Phyllis Caddell is an author, ghostwriter, publicist, and communications strategist. She has been guiding clients in developing, crafting, and improving their brand narratives for over 27 years.
What is PR? Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. A dynamic and demanding field that requires professionals to navigate the complexities of communication, reputation management, and crisis response, PR can be rewarding and exhilarating, but it often comes with high levels of stress.
Starting out as a male dominated industry, today. according to Zippia, 73% of publicists were women in 2021. It makes you wonder what in the world is going on with our men in PR! As we observe Male Mental Health Month (June), it is important to shed light on the challenges faced by male PR pros and emphasize why self-care and taking time-outs to maintain well-being is important.
DrSpin.net reported that a PR superpower is the ability to put oneself in another person’s shoes and reason about their thoughts. But it can also be a stressor. “As PR and communications professionals, we must understand how people think and react. It’s a form of empathy, and when you put people like this together, they tend to be over-serious and over-committed...”
Historically, men have been less inclined to seek help. For one, there’s still a prevalent stigma in our society regarding mental health issues, and that can be especially true for men. There is a common belief that being a “real man” entails being tough, unemotional, and hiding vulnerability. Expressing emotions or admitting mental health struggles is often seen as weak, contradicting gender norms.
The pressure to be a “strong male” figure can make it difficult for men to be open about what they’re going through. There can be a fear of being judged or perceived as less capable, which can deter them from seeking the support they need.
According to a recent survey conducted by the American Psychological Association (APA), nearly half of adults in the United States expressed a desire for help in managing their stress levels. This statistic highlights the widespread need for effective stress management strategies and support systems in our society.
A Burrelles article explains that burnout is very common in the PR industry. PR pros often work long hours, handle clients with high expectations and high-pressure situations, are expected to be on call 24/7, and face constantly face rejection and criticism which leaves many communicators exhausted, dejected, and overly stressed.
From working with renowned brands to shaping public opinion, PR pros have the power to create impactful communication strategies that shape the narrative. The fast-paced nature of PR ensures that no two days are the same, providing constant stimulation and learning opportunities. However, it's important to acknowledge that along with the excitement, PR can also be stressful.
Because the demanding nature of PR can lead to burnout, fatigue, and negative impacts on both physical and mental health, publicists must recognize that their well-being is paramount and that taking care of themselves is important for their personal lives and professional performance.
APA also reported that stress puts the body on high alert and ongoing stress can accumulate, causing inflammation, wearing on the immune system, and increasing the risk of a host of ailments, including digestive issues, heart disease, weight gain, and stroke.
Strategies and practices
If you want to thrive in PR and maintain your well-being, here are 10 strategies and practices about managing stress and practicing self-care:
Recognize Stress Symptoms: Professionals in public relations (PR) work often experience a range of stress symptoms, both physical and mental.
Physically— headaches, fatigue, muscle tension, digestive issues, and disrupted sleep patterns.
Emotionally—increased anxiety, irritability, overwhelm, and difficulty concentrating.
Cognitively—struggle with decision-making, decreased productivity, and reduced creativity.
Behaviorally—turn to unhealthy coping mechanisms, neglect self-care, or have difficulty maintaining a work-life balance.
Prioritize Self-Care: To lower your stress levels, prioritize self-care. This includes taking care of your physical, mental, and emotional well-being. Explore stress reduction techniques, such as meditation, deep breathing exercises, or mindfulness practices. These techniques can help you relax, manage stress, and improve your overall well-being.
Embrace Adaptability: PR pros often juggle a wide range of tasks and responsibilities. Embrace the versatility of the job and be prepared to tackle various challenges. Stay flexible, open to new experiences, and be willing to take on different roles within the PR landscape.
High-pressure environments with demanding deadlines and client expectations can lead to chronic stress and burnout if not managed properly. Recognizing the signs of burnout, such as exhaustion, cynicism, and decreased job performance, is essential. Taking breaks, setting boundaries, and practicing stress-reduction techniques are important for preventing burnout.
Maintaining a healthy work-life balance is crucial for overall well-being. It's important to carve out time for personal activities, relaxation, and spending time with loved ones. Disconnecting from work during off-hours and taking regular vacations or time off can help recharge and prevent exhaustion.
The demanding nature of PR can sometimes lead to neglecting physical health. Long hours, irregular schedules, and high-stress levels may cause poor eating habits, lack of exercise, and inadequate sleep. It's important for PR pros to prioritize their physical health by incorporating regular exercise, healthy eating, and sufficient sleep into their routines.
The PR industry's high-stress environment can take a toll on mental health. It's vital for publicists to seek support when needed. This can involve talking to trusted colleagues, seeking professional counseling, or joining support networks. Open communication about mental health challenges and destigmatizing seeking help are essential.
Adopting stress management techniques can help PR pros navigate the demands of their roles. Techniques such as mindfulness, meditation, and hobbies can provide relaxation and help reduce stress levels. Finding activities that bring joy and allow for self-expression can be beneficial.
Investing in professional development and continuous learning can enhance the skills and knowledge required for PR pros to excel in their roles. Expanding expertise, staying up-to-date with industry trends, and attending workshops or conferences can help build confidence and reduce stress associated with feeling ill-prepared.
Choosing the right clients is one of the most crucial and challenging part of working in public relations. When clients show initiative and a solid grasp of PR, it simplifies the workload for PR pros and avoids unnecessary stress. However, it’s advisable to avoid clients labeled as “difficult to work with” by other publicists to prevent unnecessary stress.
Additionally, selecting clients that attract the media can make a huge difference. Media outlets are more likely to be interested in covering stories and collaborations involving clients that align with their audience and editorial focus, reducing the effort and frustration involved in securing media placements.
Public relations is a high-stress profession that demands exceptional communication skills, adaptability, and resilience. However, it is crucial for publicists to prioritize their well-being. By recognizing the challenges and giving yourself permission to take time-outs, you can cultivate a healthier work-life balance, reduce stress, and sustain long and fulfilling careers in the exciting world of PR.
Phyllis R. Caddell, Communications Strategist
Phyllis Caddell is an author, ghostwriter, publicist, and communications strategist. She has been guiding clients in developing, crafting, and improving their brand narratives for over 27 years. A subject matter expert (SME) and adjunct professor for Azusa Pacific University, she holds an M.A. in Organizational Communications, an M.S. in Internet Marketing, and a B.A. in Public Relations.
