PR with an ADHD brain: Why variety helps me thrive
A Chartered PR professional explains how the blend of purpose, pressure and unpredictability in communications is a sweet spot when it comes to her neurodivergence.
I’ve worked in PR for nearly two decades, across sectors as varied as policing, healthcare, and the voluntary sector. It’s only in recent years, though, that I’ve begun to understand just how much my undiagnosed ADHD has influenced my working life - from the way I approach problems to the energy I bring to a campaign, and even the moments where I’ve doubted myself for not working in a “conventional” way.
I’m not alone in this: around 2.5% of adults worldwide have ADHD, but many - especially women - don’t get diagnosed until later in life. In fact, studies show that up to 75% of women with ADHD remain undiagnosed as adults (Hamed et al., 2015).
That means a lot of us are building careers without even knowing how our brains are helping us thrive in fast-paced, creative environments like PR.
For years, I thought my tendency to jump between tasks, to get bored quickly, or to chase the next challenge was something I needed to “fix.” In reality, it’s something I’ve built a career around - I just didn’t have the language for it at the time.
A profession that matches my pace
PR, with its fast pace, variety and constant stimulation, happens to be a very good fit for the way my brain works. No two days are ever the same - I can be planning a stakeholder engagement strategy in the morning, drafting reactive media lines over lunch, and editing aerial footage or posting operational updates to the National Police Air Service (NPAS) Instagram account by the afternoon. Every day is different, and that’s exactly what keeps me focused and motivated. In some industries, that level of task-switching might be overwhelming - for me, it keeps me engaged and energised.
This makes sense given research showing that adults with ADHD often excel in roles requiring rapid task-switching and adaptability, skills that are ranked among the top five for PR professionals (CIPR, 2023). Also, a 2022 study found that adults with ADHD score significantly higher on measures of creative divergent thinking - a key asset in PR’s dynamic environment (White & Shah, 2022).
Why policing feels like a good fit
Working with the NPAS has been especially rewarding in that sense. The work is important, high-trust, and constantly evolving. You have to think on your feet, communicate clearly under pressure, and work with operational colleagues in real time. For someone with an ADHD brain, that blend of purpose, pressure and unpredictability can be a real sweet spot.
It’s not always easy
That’s not to say it’s always easy. ADHD can bring with it challenges around attention regulation, working memory, and perfectionism - all of which I’ve wrestled with at various points in my career. 60% of adults with ADHD report that their symptoms negatively impact their work performance, especially in environments lacking variety or flexibility (ADHD Foundation, 2023). I’ve spent far too long rewriting a press release that was already fine or overthinking a minor error because I felt I had to operate at 110% all the time. A former manager once said to me, “Your 80% is better than most people’s 100%.” At the time, I didn’t know how much I needed to hear that - or how much it would stay with me.
Working with, not against, my brain
I’ve come to realise that success in PR isn’t about doing things the way everyone else does. It’s about knowing your strengths, recognising where you need support, and designing a way of working that plays to both. I still keep a million to-do lists. I still set timers to keep myself on track. But I also know that the energy, urgency and creative thinking I bring are all part of the package.
Importantly, employees with ADHD who receive reasonable adjustments and understanding from their employers are 2.5 times more likely to report job satisfaction and high performance (ADHD Foundation, 2023). That support makes all the difference.
The value of neurodivergence in PR
As conversations about neurodiversity become more open in the workplace, I think it’s important to show that ADHD isn’t just something to accommodate - it’s something that can help drive the kind of agile, responsive, people-centred communication PR is built on.
A 2024 survey by the Public Relations and Communications Association (PRCA) found that 41% of PR leaders said neurodiverse team members brought “unique perspectives and creative energy” that improved campaign outcomes.
For me, understanding my brain has been the key to understanding my career. And I’m still learning at almost 40 but I’m doing it on my terms now.
Chartered PR practitioner Kat Trinder is communications officer at National Police Air Service.
References
• ADHD Foundation. (2023). ADHD in the Workplace report.
• Chartered Institute of Public Relations (CIPR). (2023). State of the Profession.
• Faraone, S. V., et al. (2021). The World Federation of ADHD International Consensus Statement: 208 Evidence-based conclusions about the disorder. World Psychiatry, 20(4), 456-476.
• Hamed, A. M., et al. (2015). ADHD: Current concepts and treatments in children and adults. BMC Psychiatry, 15, 60.
• Public Relations and Communications Association (PRCA). (2024). Neurodiversity in PRSurvey.
• White, H. A., & Shah, P. (2022). Creative style and achievement in adults with attention-deficit/hyperactivity disorder. Journal of Creative Behavior, 56(1), 123-137.