Burnout is a common challenge in strategic communications, where high-stress, ‘always-on’ and endless demands from stakeholders and clients can get overwhelming. It’s a career which demands effective strategies to recognise and manage stress before you reach meltdown. We share some advice to ensure you take good care of yourself.
Burnout affects nearly all of us at some point in our lives. By their very nature, PR and communications roles are busy, challenging and often stressful and can push us dangerously close to the limit. Add crisis communications to your role, and it’s a 24/7 responsibility, especially in this digital age when things can go viral quickly. When reputations are at risk, it’s far from a 9-5 job. Whilst often flippantly discussed, it is important to understand the symptoms of burnout in ourselves and others, so that the correct strategies can be adopted to overcome these intense feelings of stress as soon as possible.
The World Health Organisation (WHO) defines burnout as an ‘occupational phenomenon’. Technically not a medical condition, burnout results from physical, mental, and emotional exhaustion, caused by prolonged periods of pressure and stress.
Burnout can, of course, be attributed to more serious long-term mental health conditions, such as anxiety and depression. It is crucial to identify the symptoms of impending burnout, so that the appropriate actions can be taken – both in the workplace and at home.
Burnout often manifests subtly, making it easy to overlook or misinterpret.
One of the key indicators is a noticeable change in behaviour or attitude. For example, someone who was once highly engaged and enthusiastic may become withdrawn, cynical, or indifferent towards their work or daily activities. They might express feelings of hopelessness, or you may notice a lack of motivation that was not present before.
Physical signs, such as frequent illness, chronic fatigue, or significant changes in sleep patterns, can also indicate that someone is struggling with burnout. Pay attention to complaints of persistent exhaustion, even after rest, as this is a common symptom.
Additionally, burnout can lead to cognitive difficulties, such as problems with concentration, memory, and decision-making. You might become more forgetful, make more mistakes in your work than usual, or need help completing once manageable tasks.
Emotional signs include increased irritability, mood swings, and a tendency to isolate from others. If someone close to you seems unusually overwhelmed, detached, or emotionally distant, these could be warning signs of burnout.
Recognising these symptoms early on allows you to reach out for or offer support and implement strategies for managing stress before the situation worsens.
When speaking to a colleague facing burnout, approach the conversation with empathy and discretion. Start by expressing concern: "I've noticed you've seemed a bit overwhelmed lately. How are you feeling?" Listen actively and without judgment, allowing them to share as much as they’re comfortable with.
Depending on your relationship to the individual, it could be an idea to offer support, such as helping to lighten their workload or suggesting they take some time off.
Encourage them to prioritise self-care and consider speaking to a manager or HR for additional resources (and do the same for yourself if you’re experiencing these feelings!). The key is to show understanding and support, without pressuring yourself or others to disclose more than willing.
We’ve addressed stress in the communications industry in a previous blog post. Whilst there is no singular ‘catch-all’ solution for preventing or managing burnout, here are just a few strategies that can alleviate the symptoms.
1. Time management
Effective time management is crucial for avoiding burnout – with hundreds of books dedicated to this very topic. In simpler terms, this involves setting realistic goals, prioritising tasks, and managing your time and focus efficiently.
Start by identifying your most important tasks and focusing on completing these first (The Eisenhower Matrix is a classic tool when determining importance). Break larger projects into smaller, more manageable tasks, and set specific deadlines for each. This can help to reduce the feeling of being overwhelmed and ensure that you are making steady progress.
It is also important to be mindful of how you spend your time. Avoid multitasking, as this can lead to decreased productivity and increased stress. Instead, focus on one task at a time, and take regular breaks to recharge. Using tools such as to-do lists, calendars, or time-tracking apps can also help you to stay organised and on track.
There are some contributions to this LinkedIn News article on setting boundaries: How do you guard against burnout?
2. Prioritise self-care
One of the most effective ways to avoid burnout is to prioritise self-care. This involves taking time to rest, relax, and recharge, both physically and mentally.
Adequate sleep is crucial, as it allows the body and mind to recover from the stresses of the day. Additionally, mindfulness practices such as meditation or deep breathing exercises can promote relaxation and help to manage stress.
Regular physical activity, such as walks through a park at lunchtime, joining a yoga class or swimming can also help to reduce stress levels and improve overall well-being.
