It’s PR not ER. But...

Most of us working in public relations are familiar with the phrase ‘It’s PR, not ER’. Used within the industry as a reminder that, while fast-paced and at times high-pressure, it’s rarely a matter of life and death. Used to reassure a colleague during what feels like an emergency but isn’t (the press release has gone out with a comma in the wrong place!), or used in a moment of kindness to ourselves: a reminder that frequent burnout should not be synonymous with wanting a successful career in PR. 

The phrase recently came to mind while leading the media relations for Oxford University Press’s biggest global brand campaign, Oxford Word of the Year. The campaign of campaigns, it’s all-consuming, unpredictable, and a glorious example of strategic and impactful PR; where expertise is leveraged to tell a globally relevant story that captures imaginations and sparks conversation.  

After time spent in a more generalist communications role, working on Oxford Word of the Year not only served as a reminder about what I love about working in PR but made me consider how the aspects that can be most invigorating can equally be the most challenging. 
 
Take the pace, as an example. A changeable, global campaign, with colleagues and media across different time zones, working with agility and responsiveness is necessary to its success, and during the bookends of the campaign, incredibly stimulating.  

The teamwork, another. The satisfaction and shared morale that comes from working with a capable, motivated team, sharing successes, and navigating challenges. I am sure a lot of people can relate to it being one of the most fulfilling parts of the job.  

And the rush that can be oh so addictive, leaving you feeling sharp, motivated, and alert. Not to mention the euphoria of finally landing that high-profile media opportunity, the one that you’ve done everything in your power to get over the line. 

However, while working in PR demands urgency, without balance or support, the intense pace, adrenaline, and unpredictability, can have serious health consequences (ones that are well documented). 

Recent research carried out by the CIPR and the PRCA found that a staggering 91% of PR professionals surveyed in 2023/2024 reported experiencing poor mental health in the past 12 months. Many also reported high stress, with an overwhelming workload cited as a key factor. Not the best PR for PR. 

Yes, you must be flexible when a crisis calls, or media opportunity with an end-of-day deadline lands in your inbox. After all, the job is about protecting and building reputation, and news is increasingly created, shared, and consumed beyond the hours of 9-5. However, these vital elements of the job should not mean that truly unrealistic working expectations and poor health are a given and not the exception.  

While I’m fortunate to have found that sweet spot, working in a supportive team where balance is very much encouraged, I know this is often not the case. As I look to the future of the profession, against the backdrop of the AI revolution, job cuts, and the scaling back of DE&I programmes, I hope to see the industry evolve with the tenacity required to thrive, empathy for those at its heart, and without a phrase that alludes to the disproportionate pressure, many continue to experience.  After all, “It’s PR, not ER.” 

My seven tips to maintain wellbeing during a busy campaign 

1. Give yourself the same kindness you give to others 
   Whether it’s sending one more pitch, developing one more angle, reaching out to one more influencer, recognise when you’ve done a good job and know when to call it a day. While there is always scope to do more, starting the next day refreshed can be better for everyone in the long run. 
    
2. Schedule moments for yourself 
   Be it going to the gym, catching up with family, or responding to personal messages, try to set aside time on those busy days to take a break. If you can, coordinate short breaks with your team to ensure the inbox is covered, or opt for a ten-minute run instead of a 45-minute gym session. Whatever you need to take a moment and reset! 
    
3. And on that note, start the day with a schedule 
   While you might need to check emails first thing, taking a second to pause before getting fully stuck into the day can be vital for staying focused and on top of ever-changing priorities. 
    
4. Avoid decision-making fatigue 
   You’ve probably spent the day or week making a tonne of decisions. During a busy campaign, I try to plan what I can in advance, such as meals for the week, to avoid having to make more decisions once I get home. 
    
5. Reward yourself 
   In my team, we usually schedule a social at the end of a campaign to let our hair down and celebrate our successes. While I appreciate this might not always be possible, I also try to book an extra day off at the end of a busy campaign to catch up with myself, friends, and family. 
    
6. Keep talking 
   It’s easy to default into hermit mode. Communicating with those around you, be that your project team, partner, or line manager, can help you stay grounded, supported and avoid feeling overwhelmed. 
    
7. Purchase some good quality coffee!  
   I should probably recommend trying to get a good night’s sleep, but as someone who struggles to switch off on a typical day, I instead suggest treating yourself to some good quality coffee (to drink alongside a glass of water!)

Georgia Bailey is senior news and PR manager of group communications at Oxford University Press.