
Leverage Technology to Simplify Tasks
Most likely, if you’re in Communications, you were the “Know-It-All” kid growing up—the go-to person for answers. That’s the role we embody in our organizations: we’re the core team members that everyone relies on to bridge the gap between the company and its audiences. But here’s the reality: we don’t know it all, and that’s perfectly okay. The pressure to be an expert in every detail can be overwhelmingly stressful. So, here I am to tell you that it’s 2024, and we have the privilege to access powerful technology at our fingertips. Tools like project management software, digital collaboration platforms and even artificial intelligence are here to help. It doesn’t take away from our professionalism or skillset. In our fast-paced industry, leaning on these resources can actually streamline workflows and keep our communications organized, making technology a valuable ally in managing all of our tasks.
Build a Supportive Professional Network
Speaking of leaning, “Lean on me when you’re not strong” is more than just a classic song lyric; it represents how we should operate in the Communications profession. Just as we leverage technology and partnerships to support our organizations and clients, we must also lean on our connections and relationships to alleviate stress. Building a strong support system is critical, as it allows us to connect with fellow PR professionals who understand similar challenges. Supportive networks offer a safe space for sharing insights, seeking advice and finding solidarity amid the demands of our work. When we come together, we remind ourselves that we’re not alone in navigating the pressures of our industry, ultimately reducing stress and strengthening our ability to build robust brands for our clients and organizations.
Stress, when managed well, can be transformed into motivation rather than something that is deemed overwhelming. By taking time to establish boundaries, practice self-care, utilize technological resources and lean on supportive networks, communications professionals can thrive even in high-stakes environments. During this International Stress Awareness Week, remember that while the pressures of the job are very real, so are the resources available to support us in having a balanced and sustainable career in public relations.