Self-care also includes maintaining a healthy diet. Eating a balanced diet that is rich in nutrients can boost energy levels and support mental clarity. Avoiding excessive caffeine and sugar (yes, we know this isn’t easy), which can lead to energy crashes and irritability, is also important. Hydration is another key aspect of self-care, as dehydration can exacerbate feelings of fatigue and stress.
Additionally, in our opinion, maintaining a positive mindset at the office can play a significant role in preventing burnout. This does not mean ignoring challenges or pretending that everything is perfect, but rather approaching situations with a constructive and solution-focused attitude.
We also believe that practising gratitude can help to shift your focus from what is wrong to what is going well. Taking time each day to reflect on what you are grateful for can boost your mood and improve your overall outlook on life.
Moreover, challenges can be reframed as opportunities for growth and learning. Instead of viewing a difficult task as a burden, see it as a chance to develop new skills or gain valuable experience. By cultivating a positive mindset, you can build resilience and better cope with the stresses of daily life.
3. Work-life balance
Maintaining a healthy work and personal life balance is essential for avoiding burnout. The lines can be blurred between work and personal life but it’s important to set aside time each week for relaxation, socialising, and pursuing personal interests.
Gaining a balance might involve scheduling regular breaks during the workday, taking time off when needed, setting aside specific times for family and friends, or engaging in social activities that bring you joy.
Work-life balance also means being mindful of your focus and energy allocation. As much as you might love your job, try to avoid overcommitting to work-related tasks at the expense of your personal life. This can also improve your productivity and effectiveness at work. We know, this can be ‘easier said than done’.
The labour UK Government has proposed introducing a "right to switch off", giving workers a right to disconnect from work outside of working hours as they believe that, for some, the lines between home and work have become blurred, negatively impacting work-life balance. Labour's Plan to Make Work Pay states that "We will bring in the right to switch off, so working from home does not become homes turning into 24/7 offices." A right to switch off would give workers the right not to have to engage with work correspondence (including emails, telephone calls and instant messaging) outside their contracted working hours. Time will tell how this policy will play out in PR…
4. Develop a support system
Finally, having a strong support system is vital for preventing burnout. Friends, family, colleagues, or a mentor can provide emotional support, guidance, and encouragement. It is important to surround yourself with people who understand your challenges and can offer a listening ear or practical advice when needed.
In the workplace, building positive relationships with colleagues can help to create a supportive environment. Sharing experiences and challenges with others can provide a sense of camaraderie and help to alleviate feelings of isolation. If you are struggling with your workload, do not be afraid to ask for help or to seek advice from a supervisor or mentor.
Speaking to other PR and communications professionals outside of your workplace over lunch, a walk in the park, or even an organized networking event is a great way to share knowledge and support each other. There are also online communities full of other professionals where you can seek advice or simply discuss difficulties, often anonymously.
Of course, there is only so much that colleagues, friends, and family can help with. If you are struggling with burnout and find that self-care strategies are insufficient, seeking professional help is important.
A therapist, counsellor and clinical psychologist can provide support and guidance, helping you to develop coping strategies and address underlying issues. Some companies offer support as part of your company benefits package. In some cases, burnout may be linked to other mental health conditions, such as anxiety or depression, which may require additional treatment.
Recognising that seeking help is not a sign of weakness is important. On the contrary, it is a proactive step towards improving your mental health and well-being.
Burnout is a serious and increasingly common issue that can have significant consequences for both personal well-being and professional performance. However, by recognising the signs early and implementing strategies such as setting boundaries, practising self-care, and maintaining a healthy work-life balance, we can all protect ourselves from the debilitating effects of burnout.
Remember, it's essential to listen to your body and mind, seek support when needed, and make time for activities that rejuvenate you. Addressing burnout requires both individual action and collective awareness – so do not be afraid to discuss the implications of burnout with friends and colleagues.
By taking these steps, you can foster resilience, sustain your productivity, enhance connections with others and enjoy a more balanced, fulfilling life.
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The Works Search: a search consultancy specialising in PR and corporate communications. We have unrivalled matching abilities and are known for finding the top 5% performers in the industry - the ones who deliver and make your reputation great. For more advice or market insights, do get in touch with us on 0207 903 9291 or email: sarah@the-works.co.uk.
