7 ways to cope in a PR crisis
If there’s one resolution that comms professionals can add to their new year’s list, it’s promising to look after your wellbeing when crisis hit your organisation
As the manager for communications in a unitary authority this is a challenging time. I’ve seen lots of talk of permacrisis, with crisis mode feeling more and more the norm. But for me, a fairly high profile incident has got me thinking about how as communication professionals we can cope better when we’re in the centre of the tornado.
Eat well
In the early days, I fell into the trap of relying on crisps, sweets, and fizzy drinks. But trust me – it’s a quick path to burnout. Try designating someone on the team to do a quick food run and stock up on easy, nutritious options like soup and healthy microwaveable meals. Try fruit juice as an alternative to fizzy drinks or too much caffeine. It’s not always cheap but your body and mind will thank you in the long run.
Look after your team
If you’re a team leader or manager, you need to give your team some of your time too. They will all be feeling the heat – even if just by association. Their wellbeing needs to be as critical as any communications strategy. Give a space for sharing frustrations and a place for feedback too. Also let them into the long term plans as soon as you can. I've been rotating who is on call, encouraging the whole team to have time off, diving out for a bite to eat, etc. It all makes a difference.
Head outside
It’s easy to feel you don’t have a moment to spare, but stepping away from your desk is invaluable, especially during 12-hour workdays. A quick walk, even around the building, can help clear your head, relieve stress, and provide a fresh perspective when you return. I'm no runner, but even a short walk along the embankment makes all the difference.
Phone a friend
Having a confidant can make all the difference. For me, it’s a best friend who’s happy to listen without needing details. Though confidentiality is crucial, there’s value in venting – even if it’s just sharing your general frustrations and concerns.
Get enough sleep
It’s tempting to push through on minimal rest, but sleep is essential for maintaining focus and resilience. Set boundaries when possible to ensure you’re getting enough rest, even if it’s just grabbing power naps. This is definitely do as I say not as I do!
Stay organised
During a crisis, keeping track of tasks, updates, and deadlines can feel overwhelming. Use tools like checklists, shared calendars, or even simple sticky notes to stay on top of things. This reduces the risk of overlooking important details and helps you stay focused. For me it’s a trusted whiteboard detailing who is doing what and a checklist for sign off. Even the act of being able to see everything in one place helps my mind.
Think about the small wins
Crisis management can feel relentless. Take a moment to recognise small victories or progress made, even if it’s just getting through a challenging briefing or delivering an update on time. This can boost morale and remind you that every step forward is a success.
It will end… but don’t promise yourself (or your team!) a date that you might not achieve
Crisis work in communications is intense, but looking after yourself helps you be your best for your team and community.
CIPR member Claire Halliwell is the manager for communications and communities at Bedford Borough Council. Claire also sits on the CIPR East Anglia committee.